Many consumers intend to make environmentally purchase. However, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behavior. In this study, we examined the effect of situational factors such as price sensitivity, product quality perception, and label trust on the relationship between purchase intention and purchase behavior for environmentally friendly products. First, we conducted a theoretical consideration through a review of literature on price sensitivity, product quality perception, label trust, purchase intention and purchase behavior. Based on the literature review, we designed a structural model and developed the hypotheses. Next, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 213 samples were collected and the data were analyzed using a structural equation model (LISREL 8.70). The results suggest that the situational factor of label trust has a moderating effect on the relationship between purchase intention and purchase behavior for environmentally friendly products. However, price sensitivity and product quality perception have no moderating effect. This means that trust in labels is important when consumers want to buy environmentally friendly products. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

Purpose - This study aimed to identify the sub-dimensions of fashion social media quality (information quality, social quality, service quality, system quality) and investigate how they affect purchase intention through fashion information use behavior (information acceptance, information diffusion). Research design, data, and methodology – Data collection was carried out twice for systematic verification of the research model. In the first data collection, the reliability and validity of research variables were verified through 238 respondents and questionnaires were revised and supplemented based on their responses. In March 2018, the final survey was conducted from 755 respondents the age of 20 to 49. Using SPSS 23.0, descriptive statistics, exploratory factor analysis, correlation analysis were performed. In order to test hypotheses, structural equational modeling technique was employed using AMOS 23.0. Results - First of all, fashion Social media quality consists of four factors including information quality, social quality , service quality and system quality. Second, fashion Social media information quality, social quality , and system quality were shown to have a positive(+) effect on information acceptance behavior, and social quality , service quality and system quality were shown to have a positive(+) effect on information diffusion behavior. It was also determined that the acceptance and diffusion behaviors of fashion information through fashion Social media had positive(+) influence on purchase intention. Conclusions - This study holds academic significance in its identification of the components of fashion Social media quality and for conducting an empirical analysis on the causal relationship between fashion information acceptance and diffusion behaviors, and purchase intention. The results of this study indicate that fashion involvement is the key factors in determining the quality of Social media, the acceptance of information through Social media, and, by extension, the purchase of fashion products. Practitioners in the fashion industry may use the findings of this study in order to build more effective Social media strategy.

이 연구의 목적은 한국 청소년용 다문화 행동의도 척도(MBIS)를 개발하고 타당화하는 데 있었다. 이를 위하여 선행연구 고찰을 통해 청소년의 다문화 행동의도의 개념을 정립하고 이 개념에 적합한 초기 문항을 개발하였다. 그리고 다문화 교육 관련 전문가에게 내용타당 도를 검증 받아 총 18문항의 예비조사용 도구를 확정하였다. 예비조사는 425명의 청소년을 대상으로 실시하였으나 수집된 자료 중 91.2%(388부)가 분석 자료로 활용되었다. 문항의 신뢰도와 구성타당도에 대한 검토로 1차 EFA와 CFA의 절차를 거쳐서 총 18문항의 본 조사용 청소년의 MBIS를 개발하였다. 본 조사에는 예비조사와 다른 집단의 청소년(840명)을 표본 추출하였다. 수집된 자료 중 90.7%(762부)의 유효자료를 이용하여 본 조사 도구(18문항)에 대한 2차 EFA, 신뢰도와 구성 타당도를 검증한 결과 최종적으로 청소년 MBIS는 3요인구성의 총 16문항(Cronbach's α=.965) 으로 개발되었다. 요인 1은 상호문화 소통행동의지(6문항, α=.934), 요인 2는 다문화 원조행 동의지(5문항, α=.945), 요인 3은 다문화 공존행동의지(5문항, α=.909)로 명명하였다. 개발된 MBIS모델의 타당성을 검증하기 위하여 2차 CFA를 수행한 결과 최종 MBIS의 모델 적합도 지수가 모두 판정기준을 지지하였으며(SRMR=.035, RMSEA=.083, GFI=.904, NFI=.947, TLI=.946, CFI=.946), 하위요인 간 상관분석, 개념신뢰도 및 AVE 등을 통해 수렴 타당도, 판별타당도, 준거타당도 등이 확증되었다. 마지막으로 이 연구를 통해 개발된 청소년 MBIS의 의의와 이 연구의 제한점을 바탕으로 후속 연구를 위한 제언을 제시하였다.

