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The purpose of this article is to test the impact of servicescape image on the behavioral intention of visitors in festival setting. The framework of a cognitive-affective destination image serves as the model for the study. The sample was collected at the Chungdo Bull Fighting Festival. The key findings of this article are as fallows. (1) The visitors' cognitive image on the festival servicescape directly affects the behabioral intention. (2) The cognitive image of the servicescape has an impact on the affective image of the festival such as pleasure and arousal. (3) The affective image of the festival has an impact on the behavioral intentions of the festival visitors. (4) The arousal of the affective image influences to pleasure.

The purpose of this study is to examine the relationships among perception of casino, job characteristics, gambling motivation and behavioral intention of casino dealers. To this end an onsite survey was conducted to natives of casino dealers who had participated casino games. The results of this study indicate that casino dealers with positive perception and job characteristics had an effect of intrinsic gambling motivation as excitement, learning and achievement. also both excitement, learning and achievement motivation had an effect on behavioral intention. Therefore the effect of casino dealer’s healthy gambling behavior is expected by increasing degree of ethical industry culture and strengthening evaluation and improvement of ethical management program and ethical education and training program, established industry system of casino industry, based on aggressive will and assist of manager.

The purpose of this study is to clarify the cause and effects of perceived value, overall satisfaction and behavioral intentions. The questionnaires were distributed 500 copies. 400 copies were collected, the questionnaires used in the empirical analysis were 360 copies. Data were analyzed by frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, structural equation using SPSS software ver. 17.0 and Amos 18.0. The results of the research's empirical analyses are as follows: Hypothesis one, the causality between the perceived value and overall satisfaction is rejected because the path coefficient is -.178, C.R. is -2.685 and p value is .007. In other words, the perceived value does not affect overall satisfaction positively but negatively. This result was different to that of previous studies such as Jeon(2010), Oh(1999) and Murry & Howat(2002). Hypothesis two, the causality between the overall satisfaction and behavioral intention is rejected because the path coefficient is -.035, C.R. is -.742 and p value is .458. This result shows that overall satisfaction do not necessarily affect behavioral intention positively. Hypothesis three, the causality between the perceived value and behavioral intention, is accepted because the path coefficient is .747, C.R. is 11.582 and p value is .000.

Integral part of the experience that it is only in recent years that it has become a subject of study in its own right. The purpose of this study is to effect of involvement of food tourists' on participation in food tourism and behavioral intention. The subject matter of this dissertation is food tourism participation in food related activities at a destination to experience its food tourists' attributes. The empirical objectives of this dissertation concerned identifying the underlying dimensions of food tourism, developing a conceptual framework that explains participation in food tourism. Survey was carried out among tourists visited in Gwangju & Jeonju region. Spsswin 12.0 statistical package were used for further analysis. The results were as follows: Firstly, Enduring involvement with food related activities is positively related to at least one dimension of food tourism. Secondly, There is a significant difference in tourists' participation in at least one dimension of tourism and their age & occupation. Thirdly, Food Tourists' on Participation had directly positive effect on satisfaction & Behavioral Intention.

This study tried to verify the influence how the customization affect on customer loyalty and repurchase intention, these are essential factors for the customers to evaluate service in experience to the hotel industry. Also, the practical analysis has been done by customers who had ever used hotel restaurants located in Seoul to cross-check how the customer trust affect mediating effects on the relationships between customization and customer loyalty and repurchase intention. The results of the practical analysis discovered that the customization and the customer trust make influence on customer loyalty and repurchase intention. And the Customer Trust affect mediating effects on the relationships between customization and customer loyalty, repurchase intention. The ultimate results of this study brings up the new direction in ways the training of the hotel employees and customer relationship marketing in management of the hotel restaurants.

The purpose of this article is to test the mediating role of the perceived value in the influence of the festival servicescape on the behavioral intention of the festival visitors. The sample was collected at the Yeongam Wangin Culture Festival. The key findings of this article are as follows. (1) The festival servicescape does not have direct influence on the behavioral intentions. (2) The festival servicescape has indirect influence on the behavioral intention through the intermediation of the perceived value and the festival satisfaction. (3) The path of the indirect influence moves in the following order, the festival servicescape, the perceived value, the festival satisfaction, and the behavioral intention.

