• 한국조리학회지
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• 제13권2호
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• pp.12-21
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• 2007

The purpose of this study was to examine the effect of subjective norms on customers' intention to engage in voice of dissatisfaction responses, the effect of subjective norms on attitude, and the mediating effect of attitude on the relationships between subjective norms and customers' intention to engage in voice of dissatisfaction responses. The simple regression analysis is used in order to estimate the effects of subjective norms on customers' intention to engage in voice of dissatisfaction responses and attitude. The mediated regression analysis is used in order to estimate the mediating role of attitude of the effect of subjective norms on customers' intention to engage in voice of dissatisfaction responses. Results of the study demonstrated that the inclusion of perceived behavioral control did significantly improve the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analysis indicated that the influence of subjective norms was mediated by mediator. In the contests of voice behavior, the effect of subjective norms on intention was mediated by attitude.

• Child Health Nursing Research
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• 제29권2호
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• pp.149-160
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• 2023

Purpose: Based on the health belief model and theory of planned behavior, this study investigated how age group (adolescence and emerging adulthood) moderated the relative effects of perceived susceptibility, perceived severity, and subjective norms on preventive behavior against coronavirus disease 2019 (COVID-19). Methods: This secondary data analysis utilized data from adolescents (n=272) and emerging adults (n=239). Hierarchical multiple regression analysis was performed to test the moderating effect of age group on the relationships among variables. Results: Higher perceived susceptibility (β=.21, p<.001), perceived severity (β=.14, p=.002), subjective norms (friends) (β=.26, p<.001), subjective norms (parents) (β=.44, p<.001), and subjective norms (schools) (β=.28, p<.001) enhanced COVID-19 preventive behaviors. Moderated regression analysis showed that subjective norms (friends and school) impacted preventive behavior in adolescents more than in emerging adults. Conclusion: Given the need to increase perceived susceptibility and severity among adolescents and emerging adults, these findings provide baseline data for designing effective COVID-19 prevention interventions that consider the developmental characteristics of different age groups. Interventions by health centers at universities can strengthen COVID-19 preventive behavior among emerging adults. As adolescents are influenced by friends, their peer roles must be strengthened to enhance adherence to COVID-19 preventive guidelines.

• Human Ecology Research
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• 제56권2호
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• pp.109-122
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• 2018

Cross-border online shopping is an example of non-mobile transnational consumption behavior that has become more popular over the last decade due to the development of technology and transportation. Based on the Theory of Reasoned Action(TRA), this study proposed and tested the hypothesized model that would explain the relationships among consumption beliefs, attitudes toward cross-border online shopping, subjective norms, and purchase intention. Consumption beliefs were measured by global consumption orientation, consumer orientation, and global brand beliefs. In addition, subjective norms included two types: online and offline norms. Descriptive statistics and path analysis were employed for the analysis of the dataset of 174 participants. As a result, the hypothesized model was generally supported. Consistent with the hypothesis, global consumption orientation and global brand beliefs were positively related to positive attitudes toward cross-border online shopping but negatively associated with consumer ethnocentrism. Offline subjective norms positively predicted both the attitudes and purchase intention whereas online subjective norms only predicted purchase intention. The results reflected that TRA was applicable to the intention of cross-border online shopping in a current on-line shopping context. We also discussed the practical applications and limitations of the study.

• 문화기술의 융합
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• 제8권5호
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• pp.147-153
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• 2022

창업의 불확실성과 실패부담감은 대학생과 예비창업자의 창업 의도를 약화하는 요인이며 예술전공 대학생의 창업비율이 저조한 원인이기도 하다. 본 연구는 예술전공 대학생의 주관적 규범과 창업 효능감이 창업 의도에 미치는 영향을 규명하고 하였다. 연구결과 창업 효능감과 주관적 규범은 창업 의도에 유의한 영향을 주는 것으로 나타났다. 또한, 창업교육 지원은 주관적 규범이 창업 의도에 미치는 영향을 조절하며 창업활동 지원은 주관적 규범이 창업 의도에 미치는 영향을 조절하는 것으로 나타났으나 창업사업화 지원은 창업 효능감 또는 주관적 규범이 창업 의도에 미치는 영향을 조절하지 않는 것으로 나타났다. 예술전공 대학생의 창업 활성화 및 효과적인 창업 지도를 위해 창업에 대해 주변인들의 사회적 지지를 보여주는 것과 시제품제작 활동 지원으로 창업 효능감을 높여줄 필요가 있다.

• 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.

• 한국프랜차이즈경영연구
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• 제6권2호
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• pp.1-16
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• 2015

The purpose of this study was to examine the structural relationships among consumer's values(individualism and collectivism), attitude, subjective norms, and visit intention using reasoned action theory(RAT). The data were collected from 12 5 customers who visited coffee shops in Seoul and Kyonggi and were analyzed using structural equation modeling with SPSS and AMOS The result of the overall model analysis appeared as follows: χ2=11.347, df=2, p=0.003, GF I=0.966, NF I=0.946, CF I=0.954, RMR=0.05 The findings are as follows: First, collectivism had a positive influence on attitudes and subjective norms. Second, Individualism had a significant positive influence on attitude toward coffee shops, but not on subjective norms. Third, both attitude and subjective norm had positive effects on visit intention.

