아로마테라피 계획행동이 행동의도에 미치는 영향

한현정,김용신 한국응용과학기술학회 2024 한국응용과학기술학회지 Vol.41 No.2

본연구는 계획행동이론 요인으로 태도, 주관적 규범, 지각된 행동통제의 계획행동이론으로 아로마테라피의 계획행동이 행동의도에 미치는 영향을 알아보는데 목적을 두었다. 아로마테라피 계획행동이행동의도 독립변수의 태도, 주관적 규범, 지각된 행동통제는 아로마테라피 행동의도에 유의미한 긍정적인인과관계가 있는 것으로 분석되었다. 가설1의 “아로마테라피 계획행동이 행동의도에 미치는 영향을 미칠것이다” 의 검증 결과로 아로마테라피 계획행동 중에 태도, 지각된 행동통제, 주관적 규범이 클수록 참여의도역시 상승하는 것을 확인된 선행연구와 본 연구가 유사한 결과로 검증이 일치하였다. 이같은 결과는 아로마테라피 계획행동이 행동의도를 통해 아로마테라피의 시장점유율상승, 스트레스감소, 건강증진에 기여할것으로 시사한다. The purpose of this study was to investigate the effect of aromatherapy planned behavior on behavioral intention using the theory of planned behavior of attitude, subjective norm, and perceived behavioral control as factors of the theory of planned behavior. The behavioral intention of aromatherapy planned behavior was analyzed to have a significant positive causal relationship between the independent variables of attitude, subjective norm, and perceived behavioral control on the behavioral intention of aromatherapy. As a result of testing Hypothesis 1, “Aromatherapy planned behavior will have an effect on behavioral intention,” previous research confirmed that the greater the attitude, perceived behavioral control, and subjective norm during aromatherapy planned behavior, the higher the participation intention. The verification was consistent with similar results between this study and this study. These results suggest that aromatherapy planned behavior will contribute to increasing aromatherapy's market share, reducing stress, and improving health through behavioral intention.

계획행동이론에 따른 헤어샵 SNS 정보특성이 고객 행동 의도에 미치는 영향

엄지애,박은준 국제보건미용학회 2023 국제보건미용학회지 Vol.17 No.3

This study sought to provide useful data necessary to generate and increase hair shop profits by clearly recognizing the differentiation of customers using hair shop SNS through planning behavior theory and examining customer's behavioral intention leading to actual hair shop visits. To this end, a non-face-to-face online survey was conducted, and a total of 756 copies were used for the final analysis. The collected data were subjected to frequency analysis, factor and reliability analysis, correlation analysis, and multiple regression analysis for hypothesis verification using SPSS 22.0, and the results are as follows. First, hair shop SNS information characteristics were classified into reliability, interaction, and timeliness, and planned behavior theory was classified into attitude, subjective norms, and perceived behavioral control, and customer's behavioral intention was viewed in a single dimension. Second, it was found that the relationship between hair shop SNS information characteristics, planned behavior theory, and customer's behavioral intention had a statistically significant positive (+) effect, and planned behavior theory showed a mediating effect at the same time. Second, it was found that the relationship between hair shop SNS information characteristics, planned behavior theory, and customer's behavioral intention had a statistically significant positive (+) effect, and planned behavior theory showed a mediating effect at the same time.The results of the above study confirmed that the characteristics of hair shop SNS information affect the customer's behavioral intention and at the same time induce positive customer behavior. In other words, it can be a good marketing tool to attract new customers and maintain existing customers. In the future, it is hoped that research on the characteristics of more diverse research subjects and a wide range of regions will continue by substituting planned behavior theory in the beauty field, including hair shops, and by segmenting new variables and factors suitable for it

계획행동이론을 적용한 온라인 여행상품의 구매의도에 관한 연구

임혜미(Hye Mi Yim),김형길(Kim Hyoung Gil) 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.3

This study executed the theoretical and empirical study of purchasing intention of online travel products applying the Theory of Planned Behavior due to the recent increase of tourists who purchase their products online. As the research variables, belief system(behavioral, normative, and regulation) and the antecedents(attitude toward behavior, subjective norm, and perceived behavioral control) of the Theory of Planned Behavior were applied to the online travel products and verified the causal relation of the attitude toward behavior, subjective norm, and perceived behavioral control. Also, this study identified the direct effect of online travel product purchasing intention of the attitude toward behavior, subjective norm, and perceived behavioral control. As the analysis result, the belief system, which is a subordinate concept of the online travel products, has a positive effect on the attitude toward behavior and normative belief system also has a positive effect on subjective norm. It also shows that the regulation belief system works as the promotion variable of the perceived behavioral control. These results means that the consumer"s belief system of online travel products effects the predictors of the Theory of Planned Behavior. It also shows that the antecedents(attitude toward behavior, subjective norm, and perceived behavioral control) that applied the Theory of Planned Behavior has a positive effect on the purchasing intention of the online travel products.