Our society has been dominated by the Dilemma Theory that rational individuals cannot get out of the 'Tragedy of the Commons' without helps from state or market. However, many empirical researches have discovered cases that common pool resources could be managed by cooperative methods of community. Based on the possibility of managing common pool resources by residents' cooperation/solidarity revealed by the recent case researches, this study aims to seek for the theoretical basis to prove it. Generally, public policies are carried forward based on the theoretical basis of the relevant social issues. The objective of this study is to suggest the new direction of policies related to domestic common resources through the researches on community's role in managing local common pool resources represented as "scenic spot". For this, it aims to reveal the influence of community activity on behavioral intention of local common pool resources, by drawing/quantitatively measuring measurement items of local residents' community activity on top of attitude, norms, and behavioral control suggested by the existing Theory of Planned Behavior. The results of this study are as follows; 4 factors such as attitude toward behavior, subjective norm, perceived behavior control, and community activity were all factors that influenced intention to manage.

이 연구의 목적은 한국 청소년의 다문화 행동의도와 다문화 인식, 다문화 자기효능감 및 다문화 태도의 구조적 관계를 구명하는 데 있었다. 이를 위해 구체적으로 첫째, 청소년의 다문화 행동의도의 구조적 가설모형을 설정하고 모형의 적합도를 검증하고, 둘째, 청소년의 다문화 행동의도와 관련 변인의 영향 관계를 밝히며, 셋째, 청소년의 다문화 행동의도의 구 조모형에서 나타나는 다문화 자기효능감 및 다문화 태도의 매개효과를 밝히는 데 목적을 두었다. 연구 대상은 A, B, C시에 소재한 고등학교 재학생인 청소년 총 840명으로 유의표집을 통해 표집 되었다. 수집된 자료 가운데 구조방정식모형 분석에 유효한 733부가 최종 분 석에 활용되었다. 주요 연구 결과는 다음과 같다. 첫째, 이 연구에서 제시한 청소년 다문화 행동의도의 구조모형은 변인 간의 구조관계를 예측하기에 적합한 것으로 검증되었다. 둘째, 인과적 구조모형 내에서 청소년의 다문화 인식을 제외한 다문화 자기효능감과 다문화 태도 는 다문화 행동의도에 직접적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 인과적 구 조모형 내에서 청소년의 다문화 인식은 다문화 자기효능감과 다문화 태도를 매개로 다문화 행동의도에 간접적인 영향을 미치는 것으로 나타났다. 또한 청소년의 다문화 자기효능감은 다문화 태도를 거쳐 다문화 행동의도에 간접적으로 영향을 미치는 것으로 나타났다. 이상 의 연구 결과를 바탕으로 청소년의 다문화 행동의도와 관련 변인의 인과관계에 대한 함의 와 후속 연구를 위한 제언이 이루어졌다.

The major purpose of this study was analyzing of farmer’s intention in related to organic agriculture by using of the Theory of Planned Behavior (TPB). Farmers of Chungchung Province (n=164) were administered a questionnaire survey that measured TPB constructs. The data and hypotheses were analyzed using multiple regression and confirmatory factor analysis by SPSS 21.0 and AMOS 21.0. Results showed that attitude, subjective norms, and perceived behavior of control were all positively related to farmer’s intention of organic agriculture and explained power of the model was relatively high which was 51 percent. Also the results of the analysis showed that the subjective norm was a key dimension of farmer’s intention in terms of standardized coefficient. The study demonstrated that the reduced theory of planned behavior was fit for factors of farmer’s intention. The meaning of the study and implications for future studies were discussed.

Purpose: This study examined if past exercise habits moderated the mediational influence of intention to exercise on the relationship between exercise identity and exercise behavior. Methods: Physically active university students (N=565) responded to a past behavior, exercise ientity, intention, and the Godin leisure-time exercise questionnaire. Moderated mediation was tested using a SPSS moderated mediation macro (Preacher, Rucker, & Hayes, 2007). Results: Multiple regression analysis showed that all criteria for mediation were met. Furthermore, the relationship between exercise identity and exercise behavior was moderated by past exercise behavior(β=.08, p<.05). Conclusion: Findings confirm the importance individual's past exercise habits and exercise identity support the extended Theory of Planned Behavior by showing significant moderation by past exercise behavior. Results demonstrates the importance of moderated mediation models to determine complex interaction between psychological constructs and exercise behavior.

본 실증적 연구의 목적은 게임에서 게이머의 사회적 상호작용을 통해 발현되는 조직시민행동 이 게임의 지속 사용의도에 어떠한 영향을 미치는지 알아보고, 게이머의 이타적 행동과 순응적 행동 유도에 대한 학술적, 실무적 시사점을 제공하는 것이다. 이를 위해 조직시민행동 이론을 바탕으로 가설을 설정하였고, 리니지2 게이머 134명을 대상으로 실증 분석을 실시하였다. 분석 결과, 게이머의 조직시민행동인 이타적 행동과 순응적 행동은 게임의 지속 사용의도에 유의미 한 영향을 미치는 것으로 나타났다.