• Journal of Korea Trade
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• 제25권5호
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• pp.1-18
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• 2021

Purpose - Although Korean food export has been increasing, they will stagnate without markets. This study considers Korean halal food exports to Indonesia and Malaysia, which are two of the largest halal food markets. Given the context, this study aims to predict Indonesian and Malaysian consumers' purchase intention toward Korean halal food through their acceptance of and feeling toward Korea's image. Design/methodology - This study surveyed Indonesian and Malaysian consumers who purchased Korean halal food in the past year. The survey data were analyzed using the statistical package for the social sciences 21.0 and the analysis of moment structures 21.0. Findings - The analysis reveals that the feeling toward Korea's image and its food image significantly impacted attitudes and subjective norms, while the acceptance of Korea's image significantly impacted only subjective norms. Attitude showed no significant effect on purchase intention, whereas subjective norms exhibited a significant effect on purchase intention. The image feeling had a greater impact on attitudes in Indonesia than those in Malaysia, whereas image acceptance showed a greater influence on subjective norms in Malaysia than those in Indonesia. Originality/value - This study considers the difference between Indonesian and Malaysian consumers in relation to their acceptance of and feeling toward Korea's image and its halal food image. These findings on Korea's image can play a key role in establishing Korea's food export strategy and have strategic implications on Korean companies aiming to enter the halal food market or increase their market share.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.1017-1030
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• 2021

Constructed upon Knowledge Management (KM) processes, the current study aims to investigate the interrelationship between Knowledge Sharing (KS) attitude among the faculty members and KM processes in higher education institutes (HEIs) in Pakistan along with the intervening role of subjective norms between KM processes and KS attitude. This research incorporated the theory of Planned Behavior (TPB) and the theory of Reasoned Action (TRA) to conceptualize the KS behavior by using a sample frame of 302 academic and administrative staff from research-based HEIs in Quetta, Pakistan. A questionnaire-based survey was conducted on permanent faculty members from different universities of Quetta, Pakistan. The finding of the study shows a positive attitude among the researchers. The study empirically examined the interface between KM processes and KS attitude and higher education performance while providing valuable insights into the prevailing literature by investigating the mediating role of subject norms. The impact of subjective norms on KS attitude and KM process indicates the importance and basic determinant in organizational premises and improvement of skills of faculty management in HEIs. The partial mediation also reveals the importance of subjective norms in the development of faculty members' KM and KS attitude process.

• 한국산학기술학회논문지
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• 제19권5호
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• pp.410-417
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• 2018

본 연구의 목적은 간호학생을 대상으로 노인 학대에 대한 인식, 주관적 규범과 지각된 행위통제를 조사하고 노인 학대에 대한 태도에 어떠한 요인이 영향을 미치는지 확인하는 것이다. 연구대상자는 G도에 소재하는 D대학과 S대학 간호학과에 재학 중인 학생 404명이었으며, 자료수집은 2017년 11월 20일부터 1월 26일까지 설문지를 통해 이루어졌다. 수집된 자료는 SPSS/WIN 22.0 통계 프로그램을 이용하여 기술통계, 독립표본 T검증(Independent t-test), 분산분석(ANOVA), 피어슨 상관계수(Pearson's correlation coefficient)와 단계적 회귀분석(stepwise regression)을 이용하였다. 연구결과 4점 척도를 이용하여 노인 학대에 대한 인식은 3.60점, 주관적 규범은 2.69점, 지각된 행위통제와 태도는 각각 2.62점, 2.97점이었으며, 노인 학대에 대한 인식, 주관적 규범, 지각된 행위통제와 태도 모두 노인 간호와 관련된 과목의 교육여부에 의해 유의한 차이를 보였다. 노인 학대에 대한 인식, 주관적 규범, 지각된 행위통제와 태도는 유의한 정적 상관관계를 보였으며, 노인 학대에 대한 태도에 영향을 주는 요인은 노인 학대에 대한 인식(${\beta}=.185$, p<.001), 주관적 규범(${\beta}=.167$, p=.005), 지각된 행위통제(${\beta}=.161$, p=.007)와 학년(${\beta}=-.103$, p=.038)이었다. 본 연구결과를 토대로 노인 학대를 접했을 때 적극적 개입을 위한 인식, 주관적 규범, 지각된 행위통제를 높이는 것이 필요하고, 이를 위해 노인 간호와 관련된 과목을 교육하는 것이 중요하며, 나아가 노인 학대와 관련된 교육프로그램 개발을 제안하는 바이다.

• 가정과삶의질연구
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• 제32권3호
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• pp.65-84
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• 2014

This study was performed to explore the factors that affect the debt-reuse intention of defaulters. The focus of this study is on defaulters who used debt for stock investment. Debt-usage differences were considered since they had different psychological backgrounds. A total of 712 self-administered questionnaires (stock=131 and no-stock=581) were analyzed using SPSS. The major findings were as follows : First, the level of perceived behavioral control was the highest and the level of attitudes toward using debt was the lowest among the psychological factors in both groups. Second, perceived behavioral control was different according to age and income. No such significant association was found in attitudes toward using debt, subjective norms and behavioral intention in the stock group. Third, behavioral intention was explained by attitudes toward using debt and subjective norms in the stock group. However, in the no-stock group, behavioral intention was explained by attitudes toward using debt, subjective norms and perceived behavioral control. These findings have important pragmatical meaning in that they show the determinants of debt reuse by stock investment defaulters.