Analysis of Structural Model for Continuous Behavior and Psychosocial Factors Applying the TPB - Focused on the Elderly Participating in Silver Dance Program-

( Soon-hee Jeon ),( Hong Ji-hyoun ) 한국체육학회 2016 국제스포츠과학 학술대회 Vol.2016 No.1

Purpose: The purpose of this study was to empirically examine the structural relationship between the psychosocial factors which influence the continuous behavior of participating silver dance program based on the theory of planned behavior for elderly. Method: The final data has been selected from the collected surveys and 322 surveys has been used. The surveys has been made from the elderly participating silver dance program in the elder‘s college, senior welfare service center, community center, cultures center and so on among elder``s activity facilities in Seoul, Inchon and Gyeong-gi province. Theory of planned behavior scale used by Kim Young-ho(2005) was modified and constructed based on the Ajzen(1991), and the continuous behavior scale developed by Yang Myung Hwan(2004), and the cognitive commitment scale developed by Jeong Yong Gak(2004), and contents of question used by Kim Jae hoon, Yoo Jin(2007) was validation of structural adequacy for exercise addiction scale developed by the Adams(2001), Ogden & Veale & Summers(2001). For data analysis, frequency and reliability analysis was performed to learn the demographic distribution and the internal consistency of the study subject by using SPSS 20.0 and Amos 20.0 programs. Exploratory factor analysis was conducted to verify the reliability and validity between the measured variables and Confirmatory factor analysis was performed to verify the validity of the measured items. In addition, reliability analysis was performed to confirm the reliability of measuring tools and correlation analysis was performed to verify the correlation of the measured variable. The structural Equation Model was used to verify the hypothesis of the study. Moreover, structural model analysis of the two research models, adoption of the final model and the in-depth analysis of the final model were carried out. Result: First, based on theoretical background set, the research model appeared as appropriate. Second, among the theory of planned behavior (attitude, subjective norm, perceived behavioral control), exercise intention, continuous behavior, cognitive commitment, and exercise addiction variables, some significant correlation has been confirmed. Third, by comparing the research model and competitive model, it has been confirmed that the competitive model is more appropriate. Fourth, Through the Modification Index, we verified that the modified model is much more appropriate compared to competitive model due to its improvement of suitability. Concretely, perceived behavioral control influences exercise addiction and cognition commitment through the exercise intention and continuous behavior. Also, the additional argument of cognition commitment been influencing the exercise addiction was confirmed as the most appropriate model. Conclusion: The results of this study suggests reliable model for behavioral domain of the elderly, the theory of planned behavior provides good theoretical framework in describing and predicting psychosocial decision-making factors have to do with physical activities.

남성의 양성평등행동에 대한 합리적 행위이론 및 계획된 행동이론의 적용:도덕적 책무의 역할 탐색

김명소,김금미,한영석 한국여성심리학회 2004 한국심리학회지 여성 Vol.9 No.1

The present study was conducted to (1) examine the effect of attitude, subjective norm, and perceived behavior control in explaining gender equality intention as well as gender equality behavior, i.e., test the theory of reasoned action and the theory of planned behavior (2) investigate the role of moral obligation in the prediction of gender equality behavior, and (3) propose and test the research model which includes the moral obligation variable into the theory of planned behavior. A nationwide sample of 727 Korean male adults participated in the survey. Both Reliability analysis and principal axis factor analysis showed that most factors were unidimensional with moderate to high reliability. The results from stepwise regression analyses indicated that the gender equality intention was explained 35.2% by the theory of reasoned action and 45.9% by the theory of planned behavior, while gender equality behavior was explained 37.3% and 39.6% respectively by each theory. When the moral obligation was added into the stepwise regression analysis, the variance was increased into 55.4% for gender equality intention and 40.8% for gender equality behavior. Furthermore, the moral obligation was more important predictor than the subjective norm. The results from the LISREL supported the research model proposed in this study with reasonable goodness of fit. Finally the implications and limitations of the present study as well as the future directions of this area were discussed.