The purpose of this study is to verify the effects of a hospitable public service advertisement’s emotion and emotional responses on the attitude toward the advertisement and behavioral intention and provide foundational data to promote hospitable public service advertisements effectively afterwards. According to the results of positive analysis, ‘value’, ‘necessity’, and ‘favorable impression’ among the feelings of a receiver toward a hospitable public service advertisement indicated positive effects on the attitude toward the advertisement and behavioral intention. A audience’s multi-dimensional emotional responses (positive empathy, sympathy, negative empathy) toward the hospitable public service advertisement hardly showed any effects on the attitude toward the advertisement. Among the audience’s multi-dimensional emotional responses toward the hospitable public service advertisement, ‘negative empathy’ indicated negative effects on behavioral intention whereas ‘positive sympathy’ exerted positive effects. This study has made a chance for discussion to apply the concepts of emotion and multi-dimensional emotional responses to the hospitable public service advertisement and measure the effects from the aspects of marketing for the first time. It is expected that positive research on multi-dimensional emotional responses will be conducted more actively afterwards so that it can contribute to the successful promotion of hospitable public service advertisement.

The purpose of this paper is to evaluate airscape items of the low cost carriers using the method of Importance-Performance Analysis(IPA), and then to examine the structural relationship among airscape factors, satisfaction, and behavioral intention. Some suggestions deduced from quantitative evaluations are as following. The results of IPA indicate that all items of factor 1(stability for emergencies & signage) would be necessary for continuous maintenance, whereas all items of factor 2(in-flight entertainments) were was assessed to be low. In other words, factors of airscape appeared to be positioned differently [quadrant Ⅰ (Maintenance): factor 1, quadrant Ⅲ(Low Priority): factor 2]. Meanwhile, the results of structural equation modeling show that factor 1(stability for emergencies & signage) had a positive influence on satisfaction, whereas factor 2(in-flight entertainments) did not have any statistically significant effect on satisfaction. Also, satisfaction had a positive effect on behavioral intention. Finally, after examining indirect effect by constructs, factor 1 (stability for emergencies & signage) is important to form indirect relation for behavioral intention about the low cost carriers.

Purpose: This study examined the relationships among nurses’ readiness for artificial intelligence (AI), attitudes toward AI, and behavioral intention to use AI, focusing on clinical nurses in a tertiary hospital setting.Methods: A cross-sectional descriptive study was conducted using an online self-report survey of 218 clinical nurses recruited through convenience sampling from a tertiary hospital in South Korea. AI readiness was measured using the Medical Artificial Intelligence Readiness Scale, attitudes toward AI were assessed using the Korean version of the General Attitudes toward Artificial Intelligence Scale, and behavioral intention was measured using items adapted from the Unified Theory of Acceptance and Use of Technology. Open-ended responses were summarized descriptively to explore expected AI applications.Results: Clinical nurses demonstrated varying levels of AI readiness, attitudes toward AI, and behavioral intention to use AI, and these variables were positively correlated. Among AI readiness dimensions, ability and ethics tended to show stronger bivariate correlations with behavioral intention than vision. Hierarchical regression analysis indicated that attitudes toward AI were strongly associated with behavioral intention (β=.61, p<.001), whereas AI readiness factors showed weaker associations after attitudes were included. Open-ended responses suggested potential AI applications in both direct and indirect nursing care.Conclusion: Attitudes toward AI were strongly associated with nurses’ behavioral intention to use AI. AI readiness dimensions, particularly ability and ethics, were also associated with behavioral intention in correlation analyses, underscoring the importance of practical competence and ethical awareness. These findings provide empirical evidence to inform AI-related education, clinical integration, and organizational support strategies in nursing.

