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

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.

계획된 행동이론의 확장은 행동을 설명하는 데 얼마나 효과적인가 ? : 국내 학술지 대상 메타분석을 통한 확장된 계획행동이론의 정교화를 위한 시론

이진우,손영곤 한국광고PR실학회 2017 광고PR실학연구 Vol.10 No.3

본 연구는 지금까지 국내에서 발표된 계획된 행동이론 및 확장된 이론을 적용한 논문에 대한 메타분석을 통해 계획된 행동이론의 확장을 위해 사용된 개념들을 검토해 보았다 . 또한 이들 개념이 추가됨에 따라 계획된 행동이론의 설명력 증가에 얼마나 기여하고 있는지를 살펴보았다 . 이를 위해 2016년까지 국내 학술지에 발표된 217편의 연구를 대상으로 분석을 실시하였다 . 그 결과 , 계획된 행동이론의 설명력을 증가시기키 위해 사용된 추가 개념은 과거 행동 , 습관 , 과거 경험 , 도덕규범 , 집단 규범 , 기술 규범 , 지식 , 자기효능감 , 자기정 체성 , 실천의도 등이 많이 다루어지고 있었다 . 습관 , 과거 행동 , 도덕규범은 행동의도나 행동을 설명하는 변량을 증가시키는 데 큰 영향을 미치고 있었다 . 특히 이들 개념은 행동의 도나 행동에 직접적으로 영향을 미치고 있는 것으로 나타나 향후 계획된 행동이론을 확장 하는 데 있어 유용한 개념이 될 수 있음을 확인할 수 있었다 . 본 연구는 인간 행동을 설명하는 데 널리 적용된 대표적인 이론가운데 하나인 계획된 행동이론을 확장하는 데 있어 검토할 수 있는 요인과 그 설명력을 살펴보았다는 데 가장 큰 의의를 찾을 수 있다. The purpose of this study is to review the concepts used for the expansion of the theory of planned behavior and to show the change of variance of additional variables of the theory of planned behavior. To do this, this study examined how much the addition of these concepts contributed to the increase in the explanatory power of the theory of planned behavior. Through a meta-analysis on 217 studies published up to the end of 2016 in Korea. The most frequently used concepts in the extension of the theory of planned behavior are past behavior, habit, past experience, moral norm, group norm, descriptive norm, knowledge, self-efficacy, self-identity, and implementation intention. The habit, past behavior, and moral norm had a great effect to increase variance explaining the behavior intention or behavior. Also this study has found that these concepts could be useful to extend the theory of planned behavior. This finding implies that additional variables are significant in the extension of the theory of planned behavior. Based on the findings of the present meta-analysis, this study discussed the future directions in which current the theory of planned behavior research can be taken forward.

합리적 행동이론, 계획된 행동이론, 휴리스틱 변수가 학습행동의도에 미치는 영향에 관한 연구 : 원격수업에 참여한 사회복지전담공무원 수험생 중심으로

김형준(Kim, Hyeong-Jun),이상주(Lee, Sang-Joo),김정훈(Kim, Jung-Hoon) 한국유아교육·보육복지학회 2020 유아교육·보육복지연구 Vol.24 No.3

본 연구는 합리적 판단기준인 합리적 행동이론(TRA), 계획된 행동이론(TPB), 직관적 판단 기준인 휴리스틱(heuristic) 변수가 학습행동의도에 미치는 영향에 대해 연구하였다. 연구대상은 사회복지전담공무원 시험을 준비하는 원격수업 성인 참여자를 대상으로 하였으며. 학습행동의도에 미치는 영향을 파악하기 위해 위계적 회귀분석을 실시하였다. 분석결과, 합리적 행동이론(TRA)의 두 가지 변수 모두 학습행동의도에 유의한 영향을 미쳤으며, 계획된 행동이론(TPB)의 세 가지 변수 중, 학습행동태도만 제외하고 모두 학습행동의도에 영향을 미쳤는데, 특히 주관적 규범 변수가 가장 강한 영향력을 미쳤다. 또한 마지막에 투입한 전형적 휴리스틱 변수는 합리적 행동이론의 학습행동태도, 주관적 규범 변수들뿐만 아니라, 계획된 행동이론(TPB) 변수들 중 주관적 규범, 지각된 행동통제와 함께 학습행동의도에 유의한 영향을 미친 것으로 나타났다. 특히, 휴리스틱이 연구대상자들의 행동태도, 주관적 규범, 그리고 지각된 행동통제를 증대시킨 결과를 주목할 만하다. 이는 학습행동의도의 영향요인으로 드러난 합리적 판단과 직관적 판단의 요소들을 중요하게 고려하면서 원격학습의 설계가 필요함을 의미한다. 더 나아가 학습행동의도에 영향을 미치는 결과는 학습행동 유발을 야기해 학습 효율성을 높일 수 있는 기제를 발견했다는 점에서 그 의미가 있다. This study studied the effects of rational-judgment criteria, rational-action theory(TRA), planned-action theory(TPB), and intuitive-based-heuristic variables on learning behavior intention. The subjects of the study were adult participants in remote classes preparing for the social welfare official exam. Hierarchical regression analysis was performed to determine the impact on learning behavior intention. As a result of the analysis, both variables of theory reasoned action(TRA) had a significant impact on learning behavior intention, and among the three variables of theory of planned behavior(TPB), all but learning behavior attitude had the strongest influence, especially subjective normative variables. It was also shown that the last typical heuristic variable had a significant effect on learning behavior intention in subjective normative variables of theory reasoned action as well as subjective norms and perceived behavior control variables of theory of planned behavior(TPB) In particular, it is noteworthy that heuristic has increased behavioral attitudes, subjective norms, and perceived behavioral control of the subjects. This means that the design of remote learning is necessary, taking into account the factors of rational judgment and intuitive judgment that have been revealed as the influence factors of learning behavior intention. Furthermore, the results that affect learning behavior intention are meaningful in that they have found a mechanism that can increase learning efficiency by inducing learning behavior.