축제방문객의 자기결정성에 따른 계획행동이 행동의도에 미치는 영향 연구 : 지각된 위험의 조절효과를 중심으로

한호성,이미혜 관광경영학회 2017 관광경영연구 Vol.79 No.-

Festival which are currently held at reaching the limitation of growth in the sector of the influx of new visitors due to the indiscreet quantitative expansions and the revisit intention of festival visitors make or break its success. The study which is adopted the integrated model to combine self-determination theory that is effective theory to understand that how the revisit intention is created and the plan conduct theory is needed to focus on festival visitors. Therefore, this study had verified the self-determination of festival visitors, planned behavior, behavioral intention, perceived risk, influencing relationship of prior knowledge, and moderation effect of perceived risk and prior knowledge. The study result is as follows. Frist, the self-determination of festival visitors had a positive effect on planned behavior. Second, the planned behavior had a positive effect on the behavioral intention, which means that there is a positive effective relationship between planned behavior and the behavioral intention. Third, the perceived risk between the planned behavior and the behavioral intention of festival visitors had played a adjusting role. The attitude toward behaviors and the subjective regulations had played a adjusting role but the perceived behavioral control did not play the adjusting role. Therefore, the study had verified the validity that the perceived risk would be adopted as an additional variable to explain the behavioral intention of festival visitors effectively. The results of this study would be baseline date to suggest the direction for planning and implementing the festivals. A Study on the Influence of Planned Behavior on Behavioral Intention of the Self- Determination of Festival Visitors.

The extended Theory of Planned Behavior in explaining exclusive breastfeeding intention and behavior among women in Kelantan, Malaysia

Tengku Alina Tengku Ismail,Wan Abdul Manan Wan Muda,Mohd Isa Bakar 한국영양학회 2016 Nutrition Research and Practice Vol.10 No.1

BACKGROUND/OBJECTIVES: The purpose of this study is to utilize an extended Theory of Planned Behavior in identifying predictors of exclusive breastfeeding intention and behavior among women in Kelantan, Malaysia. SUBJECTS/METHODS: A prospective cohort study was conducted, recruiting pregnant womenthrough two-stage cluster sampling. Their exclusive breastfeeding intention, attitude, perceived norm, perceived behavioral control and past behavior were obtained at baseline through interviewer-guided questionnaire. At one month after delivery, another interview was conducted to determine the two additional variables in the extended theory, which were their postpartum support and breastfeeding difficulty. The behavior, which was the actual duration of exclusive breastfeeding, was obtained from the second follow-up at six months. Pearson correlation and two hierarchical regression analyses were conducted. RESULTS: A total of 200 women completed the study follow-up. Their median intended exclusive breastfeeding duration was 4.0 (IQR 5) months, and the median actual duration was 1.0 (IQR 4) month. The Theory of Planned Behavior explained 51.0% of the variance in intention, with perceived behavioral control and attitude were the significant predictors. It also explained 10.0% of the variance in behavior, but the addition of postpartum support and breastfeeding difficulty increased the amount of explained variance in behavior by 6.0%. The significant predictors of exclusive breastfeeding behavior were intention, postpartum support and breastfeeding difficulty. CONCLUSION: The extended Theory of Planned Behaviorhad a good predictive ability in explaining exclusive breastfeedingintention and behavior. The women’s intention to practice exclusive breastfeeding may be improved by improving their perceived behavioral control and attitude. Providing correct postpartum support and skills to handle breastfeeding difficulties after delivery will improve their exclusive breastfeeding behavior.

계획된 행동이론에서 행동계획의 영향 -관광행동의 예측을 중심으로-

이형권 한국관광학회 2013 관광학연구 Vol.37 No.5

Large discrepancies between people’s intention to travel and actual tourism behavior indicate that intention is not a sufficient instigator for tourism behavior. To explore this intention-behavior gap the present study employed a prospective design: TPB variables and action planning were assessed at baseline and actual tourism behavior was assessed 6 months later. Positive moderating effects of action planning were demonstrated for tourism behavior, indicating that people with high level of action planning are significantly more likely to translate their intentions into actual tourism behavior. Intention partially mediated attitude(perceived behavioral control)-behavior relationships and fully mediated subjective norm-behavior relationship. Action planning moderated the mediation process(moderated mediation): The strength of the mediated effect increased along with levels of action planning. For intentions to mediate the attitude(subjective norm, perceived behavioral control)-behavior relationships, people must hold sufficiently high levels of action planning. 사람들의 여행하려는 의도와 실제 여행행동 간의 차이는 의도가 여행행동을 촉발시키는 충분한 촉진제가 아니라는 사실을 제시해주고 있다. 이러한 의도-행동 차이를 규명하기 위하여 본 연구는 종단적 연구를 이용하여 실험을 실시하였다. 즉, TPB변인들과 행동계획은 <Time 1>에 조사하고 실제여행행동은 6개월 후인 <Time 2>에 조사하였다. 실험결과 다음과 같은 결과를 얻을 수 있었다. 첫째, 의도가 행동에 미치는 영향을 행동계획이 조절하는 조절효과가 발생하였다. 이는 높은 수준의 행동계획을 세우는 사람들은 의도를 행동으로 실천하는 경향이 더 높다는 것을 의미한다. 둘째, 의도는 태도(인지된 행동통제)가 실제관광행동에 미치는 영향을 부분매개하였고 주관적 규범이 실제관광행동에 미치는 영향은 완전매개하는 효과가 발생하였다. 셋째, 행동계획은 이러한 매개효과를 조절하는 조절된 매개효과가 나타났다. 이러한 조절된 매개효과는 행동계획의 값이 클수록 매개효과가 커진다는 것을 의미한다. 따라서 의도가 태도(주관적 규범 및 인지된 행동통제)-실제관광행동의 관계를 매개하기 위해서는 사람들이 충분히 큰 행동계획의 값을 가져야만 한다는 것을 시사하고 있다.