Purpose: Home care and digital healthcare are essential strategies for addressing health challenges in anaging society. This study aims to understand the behavioral intention (BI) to use digital healthcare andits influencing factors based on the Unified Theory of Acceptance and Use of Technology. Methods: This cross-sectional study surveyed 180 home care nurses in South Korea using onlinequestionnaires. Participants were from hospital-based home care (HHC), home hospice (HH), andcommunity health center-based home care (CHC). The survey assessed their experience with andintention to use 19 digital health technologies and measured key factors based on the Unified Theory ofAcceptance and Use of Technology: performance expectancy, effort expectancy, social influence (SI),attitude toward digital healthcare, and concerns. Results: Among the 19 digital health technologies, big data/artificial intelligence solutions (87.2%) andartificial intelligence-assisted care sensors (85.6%) had the highest BI to use. Usage experience andintention were negatively correlated across all technologies (κ = ?? 0.10 to ?? 0.70, p < .001). Behavioralintentions differed significantly between groups (χ 2= 6.35, p = .042), with HH nurses reporting thehighest intention (93.8%), followed by HHC (87.0%) and community health center-based home care(75.0%) nurses. Effort expectancy increased adoption likelihood (odds ratio = 2.26, 95% confidence interval:1.10?4.62, p = .026), while SI was the strongest predictor (odds ratio = 2.93, 95% confidenceinterval: 1.15?7.46, p = .024). Conclusions: Home care nurses generally showed strong BI to adopt digital healthcare. However, thenegative association between experience and intention suggests the need to enhance user satisfactionwhen implementing digital health technologies. Since effort expectancy and SI significantly affectadoption, reducing perceived effort and strengthening social support are essential for successfulintegration.

This study investigates the moderating effect of network density on the relationship between social norms and the intention to unfriend someone on social media. Specifically, it first explores whether this intention is influenced by the perceived prevalence of unfriending behavior. Then, the study examines whether the normative influence on this intention is more pronounced in a dense network (where members are highly interconnected), than in a sparse one (where members are seldom connected). To test these, a 2 (descriptive norms: high vs. low) × 2 (network density: high vs. low) between-subjects online experiment was conducted using a hypothetical unfriending scenario. The results reveal that perceived descriptive norms positively influence the intention to unfriend. Interestingly, contrary to expectations, the normative influence is stronger in sparse networks rather than dense ones. These findings highlight the significant role of social norms in shaping unfriending behaviors and underscore the importance of empirically testing theoretical relationships. They also call for further research to understand the complex interplay between norms and network density in various contexts. This study contributes to the growing body of literature on online social dynamics, offering insights into how digital interactions are influenced by the structure and perceived norms of social networks.

모바일 화폐는 금융 서비스 제공에 혁명을 일으켜 신흥국, 특히 동 아프리카 국가의 금융에 대한 접근성을 향상시킬 수 있는 금융 포용을 가능하게 하는 핵심 요소이다. 따라서 본 연구는 UTAUT2 모델을 이용하여 에티오피아 에서 모바일 화폐 서비스를 채택하려는 개인의 행동　의도 및 실제 사용에 영향을 미치는 주요 결정 요인을 분석하는 것을 목표로 한다. 본 연구 모델과 가설은 에티오피아의 여러 지역에서 200명의 응답자를 추출하여 테스트했다. 데이터 분석 결과는 정부 지원, 성과 기대, 촉진 조건, 모바일 화폐 서비스에 대한 신뢰 및 노력 기대가 에티오피아의 모바 일 화폐 서비스 사용에 영향을 미치는 주요 요인으로 도출된 반면, 사회적 영향과 낮은 거래 비용 요소는 통계적으로 유의하지 않은 것으로 나타났다. 본 연구 결과는 모바일 화폐 서비스의 낮은 수수료 책정보다는 적절한 정책과 규정을 통한 모바일 화폐 서비스 활성화를 위한 에티오피아 정부의 적극적 노력과 지원만이 자국의 모바일 화폐 서비스 채택 및 보급을 촉진할 수 있다는 유용한 정보를 제공한다.

