• Journal of Distribution Research
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• v.16 no.3
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• pp.77-104
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• 2011

As business marketers placed greater emphasis on building long-term relationships, trust has assumed a central role in the development of marketing theory(Dwyer, Schurr, and Oh 1987; Mogan and Hung 1994) and practice(Dertouzos, Lester, and Solow 1989). Marketing research on trust primarily focuses on two targets of trust: supplier firms and their salesperson. Trust of firm and trust of salesperson, though related, represent different concepts(Doney and Cannon 1997). Also, the definition of trust proposed by Ganesan(1994) reflects two distinct components: (1) credibility, which is based on the extent to which the buyer believes that the seller has the required expertise to perform the job effectively and reliably and (2) benevolence, which is based on the extent to which the buyer believes that the seller has intentions and motives beneficial to the buyer when new conditions arise, conditions for which a commitment was not made. The existing marketing research focuses on how trust of a firm and its salesperson has a differential effects on loyalty. However, these extant research pays little attention to the moderating effects that explicitly examine how two trust dimensions of salesperson(credibility and benevolence) affects loyalty of firm. The purpose of this study is to provide new insight into boundary conditions(individualism and industry type) that credibility and benevolence influences loyalty.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.19 no.5
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• pp.33-38
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• 2019

In this paper, we propose a new blockchain technology that could comply with GDPR. The proposed model can prevent illegal access by controlling access to the personal information according to a access policy. For example, it can control access to the information on a role-basis and information validation period. The core mechanism of the proposed model is to encrypt the personal information with public key which is associated with users attributes policy, and then decrypt it with a private key and users attributes based on a Attribute-based Encryption scheme. It can reduce a trusted third-part risk by replacing it with a number of nodes selected from the blockchain. And also the private key is generated in the form of one-time token to improve key management efficiency. We proved the feasibility by simulating the proposed model using the chaincode of the Hyperledger Fabric and evaluate the security.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.22 no.2
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• pp.379-390
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• 2012

This study is to consider political implication of indicators to measure personal information security in public sector studied by Ministry of Public Adminstration and Security from 2008 to 2011. The study analyzed the priority of personal information security policy dividing into personal information security infrastructure, personal information management with life cycle, correspondence of information infringement by scholars, experts, and chargers. As the results, to progress personal information security policy is important to management of personal identification information on web site; specially institutional infrastructure as responsible organization, exclusive manpower, and security budget; personal information security infrastructure. As like the results, it would be reflected in the progress of personal information security policy and tried to provide systematic management program with improving safe information distribution and usefulness.

• The Journal of Information Systems
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• v.25 no.2
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• pp.79-110
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• 2016

Purpose Online Peer-to-peer lending (hereafter P2P lending), is a new method of lending money to unrelated individuals through an online financial intermediary. Usually in the online P2P transaction, individuals who would like to borrow money (hereafter borrowers) and those who would like to lend money (hereafter lenders) have no previous relationship. Based on enormous previous studies, this study develops an integrated model, particularly for the online P2P lending environment in China, to better understand the critical factors that influence lenders' intention to lend money through the online P2P lending platform. Design/methodology/approach In order to verify the hypotheses, we develop a questionnaire with 42 survey items. We measured all the items on a five-point Likert-type scale. We use Sojump.com to collect questionnaire and gather 246 valid responses from registered members of Renrendai.com. We analyzed the main survey data by using SPSS 18.0 and AMOS 20.0. We first estimated the reliability, validity, composite reliability and AVE and then conduct common method bias test. The mediating role of trust in platform and in borrower has been tested. Last we tested the hypotheses through the structural model. Findings The results reveal that service quality, information quality, structural assurance, awareness and reputation significantly impact lenders' trust in the online P2P lending platform. Second, awareness, reputation and perceived risk significantly impact lenders' trust in borrower and lending intention. Third, trust propensity has a positive effect on lenders' trust on borrower. Last, awareness, reputation, perceived risk, platform trust and borrower trust can directly impact lenders' lending intention.

