본 연구는 간호대학생의 기부의도에 영향을 미치는 요인으로서 과거행 동, 기부태도, 자선태도 및 지각된 행동통제의 구조적 관계를 알아보고자 수행되었다. 본 구조모형 연구는 경상북도 소재 일개 대학의 간호대학생 140명을 대상으로, 2022년 12월 20일부터 30일까지 네이버폼을 이용한 온라인 설문조사를 통해 자료가 수집되었다. 수집된 자료는 SmartPLS 3.3.7을 이용하여 부분최소제곱을 기반으로 한 구조방정식모델링분석에 의 해 분석되었다. 자료 분석 결과, 간호대학생의 과거행동, 기부태도, 자선 태도, 지각된 행동통제는 기부의도에 각각 유의한 정적 영향을 미쳤다. 또한 지각된 행동통제는 과거행동, 기부태도와 기부의도 간의 관계에서 각각 유의한 정적 매개영향을 미쳤다. 간호대학생의 높은 과거행동, 기부 태도, 자선태도, 지각된 행동통제는 기부의도를 증가시키는 요인이었으므 로, 이를 고려한 기부향상 전략이 마련될 필요가 있다.

Reports indicate that in 2017, social commerce had become a 20 billion dollar industry. Given the developing world’s fatigue with social media, social commerce growth will likely be fueled by consumers from developing economies. While literature has investigated social commerce in the context of established brands in developed economies (e.g. Kim and Ko, 2012), it cannot yet explain consumers’ engagement with the uniqueness of social media commerce in developing economies. Social commerce in Southeast Asian economies are largely conducted amongst individuals or micro businesses. Since social media platforms largely do not provide commerce security nor support, consumers are more vulnerable to fraudulent practices. What factors motivate these purchases despite such risks? This study offers insights into how consumers’ motivated reasoning influences their willingness to purchase over social media. We focus on the social media store’s ease of use and perceived security as antecedents of trust. Specifically, we argue that perceiving a lack of ability to purchase from other channels would induce higher trust towards a social media store, despite low perceptions of ease and security of transaction. Data was collected from 224 Indonesian social media users who have been exposed to social media stores on Instagram. The findings suggest that when consumers perceive high control of how they could obtain desired goods, trust becomes a logical function of the perceived safety and ease of use of the shops. However, under low perceived control, consumers display high trust in social media shops despite not being convinced that they are safe nor easy to use. The findings extend our understanding about the antecedents of value creation in social commerce (Stephen and Toubia, 2010). Our results enrich prior literature by showing how motivated reasoning leads to biases in judgment to be in favor of desired goals (Blanton and Gerrard, 1997), and extends it in the novel context of social media commerce. Furthermore, by incorporating the literature on perceived behavioral control and motivated reasoning, the current study provides important empirical evidence for the presence of perceived control over alternate channels as a significant driver for trust towards social media shops. The current research also has a number of implications for social commerce providers in developing economies. This study shows that it is advantageous for managers to cultivate trust using interactivity and reliability to elicit a sense of security and ease of use. However, our findings also offers a caution for firms to not be lulled into a false sense of comfort by taking consumers’ trust at face value.

The purpose of this study was to measuring the effects of health involvement, attitude, perceived behavioral control (PBC), behavioral intention on seafood consumption. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships among constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effect of health involvement on attitude was statistically significant. The direct effects of health involvement, attitude and PBC on consumption were statistically significant. As expected, attitude, PBC and behavioral intention had significant direct effects on consumption. Moreover, health involvement had a significant indirect effect on behavioral intention through attitude and PBC. Health involvement also had a significant indirect effect on consumption through attitude, PBC and behavioral intention. Attitude and PBC had significant indirect effects on consumption through behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among health involvement, attitude, PBC, behavioral intention and seafood consumption. Other variables(sensory variable, habit, norm etc) may be incorporated to form models that consist of new antecedent and consequence pairs.

본 연구의 목적은 TPB모형에 근거하여 운동참여 의도가 높지만, 실제 운동참여로 이어지지 못하는 의도-행동 불일치 현상을 운동제약을 통해서 설명하는 것이다. 이를 검증하기 위해서 대학 교양체육 참여자 319명을 대상으로 운동제약 수준에 따라 행동통제지각에서 운동참여행동에 미치는 영향력차이를 다집단 분석을 통해서 살펴보았다. 그 결과 의도가 운동참여행동에 미치는 영향력은 운동제약 집단 간 동일하지만, 행동통제지각이 운동참여행동에 미치는 영향력은 운동제약 저집단(.73)이 고집단(.50)보다 높았다. 따라서 운동제약을 많이 받는 사람일수록 의도는 높지만, 실제 운동참여 행동으로 이어지지 않는 의도-행동 불일치 현상이 존재할 것으로 판단된다. 지금까지 진행된 의도-행동 불일치 현상을 설명하는 연구들 대부분이 가설적 편향과 같은 측정 오류, 긍정적, 부정적 성향 등과 같은 개인의 특성에 의해 연구가 진행되었다면, 본 연구 결과는 운동제약 요인을 추가하여 의도-행동 불일치 현상이 유발될 가능성을 증명하였다는 점에서 의의가 있다.