Mobile Money is a key factor of financial inclusion that can revolutionize the financial service delivery and hence enhance access to finance in emerging economies, especially the East African countries. This study therefore aims to study the determinants of individual’s behavioral intention and usage of Mobile Money services in Ethiopia by usiing　the UTAUT2 model. The research model was tested by sampling 200 respondents from different areas of Ethiopia. The analysis results found that Government Support, Facilitating Conditions, Performance Expectancy, Trust and Effort Expectancy are the key factors that affect the usage of Mobile Money service, while Lower Transaction Cost factors and Social Influence were not statistically significant. The findings provide useful information that only government's active efforts and support to promote mobile money services, through appropriate policies and regulations rather than lower transaction cost, can facilitate the adoption and dissemination of such services in Ethiopia.

본 연구는 모바일 결제 서비스 채택의 주요 결정 요인을 파악하고 충동과 신중한 절약소비자 그룹 간의 행동 의도에 대한 결정요인의 차이를 확인하는 것을 목표로 한다. 본연구는 SEM 분석을 사용하여 경험적으로 테스트된 확장 TAM 모델을 발전시켰다. 그리고두 그룹 간의 차이를 확인하기 위해 중간 조정 모델을 사용하여 이 연구를 위해 이러한구성을 보다 견고하고 유연하게 볼 수 있었다. 분석결과는 4가지 주요 요인 중 중요한순위를 확인하고, 두 그룹 간에 사용할 의도에 대한 결정요인의 영향에 따라 몇 가지차이에 대해 규명하였다.

This study aims to identify the main determinants of mobile payment service adoption and to confirm the difference of the determinants on behavioral intention between impulse and prudent frugal consumer’s groups. We advanced an extended TAM model that was empirically tested using SEM analysis. To verify the differences between two groups, moderated mediation model was also used to provide a more robust and flexible view of these constructs for this study. The results identified the important rank of the four key factors, and delineated several differences by the influence of the determinants on intention to use between two groups.

Companies utilize social media to conduct social marketing and manage the brand community. This study focuses on consumer-brand relationship to investigate how to improve consumers’ behavioral intentions toward brand in the context of social media based brand community. Antecedents such as informativeness, entertainment, social interaction, and incentive are supposed to influence brand relationship quality. Meanwhile, social media use types as well as relationship orientations are assumed to interact with the antecedents to affect brand relationship quality. Consequently, brand relationship quality is supposed to enhance the behavioral intentions toward brand including willingness to buy, member continuance intention, and eWOM intention. An empirical study will be done to examine the hypotheses. There will also be a discussion about the expected contribution.

The implementation of Knowledge Management Systems does not guarantee knowledge sharing within organizations because knowledge sharing cannot be mandated. Although previous investigations have attempted to identify the motivational factors that facilitate knowledge sharing, the results of these studies cannot be easily applied across organizations due to the highly context‐specific nature of knowledge sharing. Societal culture, as well as organizational culture, affects knowledge sharing behavior. This is why successful knowledge sharing initiatives in the United States, for example, may prove ineffective in another country with a very different culture like China. Therefore, it is clearly important to understand the effects of different societal cultures on individuals’ knowledge sharing behaviors. The principal objective of this study is to deepen our understanding about the impact of national culture on an individual's knowledge sharing intention. In order to achieve this goal, field data was collected from 197 employees from a variety of companies and organizations in two countries-Sweden and China. In a collectivistic culture such as China, anticipated reciprocal relationships have been shown to directly affect individuals’ attitudes toward knowledge sharing, and the organizational climate has also been shown to affect subjective norms to a significant degree. Subjective norms can influence intentions to share knowledge indirectly through attitudes. In the highly individualistic culture of Sweden, one’s sense of self‐worth and anticipated reciprocal relationships have been shown to profoundly affect individuals’ attitudes towards knowledge sharing. In both countries, anticipated extrinsic rewards have been shown to exert no detectable effects on respondents' knowledge sharing attitudes, and subjective norms and organizational climate have been de-termined not to affect knowledge sharing intentions directly. Rather, in both cases, knowledge sharing intentions have been shown to be directly affected by attitude.