• Proceedings of the Korean Society of Computer Information Conference
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• 2014.01a
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• pp.435-438
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• 2014

본 논문에서는 중국의 소비자가 e-비즈니스에 대한 행태를 설문조사를 통해 분석하고 있다. 본 연구에서는 크게 e-비즈니스에 대한 만족감, 신뢰도, 개인정보유출에 대한 태도, 그리고 온라인 소비에 대한 제약 요인 네 가지 측면에서 조사하였다. 조사결과에 의하면 중국의 소비자는 e-비즈니스 이용에 대해서는 비교적 만족하고 있으나 상대적으로 e-비즈니스에 대한 신뢰도는 만족감보다 낮게 나타나고 있다. 개인정보유출에 대해서는 비교적 긍정적이지만 남성보다는 여성이 상대적으로 소극적인 태도를 보이고 있다. 그리고 온라인 소비를 제약하는 가장 중요한 요인으로 제품의 품질에 대한 보장으로 나타났다. 이는 온라인 거래에 있어서 제품에 대한 보장이 결국은 e-비즈니스의 신뢰도를 높이는 가장 중요한 조건으로 해석할 수 있다.

• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.21-41
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• 2003

This study verified how the salesperson's efforts have an effect upon the result and the self-effect, the competitive mind, the role accuracy, supervisory trust in the important factors that effect the salesperson's efforts. After making up a questionary centering around the large distribution company and analyzing 218 copies, the result are as follows; First, salesperson's working hard has an affirmative effect upon the performance in the salesperson's efforts. Second, the self-effect, the competitive mind, supervisory trust have an affirmative effect in the working hard, and self-effect, supervisory trust have an affirmative effect in the working hard. But the role accuracy has a negative effect. Third, the self-effect, the competitive mind, the role accuracy, and the supervisory trust in the salesperson's performance are ineffectual. But, in the general effect, the self-effect has an affirmative effect and the role accuracy has a negative effect. The individuality and the supervisory trust don't have an effect upon the performance but the effect can rise through the salesperson's efforts, Therefore company should give salespersons the chance they can work hard, and would provide them the concrete aim rather than say to work hard only.

• Proceedings of the Korean Society for Quality Management Conference
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• 2010.04a
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• pp.491-491
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• 2010

본 연구는 의료서비스기업에 종사하는 종업원의 성격 5요인 모델에 따라 종업원의 직무 만족(job satisfaction) 과 고객지향적 태도(customer orientation) 에 미치는 영향을 연구 하고자 하였다. 연구를 위해서 서울과 대구에 소재한 대학병원과 경기도에 소재한 중 소형 병윈의 간호사들을 대상으로 자기기입식 설문조사를 실시하여 총 207개의 유효 표본을 획득하였다. 통계분석로는 응답자특성을 파악하기 위해 빈도분석을 설시하였고, 측정모형의 신뢰성과 타당성 분석을 위해 신뢰성도 분석, 요인분석 및 확인적 요인분석을 실시하였다. 또한 의료서비스종업원의 성격 5요인 모델이 종업원의 직무만족과 고객지향적 태도에 통계적으로 유의한 영향을 미치는 요인을 실증적으로 검증하기 위해 구조방정식 모델 분석을 통해 실시하였다. 그 결과, 성격 5요인 모델은 종업원의 직무만족과 고객지향적 태도에 통계적으로 매우 유의한 영향을 미치는 것으로 나타났다. 이와 같은 결과는 국내에서는 의료서비스업종을 대상으로 성격 5요인 모델을 적용한 연구가 미비한 현재 시점에서 의미 있는 결과라고 할 수 있다. 직무만족, 역시 고객지향적 태도에 통계적으로 유의한 방향으로 영향을 마치는 것으로 나타나, 직무만족이 높을수록 고객지향적 태도가 높아질 수 있다는 것을 실증적으로 확인할 수 있었다. 이와 같은 연구 결과는 다음과 같은 시사점을 찾을 수 있었다. 첫째, 고객과 종업원의 상호작용을 통해 서비스가 전달되는 상황에서 고객 욕구를 인지하고 충족시키며, 요구된 서비스를 전달하고, 고객과 개인적인 관계를 평가할 수 있는 고객지향적 태도 측정모델의 이론적인 토대를 제공한 점이다. 둘째, 최근의 성격이론가들은 성격 5요인 모델이 개인의 성격특성에 있어서 개인차를 설명해주는 포괄적이고 공통적인 구조로 존재한다는 학문적 통합에 동의한다. 마지막으로, 본 연구를 통해서 의료서비스 종업원의 직무만족도는 고객지향적 태도에 통계적으로 매우 유의한 영향을 마치는지를 실증적으로 밝혔다는 것이다. 따라서 관리자들은 종업원의 직무만족도를 주기적으로 측정하여 불만족 요인을 찾아 해결하고, 높은 수준의 고객지향적 태도를 유지하기 위한 노력이 필요함을 시사해준다 하겠다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.5
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• pp.159-175
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• 2021

