• 대한간호학회지
• /
• 제27권4호
• /
• pp.796-806
• /
• 1997

The majority of studies on breastfeeding consists of descriptive correlational studies identifying the incidence and correlates of breastfeeding. The theory of planned behavior has been shown to yield great predictive power for behavioral goals over which individuals have only limited control such as improving school grades and weight loss. The purpose of this study was to test the "theory of planned behavior" in the prediction of breastfeeding of mothers who delivered vaginally, One hundred mothers who delivered vaginally in one general hospital in Seoul and one general hospital and three private hospitals in Taejeon participated in this study. The instruments used for data collection in this study were developed by the researchers following the guidelines suggested by Ajzen & Fishbein(1980) and Ajzen & Madden(1986). The instruments included measurement of attitude, subjective norm, perceived behavioral control and intention. The collected data were analyzed using descriptive statistics, Pearson product moment correlation, hierachical multiple regression and logistic regression. The results are as follows ; 1. Intention to breastfeed correlated significantly with attitude, subjective norm and perceived behavioral control. Both attitude and subjective norm did not make a significant contribution to the prediction of intention, but the addition of perceived behavioral control to the regression equation greatly improved the model's predictive power, increasing the R²from .05 to .52. 2. Intention to breastfeed alone had a significant predictive effect on actual breastfeeding, resulting in a regression coefficient of .16(X²=8 60, p<.01), but when perceived behavioral control was added to the equation, intention was not a significant predictive variable and only perceived behavioral control showed significant predictive power on actual breastfeeding, resulting in a regression coefficient of .12(X²=4.69, p<.05). In sum, breastfeeding behavior lent only partial support to the second version of the theory of planned behavior, and because perceived behavioral control had a strong effect on intention to breastfeed and actual breastfeeding, It would be desirable to develop nursing intervention programs which focus on strengthening the perceived behavioral control for the promotion of breastfeeding.

• 한국생활과학회지
• /
• 제16권2호
• /
• pp.433-442
• /
• 2007

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in exit of dissatisfaction responses. Results of the study demonstrated that the past behavior significantly improved the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by mediator. In the contests of exit behavior, the effect of past behavior on intention to exit was mediated by attitude, subjective norm and perceived behavioral control.

• 동아시아식생활학회지
• /
• 제16권5호
• /
• pp.615-622
• /
• 2006

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in negative word-of-mouth communication of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the negative word-of-mouth communication of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by the mediator. In the contests of negative word-of-mouth communication, the effect of past behavior on intention was partially mediated by attitude, subjective norm and perceived behavioral control.

• 한국식생활문화학회지
• /
• 제21권5호
• /
• pp.500-506
• /
• 2006

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in voice of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by mediator. In the contests of voice behavior, the effect of past behavior on intention was not mediated by attitude and perceived behavioral control. Meanwhile, subjective norm mediated the relationship between past behavior and the intention to engage in voice behavior.

• 대한가정학회지
• /
• 제42권11호
• /
• pp.189-203
• /
• 2004

The purposes of this study were to identify 1) the effect of physical growth on body criticism from others and body image,2) the effect of body criticism from others on sociocultural attitude toward appearance, body image, and self-esteem, 3)the effect of sociocultural attitude toward appearance on body image, 4)the effect of body image on self=esteem and clothing attitude, and 5) the effect of self-esteem on clothing altitude on Korean female teenagers. The data were collected from 436 high school girls living in Seoul, Korea, via self-administered questionnaires, and were analyzed by factor analysis and LISREL models. The result of this study were as follows: 1) Among three measurement variables of physical growth, the height had a negative effect on body criticism from others. Sexual maturation positively influenced the affective aspect of body image. 2) Body criticism from others had a positive effect on the sociocultural attitude toward appearance and a negative effect on the affective aspect of body image. 3) The sociocultural altitude toward appearance had a negative effect on the affective aspect of body image and a positive effect on the cognitive/behavioral aspect of body image.4) The affective aspect of body image had a positive effect on the cognitive/behavioral aspect of body image, self-esteem, and clothing attitude. However, the cognitive/behavioral aspect of body image had a positive effect on clothing attitude.5) Self-esteem had no significant effect on clothing attitude.

• 한국초등과학교육학회지:초등과학교육
• /
• 제31권4호
• /
• pp.436-449
• /
• 2012

This study aimed to investigate primary students' science-related attitudes through the literature review. Ninety-four papers published in domestic science education journals, since 1990, were collected and were followed by content analysis. In this study, science-related attitude was conceptualized as attitude toward science, scientist, science-related occupations, and school science, which is composed of cognitive, affective and behavioral domains. Based on the conceptualization, the instruments used for measuring students' attitudes were analyzed. The analysis of definition of science-related attitude in the articles showed different foci on cognitive, affective and behavioral domains. To suggest the effective instruction for enhancing students' science-related attitudes, this study identified students' attitude with gender, grade, residence and achievement level. The result showed that male, urban, higher-grade and better performed students had more positive attitude than female, rural, lower-grade and less performed students. As for the factors in science-related attitude, I categorized the factors into personal, environmental and pedagogical aspects, and found that psychological elements in all domains were most influential to students' change of science-related attitudes. It is interesting to note that students showed dichotomous views about experiment and that task-oriented instruction failed to enhance students' attitude. Based on the research findings, this study suggests effective instruction for improving students' attitudes and future research for science education.