본 연구는 베트남 유학생의 한국 커피전문점 선택속성이 고객만족과 행동의도에 관한 연구로 서 커피전문점 선택속성인 브랜드 이미지, 상호교류성, 공간성(분위기), 제품품질(맛, 향기) 4 개 요인으로 구분하여 고객만족과 행동의도에 미치는 영향을 분석하고자 한다. 이의 분석을 통해 외국인의 커피전문점 선택속성을 고찰하여 이에 대응 전략을 수립하기도 할 뿐만 아니라 해당 국가로 프랜차이즈로 진출하기 위한 사전 조사를 위해서이다. 분석결과 커피전문점 선택속성 요인이 만족도 미치는 영향에서 첫째, 커피전문점의 브랜드 이 미지가 고객만족에 긍정적인 영향을 미치고 있는 것으로 나타났다. 둘째, 커피전문점의 상호 교류성이 고객만족에 긍정적인 영향을 미치고 있다. 셋째, 커피전문점 공간의 분위기가 사용 고객들에게 긍정적인 영향을 미치고 있는 것으로 나타났다. 넷째, 커피전문점 커피의 맛과 향 기에서 사용고객에게 긍정적인 영향을 미치고 있는 것으로 나타났다. 또한 커피전문점 선택 속성이 행동의도에 미치는 분석에서 첫째, 베트남 유학생은 커피전문점 의 브랜드 이미지에 따라 행동의도가 긍정적으로 나타나기 때문에 재 방문에 영향을 미치는 것으로 나타났다. 둘째, 베트남 유학생은 커피전문점의 상호교류성 때문에 커피전문점 선택의 행동의도에 긍정적으로 나타났다. 이는 재방문에 긍정적이라고 볼 수 있다. 셋째, 베트남 유학 생은 커피전문점의 선택속성에서 공간성과 분위기에 따라 행동의도가 긍정적으로 나타나, 재 방문하는 경향이 있는 것으로 나타났다. 그러나 넷째는 베트남 유학생들은 커피전문점을 방문 하는 행동의도에 커피의 맛이나 향기에 의해 방문하지 않는다는 결론을 얻었다. 따라서 커피 의 맛과 향기가 아니 다른 선택속성 요인에 의해 커피전문점을 방문한다는 의미이다. 이의 실 증 분석결과 커피전문점의 커피 맛이나 향기를 제외하고 모든 요인들이 커피전문점 선택에 긍정적인 행동의도를 보이고 있는 것으로 나타났다. 마지막으로 베트남 유학생의 한국 커피전문점 만족도가 행동의도에 미치는 영향을 분석해보 면, 커피전문점을 이용한 베트남 유학생은 커피전문점 만족도가 행동의도에 긍정적인 영향을 미치고 있는 것으로 보아, 재 방문에 의도가 있는 것으로 나타났다.

Purpose : This study is a study on customer satisfaction and behavioral intention of Korean coffee shop selection attributes of Vietnamese international students. The purpose of this study is to analyze the effect on customer satisfaction and behavioral intention. Through this analysis, it is not only to consider the selection attributes of foreigners' coffee shops and establish a response strategy, but also to conduct a preliminary investigation to advance into the country as a franchise. Research design, data, methodology : This study conducted an empirical analysis of the effect on the selection attributes of Korean coffee shops in terms of customer satisfaction and behavioral intention for Vietnamese students. The subject of analysis was a survey targeting Vietnamese students visiting Korean coffee shops. The survey period for this study was conducted from May 2019 to December 2019. A total of 300 questionnaires were distributed, 248 copies were collected, and 221 valid questionnaires were analyzed. For the measurement method, a Likert 5-point scale with 5 points for 'very much' and 1 point for 'very disagree' was used. An empirical analysis was conducted on satisfaction and behavioral intention according to selection attributes. Results : As a result of the analysis, first, the coffee shop's brand image was found to have a positive effect on customer satisfaction. Second, the interactive nature of coffee shops has a positive effect on customer satisfaction. Third, it was found that the atmosphere of the coffee shop space had a positive effect on the users. Fourth, it was found that the taste and aroma of coffee at coffee shops had a positive effect on customers. In addition, in the analysis of the coffee shop selection attributes on behavioral intention, first, it was found that Vietnamese international students had a positive behavioral intention according to the coffee shop's brand image, which had an effect on revisit. Second, Vietnamese students showed a positive attitude toward choosing a coffee shop because of the interactive nature of the coffee shop. This can be seen as a positive for revisit. Third, it was found that Vietnamese students had a tendency to revisit the coffee shop as their behavioral intention appeared positive according to the space and atmosphere in the selection attributes of the coffee shop. Fourth, however, it was concluded that Vietnamese students did not visit coffee shops because of the taste or aroma of coffee. Conclusions : Analysis of the effect of Vietnamese students' satisfaction with Korean coffee shops on their behavioral intentions showed that Vietnamese students who used coffee shops had an intention to revisit, as the satisfaction with coffee shops had a positive effect on their behavioral intentions.