This study attempted to analyze the relationship between influencer's characteristic factors such as professionalism, authenticity, and interactivity and content quality factors consisting of accuracy, completeness, and diversity on brand attitude and purchase attitude through trust and self-consistency. To reveal the structural relationship between main variables, a survey was conducted on 201 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis. The main results are as follows. First, it was found that professionalism and interactivity had a significant positive effect on trust. And, accuracy, completeness, and variety were all found to have a significant positive effect on trust. Second, in the relationship between individual characteristic factors and self-consistency, it was found that professionalism and authenticity had a significant positive effect on self-consistency. In addition, in the relationship between content quality and self-consistency, accuracy, completeness, and diversity were found to have a positive effect on self-consistency along with trust. Third, in the relationship between trust and self-consistency on brand attitude and purchase intention, both trust and self-consistency were found to have a statistically significant positive effect on brand attitude. It was found that only self-consistency and brand attitude had a statistically significant positive effect on purchase intention. These findings showed that when users perceive professionalism and interaction with influencer, trust increases, and professionalism and progress increase self-consistency with influencer. In addition, in the case of content quality, it was found that trust and self-consistency responded positively when perceived content quality through content accuracy, completeness, and diversity. Also, trust and self-consistency increased attitudes toward brands and could influence consumption behavior such as purchase intention. Therefore, for effective marketing performance using influencer's influence in the field of influencer marketing, which has a strong information delivery on products and brands, not only personal characteristics such as professionalism, authenticity, and interactivity, but also quality of content should be considered. The above research results are expected to suggest implications for marketing strategies and practices as one available basic data to exert the expected effect of marketing using influencer.

• Journal of the Korea Convergence Society
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• v.10 no.7
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• pp.183-189
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• 2019

The change to the horizontal structure of the modern corporate management environment requires joint efforts and cooperation to share responsibility and purpose and to increase positive mutual influence in order to achieve the corporate goal beyond the individual capacity of the organizational members. In order to achieve the purpose of the organization, the organizational structure in which various members share information and aim at collective leadership is more effective than the structure concentrated on one individual (leader). This study was to examine the effectiveness of shared leadership, and to investigate the causal relationship and effect of shared leadership, organizational trust, and job performance. As a result of the analysis, shared leadership had a positive effect on organizational trust, and organizational trust had a positive effect on job performance. This means that high trust in organization has a positive effect on performance.This study is meaningful in that it examines the difference between shared leadership and existing leadership types that have not been studied yet.

• Journal of Korean Society of Disaster and Security
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• v.13 no.4
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• pp.47-63
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• 2020

This study aimed to investigate the effects of social disaster risk perception levels of Koreans on government trust. To this end, differences in disaster risk perception levels based on social disaster types and the effects of social disaster risk perception levels on government trust were analyzed. In the preliminary survey, three types of social disasters with high risk levels (bird flu, fine dust, and nuclear power plants) were selected. The survey was conducted on 1,109 Korean men and women aged 20 years and older. First, the analysis results demonstrated that social disaster perception levels differed based on social disaster types. Second, the results showed that, in terms of social disasters, proactivity, personal knowledge, familiarity, severity, fear, and risk associated with chances of recovery did not affect government trust. Third, the perception of delayed social disaster risk had a positive effect on government trust. Fourth, scientific knowledge about social disasters, control capabilities, lethality, and risk perception at the onset time had a negative effect on government trust. In conclusion, the implications and limitations of this study were discussed.