• 한국식생활문화학회지
• /
• 제23권3호
• /
• pp.328-335
• /
• 2008

The objective of this study was to evaluate the causal relationships among environmental belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. A structural equation model was employed to assess the causal effects of constructs. The results of the study demonstrated that the structural analysis results for the data also indicated excellent model fit. The effects of environmental belief, ambivalence, and subjective norm on attitude were statistically significant. The effects of environmental belief, subjective norm and attitude on meat consumption were statistically significant. The effects of attitude on intention were statistically significant. As had been expected, intention exerted a significant effect on meat consumption. Moreover, environmental belief and ambivalence exerted significant indirect effects on meat consumption through attitude. Subjective norm exerted a significant indirect effect on meat consumption through attitude and intention. Subjective norm also exerted a significant indirect effect on intention through attitude. In developing and testing conceptual models which integrate the relationship among behavioral belief, attitude variable, behavioral intention and meat consumption, this study may approach a deeper understanding of the complex relationship among meat consumption behavior-related variables. Greater understanding of the complex relationship among meat consumption behavior-related variables can improve the practical or managerial diagnosis of the problem and opportunities for different marketing strategies including meat production and meat product development and marketing communication.

• 한국항공운항학회지
• /
• 제23권4호
• /
• pp.73-81
• /
• 2015

The purpose of this study is to explore structural relationship between cognitive factors and emotional factors in predicting behavioral intention of duty-free users. This study conducted questionnaire survey on 246 users of duty-free shops and analyzed it by using structural equation. As the result of the study, attitude was significantly associated with both desire and behavioral intention. Subjective norm had a significant impact on desire, but had no significant imfact on behavioral intention. Whereas perceived behavioral control did not have a significant influence on desire and intention. Desire, which plays mediating role as a major variable in goal-directed behavioral model, turned out to not only have significant impact on behavioral intention but has the strongest effect as well. This study has its academic meaning in that it explored factors which have effect on decision-making process of duty-free users focusing on goal-oriented behavioral model, which is one of integrated psychological models. In practical terms, this study can be used as a basic material for corporations to establish goals in domestic duty-free shops.

• 디지털융복합연구
• /
• 제20권4호
• /
• pp.73-82
• /
• 2022

디지털 광고 시장의 성장과 함께 개인정보 보호에 대한 소비자들의 우려가 증가하고 있다. 따라서, 본 연구는 디지털 맞춤형 광고와 개인정보보호에 대한 대학생들의 인식과 행동을 심층 인터뷰를 통해 밝혀내고자 했다. 연구결과, 개인정보보호 중요성에 대한 인식이 높은 것으로 나타났으며, 개인정보보호를 위해 개인, 기업, 그리고 정부 모두 나서야 한다는 의견이 제시 되었다. 대학생들의 개인정보 보호를 위한 행동들의 수준은 크게 무대응 단계, 소극적 대응단계, 그리고 적극적 대응단계로 나누어 볼 수 있다. 디지털 맞춤형 광고에 대한 대학생들의 태도는 긍정적 그리고 부정적 측면이 공존하고 있다. 마지막으로, 대학생들은 기업들의 디지털 맞춤형광고 집행 등과 같은 마케팅 활동을 위해 개인정보 수집 및 사용에 대한 부정적인 태도보다는 오히려 긍정적인 태도를 가지고 있다는 것이 밝혀졌다. 본 연구는 토의를 통해 디지털 리터러시 교육의 필요성을 제시하고 있으며, 기업들에게 개인정보 수집 및 절차에 대한 실무적인 함의를 제공하고 있다.

• 시큐리티연구
• /
• 제31호
• /
• pp.101-123
• /
• 2012

경호 경비요원의 삶과 생활은 일반인들과는 확연히 다르다. 현재 일반 산업현장에서는 이미 주 5일 근무가 현실로 다가왔고 현재 일부 사업장의 주 40시간 근무제의 단계적 적용에 따라, 2012년 모든 사업장의 주 40시간 근무제 실시가 가능할 것으로 보여 진다. 멀지 않은 앞날에 우리는 노동시간보다 개인시간이 많아져 여가를 고민해야하는 시대를 경험하게 될지도 모른다. 개인의 성향 및 가치관의 변화 등의 여러 가지 이유에서 발생되고 요구될 만족스러운 여가활동 문화가 충족 되어져야 할 것이다. 따라서 경호 경비요원의 생활 중 약간의 개인 시간 활용이 주어질 경우 경호 경비요원 자신의 충전을 위해서도 반드시 필요하다. Bagozzi(1981)는 태도, 의도 그리고 행동 모델에서 태도는 행동의도에 영향을 미치고 행동의도는 다시 행동으로 영향을 준다는 모델을 개발하였다. 이와 같이 여가태도의 행동적 태도는 행동의도와 관련이 깊으므로 여가 만족감에 따른 참여의도는 여가활동 참여로 이어지게 되는 것이다. 스포츠활동과 취미 교양활동이 높은 참여를 나타났는데 이것이 바로 행동적 태도에 반영된 것으로 보여 진다. 행동적 태도는 여가활동과 경험에 관하여 개인의 과거의 경험, 현재의 의도 및 행동 패턴 등의 활동적인 면을 말한다. 따라서 행동적 태도는 행동의도와 깊은 관련이 있으므로 여가활동 참여가 높은 사람이 그 만큼 여가태도의 행동적 태도가 높게 나타난 것으로 보여 진다. 여가 유형 중 스포츠 활동이 다른 여가 유형에 비하여 여가태도가 긍정적이다. 한편 여가 유형에 따른 여가태도의 하위 변인에 있어서 여가태도의 차이는 모두 스포츠 활동이 높다.