• 한국웰니스학회지
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• 제6권3호
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• pp.13-21
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• 2011

The purpose of this study was to examine the potential predictors of leisure behavior intention using the theory of planned behavior(TPB). A convenience sample of 369 participants was obtained from university students in Korea and America. For the purposes of this study, potential predictors of leisure behavior intention were selected from the following categories: attitude, subject norm, perceived behavior control, group conformity and face saving. In order to better understand the dynamics of the TPB process that influenced leisure behavior intention, this study used structural equation modeling(SEM) to test the TPB model. According to the results, attitude, subject norm, and perceived behavior control influenced to leisure behavior intention of both Korean and American university students and face saving influenced to leisure behavior intention of Korean university students. However, group conformity did not influence to leisure behavior intention of either Korean and American university students. For future study, more specific and decomposed factors are recommended to understand leisure behavior intention in theoretical way.

• 한국컴퓨터정보학회논문지
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• 제24권4호
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• pp.177-183
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• 2019

The purpose of this study is to analyze the effect of behavior attitude and subjective norm on food festival behavior intention of married women living in Ulsan area. The data were analyed with PASW 18.0 using reliability analysis, frequency analysis, paired T-test, T-test, correlation analysis, one-way ANOVA and multiple regression analysis. The results were as follows. First, First, married women had a slightly higher passive behavior intention than aggressive behavior intentions on food festivals. Second, the more the experience of past food festivals, the higher the economic level, the higher the housewife's housewives, the higher the food festival behavior intention. Third, the behavioral intention of food festival increased with higher behavioral attitude and subjective norms. Fourth, subjective norms were the most influential variable for the behavioral intention of married women. Next, the behavior attitude for food festival was found.

• 한국의류학회지
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• 제22권5호
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• pp.617-627
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• 1998

In marketing reserach, the ultimate goal is to increase predictability of consumer's purchse behavior. However, most of the marketing researchers measure purchase intention rather than behavior assuming that the consumer's purchase behaviors will coincide with their intentions. Lately, there have been many arguments whether purchase intention is meaningful as a determinant or a predictor for purchase behavior. Additionally, many studies reported substantial variations among the 'product categories. The purpose of this study was to find out the relationship between consumer's purchase intention and purchase behavior of apparel products. Two research questions were set up. One was to find out the relationship between the intention and behavior, and the other was to find out the factors affecting the relationship. It was found out that mere intention could neither explain nor predict behavior, and that the factors affecting intenting intention- behavior inconsistency had to be submitted for explanation and prediction. These factors could explain inconsistency between the intention and the behavior. Regression equations in the past researches explained aggregate results, but coludn't explain each consumer's intention-behavior inconsistency. The integration of the specific intention and the affecting factors can increase predictability of each consumer's purchase behavior.

• Human Ecology Research
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• 제54권2호
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• pp.119-130
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• 2016

Product complaints allow business operators to learn from and solve problems they have been unaware of and prevent customers from leaving in advance. The ability to deal properly with complaints may improve consumer loyalty and repurchase intentions. This study analyzes consumers' intention in complaining behavior towards supermarkets and traditional markets. This study provides implications for business operators in the establishment of marketing strategies to deal with complaints and perform education related to consumer complaints by the verification of variables that influence intention on complaining behavior. A survey was conducted on housewife consumers who had experience using supermarkets and traditional markets. The major results are as follows: first, in store awareness higher in supermarkets than in traditional markets. Second, determinants of consumer complaint behavior, indicated a belief there was a need to spend more money at traditional markets than supermarkets, where the possibility of complaint success and complaint attitudes were found to be low. Third, intention of complaining behavior was lower at traditional markets than supermarkets. Intentions on private complaining behavior and public complaining behavior were both low. Fourth, intention of private behavior is higher than intention of public behavior for both supermarkets and traditional markets. Fifth, complaint attitudes were variables with the greatest influence on intention of complaining behavior for both supermarkets and traditional markets.

• 지역사회간호학회지
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• 제13권3호
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• pp.456-470
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• 2002

Objectives: The purpose of this study was to test the Theory of Planned Behavior (TPB) in the prediction of smoking cessation intention and smoking cessation behavior among adolescent smokers, in order to provide basic data to develop a future smoking cessation program as a nursing intervention. Method: The study subjects were 80 adolescent smokers who had smoked one cigarette and attended a five-day school smoking cessation program. The data were collected from October 24 to December 21, 1999. The instruments used in this study were the tools developed by Jee (1994) to measure TPB variables such as attitude toward smoking cessation behavior, subjective norm, perceived behavioral control, smoking cessation intention, and smoking cessation behavior. The data were analyzed with the SAS/PC program using descriptive statistics, hierarchical multiple regression, and logistic multiple regression. Results: 1. Attitude toward smoking cessation behavior, subjective norm, and perceived behavioral control were partially significant in predicting smoking cessation intention. 2. Smoking cessation intention and perceived behavioral control toward smoking cessation behavior did not significantly predict smoking cessation behavior. 3. There were partial interaction effects among the attitude toward smoking cessation behavior, subjective norm, and perceived behavioral control in the prediction of smoking cessation intention. 4. There were partial interaction effects between smoking cessation intention and perceiver behavioral control toward smoking cessation behavior in the prediction of smoking cessation behavior. Conclusion: This study partially demonstrated support for the TPB model that was partially useful in predicting smoking cessation intention and smoking cessation behavior among adolescent smokers. Therefore, it is recommended that attitude toward smoking cessation behavior and perceived behavioral control should be considered in developing smoking cessation programs and implementing nursing interventions to change the smoking behavior of adolescent smokers.