본 연구는 지식-태도-행동(KAB) 모델과 치매에 대한 인식과 행동 간의 관계에 관한 선행연구들을 바탕으로 치매지식, 치매에 대한 태도 및 치매 환자에 대한 행동의도 간의 관계를 밝히고자 시도되 었다. 2016년 춘천 지역주민 700명을 대상으로 실시한 설문조사자료를 구조방정식 모형을 활용하여 검증하였다. 연구결과 치매지식이 행동의도에 직접적인 영향을 미치지 않았고, 치매지식수준이 높 아질수록 치매에 대한 인지적 태도를 매개로 치매환자에 대한 부정적 행동의도를 감소시켰다. 그런 데 통제변수를 투입한 경우, 치매지식수준이 높을수록 부정적인 정서적⋅행동적 태도가 증가하고, 이로 인해 부정적 행동의도도 증가함이 밝혀졌다. 본 연구결과를 통해 치매지식이 태도의 유형에 따라 행동의도에 미치는 영향이 다름을 확인하였다. 따라서 치매지식이 정서적⋅행동적 태도에 따 라 미치는 영향을 고려한 치매교육과 홍보가 이루어져야 함을 제언하였다.

This study attempted to verify the relationship among knowledge, attitude and behavioral intention of residents regarding dementia and dementia patients. The research model was proposed based on the Knowledgeattitude- behavioral Model and previous researches. Structural Equation Model (SEM) was employed on the data collected from 700 residents in Chuncheon, South Korea. The results showed that the direct effect of dementia knowledge on behavioral intention was not statistically significant. It was also found that dementia knowledge reduced a negative behavioral intention indirectly through a rather positive cognitive attitude on dementia. However, in the model with a control variable, dementia knowledge was found to increase a negative behavioral intention indirectly through a more negative affective and behavioral attitude towards dementia. The results suggested dementia education and outreach campaigns for constructing a dementiafriendly environment which incorporate differential impacts of dementia knowledge.

This study investigates factors that influence foreign customers’ satisfaction and behavioral intention towards medical services in South Korea. In particular, the relationship between medical service attributes including cultural distance, medical service components and convenience, on the one hand, and satisfaction and behavioral intention, on the other hand, is explored. The results of the study indicate that medical service attributes have a significant positive effect on satisfaction level of patients from Russia and Central Asian countries. Moreover, satisfaction influences such behavioral intentions as revisit intention and word-of-mouth intention. Hence, the more patients are satisfied with medical services provided, the higher the probability that they will return to the provider or recommend it to others. Accordingly, satisfaction level of international patients has to be continuously monitored to increase favorable behavioral intentions. However, our findings indicate that medical service attributes have no effect on behavioral intention of foreign customers. Thus, further research should be conducted on the topic.

The problem of choosing the right product that will best fit the consumers’ tastes and preferences also extends even in electronic commerce. However, e-commerce was able to create a technological proxy for this social filtering process that is called online Recommender Systems (RS). RS act as personalized decision guides, aiding users in decisions on matters related to personal taste. It has the potential to support and improve the quality of the decisions consumers make when searching for and selecting products and services online. However, most previous research on RS has focused on the statistical accuracy of the algorithms driving the systems, with little emphasis on interface issues and the user’s perspective. This study identified transparency and feedback as some of the possible ways to effectively evaluate recommender systems based from the users’ perspective. Thus, the goal of this research wants to focus on examining and identifying the roles of transparency and feedback in recommender systems and how it affect the user’s attitude towards the system.