복권구매행동의도의 선행요인구조 분석

박종민(Park, Jongmin),박진홍(Park, Jinhong) 한국광고홍보학회 2015 광고연구 Vol.0 No.105

본 연구는 계획된 행동 이론을 근거로 하여 최근 우리나라 복권구매자들의 복권 구매 행동과 행동의도에 영향을 미치는 요소들을 분석하고자 하였다. 전체적인 본 연구 결과 복권의 구매 행동 의도에 복권에 대한 태도와 주관적 규범은 영향을 주고 있는 반면 지각된 행동 통제감은 영향을 미치지 못하고 있었다. 따라서 본 연구는 복권의 구매 행동을 설명할 때 계획된 행동이론보다는 합리적 행위 이론이 더 적합한 모형이라는 설명이 가능함을 알 수 있다. 그러나 복권 구매자 집단과 비구매자 집단을 나누어 두 집단의 복권 구매 과정의 차이를 분석한 결과는 구매자 집단만의 복권 구매 행위 모델은 계획된 행동이론이 적절함을 보여 주는 결과였다. 반면 비구매자 집단은 복권에 대한 태도만이 행위의도에 영향을 미치고 있었다. 다양한 연구결과의 실용적이고 학문적인 함의가 토론되었다. This study is try to identify variables precedent of the lottery ticket purchasing behavior by appling three independent variables (attitude toward the lottery ticket purchasing behavior, subjective norm, perceived behavioral control) of theory of planned behavior. The results of this study showed that attitude toward the lottery ticket purchasing behavior and subjective norm had an effect on the lottery ticket purchasing behavior while perceived behavioral control had no effect on it. It means that theory of reasoned action is more explicable model than theory of planned behavior for understanding the lottery ticket purchasing behavior. However, the results of additional analysis of only main lottery ticket purchasers after excluding non lottery ticket purchasers are not supporting theory of reasoned action but theory of planned behavior because all three independent variables (attitude toward the lottery ticket purchasing behavior, subjective norm, perceived behavioral control) of theory of planned behavior had an effect on the lottery ticket purchasing behavior. subjective norm, perceived behavioral control) of theory of planned behavior had an effect on the lottery ticket purchasing behavior. Analyses on non lottery ticket purchasers’ behavioral pattern revealed that their attitude toward the behavior is only effective variable for their lottery ticket purchasing behavior. Diverse practical and academical implications of the results have beed discussed.

확장계획행동이론을 이용한 커피전문점이용고객에 대한 행동예측

강찬호 ( Chan Ho Kang ),장우진 ( Woo Jin Jang ),장형욱 ( Hyeong Wook Jang ) 한국관광산업학회 2014 Tourism Research Vol.39 No.3