Purpose: The present study examined how self-efficacy and parental support (autonomy and controlling support) mediate and moderate between exercise intention and exercise behavior in children. Methods: Mediation, Moderation, and Conditional process analysis was used with 252 children. Results: The results indicated that the positive association between intention and behavior partially mediated by self-efficacy, and this indirect link was stronger for students with low autonomy and controlling support than for those with high autonomy and controlling support. In addition, both autonomy and controlling support moderated the relationship between intention and self-efficacy. Autonomy support moderated the relationship between self-efficacy and behavior but not the relationship between intention and behavior. On the contrary, controlling support moderated the relationship between the relationship between intention and behavior but not the relationship between self-efficacy and behavior. Conclusion: These findings suggest that intention is positively link to behavior in children’s exercise settings, and self-efficacy and parental supports are key mechanisms in the relationship.

The Purpose of this paper is to analysis on consumer’s purchasing behavior and intention of local food. To analysis consumer’s purchasing behavior, a series of homemaker surveys were conducted. The sample size of the survey is 416 respectively. As a survey result, consumer’s purchasing behavior shows that purchasing ratio of local food and buying place is various type. By decision tree model analysis showed that consumer’s purchasing intention is enough to establishing local food system in region. Therefore, strategies for regional consumption are needed expression of the place city and county of origin, diversification of purchasing item and buying area, and sustainable improvement for safety and trust on local food.

본 연구의 목적은 청소년들의 신체활동에 대한 가족의 지지, 성격 특성, 계획된 행동이론의 주요 구성개념(태도, 주관점 규범, 지각된 행동통제), 참여의도 및 신체활동 간의 구조적 관계를 검증하는 것이다. 이를 위해 1단계에서는 번안된 질문지의 신뢰도와 타당도 검증을 위해 1개 중학교 학생 180명(남학생=90명, 여학생=90명)이 참여하였고, 2단계 본조사에는 2개 중학교로부터 총 449명(남학생=238명, 여학생 =211명)이 참여하였다. 구조방정식 모형분석의 결과 가족의 지지가 태도에 직접 영향을 주지만 주관적 규범과 태도를 통해 신체활동 행동에 간접 영향을 주지는 않았다. 성격특성은 주관적 규범과 지각된 행동통제를 통해 신체활동 의도를, 지각된 행동통제를 통해 신체활동 행동을 간접적으로 예측하였다. 다집단 분석 결과 태도와 행동통제에 미치는 성격특성의 영향력은 남학생 집단에서, 신체활동 의도에 미치는 행동통제의 영향력은 여학생 집단에서 강하게 작용하였고, 외향적 성격특성이 높은 남녀 학생일수록 신체활동 행동 수준이 더 높은 것으로 나타났다.

This study was performed with 239 dwellers who live in the city, visited rural tourism village. This study investigated the relationship of servicescape perception of rural tourism village and tourist satisfaction and behavior intention. The servicescape factors of rural tourism village consist of artificial factors and social factors. Social factors affect more total satisfaction, service satisfaction and environmental satisfaction more than artificial factors, but facilities satisfaction is more affected by artificial factors than Social factors. Total satisfaction and service satisfaction and environmental satisfaction influence behavior intention but facilities satisfaction does not. Total satisfaction has the biggest influence on behavior intention. This means that for successful rural tourism village development, social factors should be considered than artificial factors.

본 연구의 목적은 생활체육 참여자들의 지속행동이 운동중독에 미치는 영향을 규명하는데 있다. 연구대상은 수도권지역에서 다양한 종목의 생활체육 프로그램에 참가하고 있는 20세 이상의 일반 성인 남․녀 239명(남: 150명, 여: 89명)을 본 연구의 최종분석대상으로 삼았다. 대상자의 평균 연령은 38.62세(SD=10.54)이고 운동경력은 3.97년 이었다. 수집된 자료는 기술분석, 중다회귀분석(multiple regression analysis)을 실시하여 다음과 같은 결론을 도출하였다. 지속행동 요인 중 태도는 사회적 문제, 운동의존, 금단증세, 운동동기에 정적인 영향을 미쳤으며, 통제지각은 금단증세에 부적인 영향을 미쳤다. 참여의도는 금단증세와 운동동기에 정적인 영향을 미치는 반면, 주관적 규준은 운동중독요인에 아무런 영향을 미치지 않는 것으로 나타났다.