• 한국학교ㆍ지역보건교육학회지
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• 제10권2호
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• pp.15-27
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• 2009

Background and Goals: This study set out to apply the Theory of Planned Behavior (TPB), which is known to provide good explanations about human behavior, and test it to see if it could predict safety behavior by affecting the intention for safety behavior and perceived behavioral control and if intention for safety behavior would be influenced by attitude toward behavior, subjective norm, and perceived behavioral control. Methods: The subjects were 98 dental technology majors in D City. The questionnaires were distributed, filled out and collected on the spot. Each item was measured on a seven-point scale, and it's interpreted that the higher mean of each item would translate into safety behavior. Results: The analysis results of the Theory of Reasoned Action (TRA) variables indicate that only subjective norm ($\beta$ = .528, p < .000) had explanatory power of 27.2% (F = 37.170, P <.001) for intention for safety behavior. The results show that subjective norm and attitude toward behavior affect intention for safety behavior. The analysis results of the TPB variables revealed that intention for safety behavior had explanatory power of 26.6% (F = 36.072, p <.000) for behavior. When intention was added by perceived behavioral control, the explanatory power increased to 34.5% (F = 26.530, p <.000). And when it's added by knowledge, the explanatory power increased to 39.0% (F =21.661, p <.000). The results suggest that intention has the biggest influence on predicting safety behavior. Conclusion: The results show that the TPB model by Ajzen (1985) has greater forecasting power for intention and act of safety behavior than the TRA model by Fishbein & Ajzen (1980) and the TPB model can applied in the prediction of safety behavior. Thus safety behavior is considered as behavior whose determination control is limited. And safety education programs that add knowledge to the TPB variables will help the students promote their safety behavior.

• 한국치위생학회지
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• 제12권3호
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• pp.485-493
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• 2012

Objectives : The purpose of this study is to provide basic data to develop health education program, by analyzing the relationship between the oral health behavior intention and self-efficacy in dental hygiene students. Methods : This research was based on self administrated survey conducted by 348 dental hygiene students. The survey was composed of five items of general characteristics, ten items of factor in self-efficacy and seven items of factor in oral health behavior intention. Results : According to general characteristics, students with high grades had higher oral health behavior intention(p<0.05) and students answered that the significance of oral health is very important had higher oral health behavior intention(p<0.05). The level of self-efficacy was separated by high-level(30%), medium-level(40%), and low-level (30%), and the higher self-efficacy was, the higher oral health behavior intention was. Conclusions : By improving dental hygiene student's self-efficacy, it was necessary to promote oral health behavior intention.

• 한국조리학회지
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• 제14권2호
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• pp.205-214
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• 2008

The purpose of this study was to measure the moderating effect of belief homogeneity on the relation-ships among attitudinal ambivalence, behavior intention and consumption behavior. The questionnaire, which consisted of items to measure the constructs of belief homogeneity, attitudinal ambivalence, behavior intention and consumption behavior, were completed by 338 subjects in Jeonnam area. Moderated regression analysis was used to measure the moderating effect of belief homogeneity. To test validity and reliability of constructs, factor analysis and Cronbach's $\alpha$ were used in this study. Results of the study demonstrated that the moderated regression analysis result for the data also indicated a better model fit in Model 2 than Model 1. In the Model 1, the main effects of behavior intention and attitudinal ambivalence on consumption behavior were statistically significant. In the Model 2, the main effects of behavior intention, belief homogeneity and attitudinal ambivalence on consumption behavior were statistically significant. The interactional effects of belief homogeneity$\times$attitudinal ambivalence on consumption behavior were statistically significant. Moreover, the effects of attitudinal ambivalence on consumption behavior were statistically significant at all levels of belief homogeneity, except for when homogeneity was high.

• ETRI Journal
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• 제38권6호
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• pp.1229-1239
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• 2016

For efficient interaction between humans and robots, robots should be able to understand the meaning and intention of human behaviors as well as recognize them. This paper proposes an interactive human intention reading method in which a robot develops its own knowledge about the human intention for an object. A robot needs to understand different human behavior structures for different objects. To this end, this paper proposes a hierarchical behavior knowledge network that consists of behavior nodes and directional edges between them. In addition, a human intention reading algorithm that incorporates reinforcement learning is proposed to interactively learn the hierarchical behavior knowledge networks based on context information and human feedback through human behaviors. The effectiveness of the proposed method is demonstrated through play-based experiments between a human and a virtual teddy bear robot with two virtual objects. Experiments with multiple participants are also conducted.

• 보건교육건강증진학회지
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• 제19권3호
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• pp.13-34
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• 2002

This study examined smoking behavior of Korean female college students by applying the Ajzen's Theory of Planned Behavior, and tried to uncover the factors influencing smoking behavior. The main findings are as follows: First, the attitude toward smoking behavior and the perceived behavioral control were statistically significant in predicting smoking intention. The smoking intention was also significant in predicting smoking behavior. Thus, in order to promote to stop smoking, smoking prevention education emphasizing to reduce smoking intention, to lower the positive attitude toward smoking behavior and to enhance the capacity for perceived behavioral control seems to be helpful. Second, the smoking intention influenced significantly over the smoking behavior in all situations. But the influences of the attitude toward smoking behavior, the subjective norms, and the perceived behavioral control over the smoking intention varied from not significant in one situation to significant in the other situation. Thus, different prevention programs according to the characteristics of individuals need to be developed. Third, in a path analysis, the grade and the degree of satisfaction with college life had the indirect influence, and the growth place had the direct influence over the attitude toward smoking behavior and smoking intention. Thus the smoking prevention program focusing on the students who are the first grade, less satisfied with college life, and growing up in small cities should be developed.