본 연구의 목적은 확장계획행동이론을 이용한 커피전문점 이용고객에 대한 태도, 주관적 규범, 지각된 행동통제, 사전지식이 행동의도에 미치는 영향과 지각된 행동통제, 사전지식, 행동의도가 행동에 어떠한 영향을 미치는지 살펴보았다. 연구의 목적을 달성하기 위하여 커피전문점에서 커피를 구매하는 고객을 대상으로 설문조사를 실시하였고 회수된 350부의 설문지 중 불성실한 응답 11부를 제외한 339부를 분석에 사용하였다. 분석 결과, 커피전문점 이용고객의 태도, 주관적 규범, 지각된 행동통제, 사전지식이 행동의도에 유의한 영향을 미쳤다. 또한 지각된 행동통제와 행동의도가 행동에 유의한 영향을 미쳤으나, 사전지식의 경우 행동에 미치는 직접적 영향이 미약하였다. 이용고객이 커피전문점 관련 사전지식을 많이 보유하고 있더라도 환경적 요인과 상황적 요소에 따라 바로 행동을 취할 수 없기 때문인 것으로 판단되다. 본 연구의 시사점을 요약하면, 커피전문점은 이용고객을 유지하고 잠재고객을 유치하기 위해 이용고객들이 호의적인 태도를 가지도록 노력해야 한다. 또한 행동의도에 직접적인 영향을 미치는 지각된 행동통제 - 이용 용이성 및 가능성 등 - 커피전문점의 위치, 교통 등 시설 측면도 고려해야 한다. 사전지식은 행동에 대한 직접 효과가 미약하나 행동의도를 통한 간접 효과가 있는 주요 변인으로 이용고객의 사전지식을 확대 시킬 수 있는 노력이 필요하다. 최근 감성브랜드 및 스토어 어미지 등에 따라 구매하는 경향이 증가하므로 감성만족 요소들을 파악한 차별화된 마케팅 전략이 필요할 것이다. The purpose of this research lies in analyzing the effects of attitude, subjective regulations, perceived behavioral control, and prior knowledge on behavioral intentions for coffee shop customers, utilizing the Extended Theory of Planned Behavior. A survey was conducted of customers at coffee shops. A total of 350 questionnaires were collected. Excluding 11 undependable questionnaires, 339 questionnaires were used for analysis. The results show that respondents`` attitude, subjective regulations, perceived behavior control and preliminary knowledge had significant effects on behavior intentions. While respondents`` perceived behavioral control and behavioral intention had significant effects on behavior, prior knowledge did not significantly influence behavior. This implies that although customers have much knowledge about coffee shops, the environmental and situational elements more strongly influence their behavior. The results of this study propose implications that coffee shops should have friendly attitude towards customers in order to keep present customers and to attract potential customers. In addition, coffee shops should consider perceived behavioral control that has direct effects on behavioral intentions, such as convenience and possibility, as well as location and transportation. Although prior knowledge does not have significant effects on behavior, this factor is still important since it has indirect effect on behavior through behavioral intentions. Recently, it is suggested that purchase is affected by emotional brands and store images; therefore, a differentiated marketing strategy that considers such emotional satisfaction factors should be utilized.

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.

계획된 행동이론에 예기정서를 적용한 인터넷 구매행동: 성차를 중심으로

박희량 한국소비자·광고심리학회 2010 한국심리학회지 소비자·광고 Vol.11 No.4

The purpose of this study was to applied theory of planned behavior to explain internet purchase behavior through how much attitude toward the behavior, subjective norm, perceived behavior control can explain behavior intention and behavior. Especially, to validate whether explanation increases when perceived behavior control is added while expanding from TRA to TPB. In addition, checked if the explanation component increases to understand behavior intent when anticipated emotion is added to the proposed variables from TPB. Lastly, whether gender difference is visible in the final structure model. In conclusion, when perceived behavior control is added the variance explaining behavior intent increased. Also, the positive anticipated emotion added to the TPB variables explained the behavior intent with statistical significance. And finally, females showed higher influence of perceived behavior control to behavior intent than males. 본 연구의 목적은 인터넷 구매행동을 설명하는데 있어서 계획된 행동이론에서 제안한 행동에 대한 태도, 주관적 규범, 행동통제력 지각이 행동의도와 행동을 얼마나 설명하는지 알아보고, 특히 TRA에서 TPB로 확장할 때 행동통제력 지각을 추가하면 설명력이 더 좋아지는지 알아보았다. 또한 TPB에서 제안한 변인들에 덧붙여서 예기정서를 추가하면 행동의도를 설명하는 변량이 높아지는지를 알아보았다. 마지막으로 최종 구조모형에서 성차가 있는지를 보았다. 그 결과 행동통제력 지각을 추가하면 행동의도를 설명하는 변량이 증가하였고, 또한 TPB 변인에 추가한 정적 예기정서도 행동의도를 유의하게 설명하였다. 그리고 여성이 남성에 비해 행동 통제력 지각요인이 행동의도에 더 큰 영향을 미치는 것으로 나타났다.

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.

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.