문화계발이론과 확장된 계획행동이론을 적용한 테마파크 방문객의 행동의도 연구: 한국민속촌 SNS홍보를 통한 캐릭터체험 방문객을 대상으로

김규완 ( Kuewan Kim ),하정우 ( Jungwoo Ha ) 관광경영학회 2020 관광경영연구 Vol.100 No.-

This study is aimed to understand the leading experience features of character experiencing visitors in the theme parks. To investigate the intrinsic and extrinsic behavioral motives, differences between the expanded planned behavioral factors and recognition on the behavioral intention by the social media usages and intrinsic factors to affect the behavioral intention were confirmed, applying the theory of cultural development and the theory of expanded planned behavior. First, upon the t-test results on the expanded planned behavioral factors among the groups that used the social media classified by using hours and video watching hours of social media, significant differences of responses were found only the upper and lower groups of watching hours. Second, upon the regression analysis by models on the behavioral intention of expanded planned behavioral factors, all the variables except the attitude to the behaviors showed the significant impact in the expanded model using all the variables, and the influential power showed in the order of attachment and prior knowledge; and perceived behavioral control and subjective norms. The study results are anticipated to be used as the fundamental data to suggest the new development direction of the event spots and tourist attractions that faced the limitations on the motivation of revisits as well as contents.

계획된 행동 이론에 기초한 대학생의 친사회적 행동 예측모형 분석

김수인,신택수 미래를 여는 청소년학회 2016 미래청소년학회지 Vol.13 No.2

The purpose of this study is to examine the structural model of prosocial behavior based on Ajzen(1991)'s Theory of Planned Behavior(TPB). Through two pilot tests and main survey, contents of prosocial behavior constructs were developed based on the theory of planned behavior. The followings indicate the result of this study. First, the path of prosocial behavior was well explained by the theory of planned behavior. Importantly, intention partially mediated between perceived control and prosocial behavior. Second, among subjective norm, “supports by others” caused prosocial behavior, but motivation to conform did not have strong impact on prosocial behavior. Third, a sense of community did not significantly influence on prosocial behavior. Fourth, both gender and faith in religion do not affect prosocial behavior. This study raise the issue regarding the importance of university education. Also the limitation and contribution of the study were described. 본 연구의 목적은 Aizen(1991)이 제시한 계획된 행동 이론을 통해 친사회적 행동에 대한 태도와 신념이 실제 행동 수행으로 이어지는 경로를 탐색하는 것이다. 이에 본 연구는 계획된 행동 이론에 기초한 친사회적 행동 예측 경로를 공동체의식과 인구사회학적 요소의 통제변인을 포함한 인과관계 구조모형 하에서 검증하였다. 연구를 위해 2차에 걸친 예비조사와 본조사 후 친사회적 행동주제에 적합한 계획된 행동 이론 측정 문항을 개발하였으며 전국의 대학생 465명을 대상으로 온라인 설문조사를 실시하였다. 연구 결과, 계획된 행동 이론에 근거하여 친사회적 행동을 예측할 수 있었으며 계획된 행동 이론에 따라 지각된 통제 행위가 친사회적 행동 의도를 부분 매개로 하여 친사회적 행동 수행을 예측하는 것으로 나타났다. 주관적 규범으로 주변사람들의 지지는 친사회적 행동 수행을 예측하였으나, 순응 동기는 유의미한 영향을 미치지 못했다. 또한, 통제변인으로 본 공동체의식은 친사회적 행동에 통계적으로 유의미한 영향을 미치지 않는 것으로 나타났고, 성별과 종교유무 모두 친사회적 행동의 유의미한 차이는 없었다. 마지막으로 고등교육에서 대학생의 친사회적 행동 실천을 함양할 수 있는 제언과 논문의 한계점 및 의의를 기술하였다.