• International Commerce and Information Review
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• v.19 no.4
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• pp.3-28
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• 2017

This study examined factors, such as benefit perception, risk perception, product, and website, which affect consumer attitude toward overseas direct purchase. To achieve this, 298 Korean consumers who have experienced overseas direct purchasing were analyzed. The results show that delivery risk and product risk were the most influential determinants of the level of trust level in overseas direct purchase sites. In addition, the results of this study confirm that the level of trust in overseas direct purchase sites has a strong influence on both the intention to recommend and the intention to continue patronizing the site. Moreover, this study conducted a mean difference analysis according to the types of overseas direct purchases (overseas direct delivery, overseas purchasing agency, and overseas delivery agency) and product categories (clothes, food and beverage products, and household appliances). This study lists various practical implications that can be applied to each overseas direct purchase service by firm and consumer characteristics.

• Information Systems Review
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• v.14 no.3
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• pp.75-97
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• 2012

Fostering trusting belief in financial transactions is a challenging task in Internet banking services. Authenticated Certificate had been regarded as an effective method to guarantee the trusting belief for online transactions. However, previous research claimed that this method has some loopholes for such abusers as hackers, who intend to attack the financial accounts of innocent transactors in Internet. Two types of methods have been suggested as alternatives for securing user identification and activity in online financial services. Control transparency uses information over the transaction process to verify and to control the transactions. Outcome feedback, which refers to the specific information about exchange outcomes, provides information over final transaction results. By using these two methods, financial service providers can send signals to involved parties about the robustness of their security mechanisms. These two methods-control transparency and outcome feedback-have been widely used in the IS field to enhance the quality of IS services. In this research, we intend to verify that these two methods can also be used to reduce risks and to increase the security protections in online banking services. The purpose of this paper is to empirically test the effects of the control transparency and the outcome feedback on the risk perceptions in Internet banking services. Our assumption is that these two methods-control transparency and outcome feedback-can reduce perceived risks involved with online financial transactions, while increasing perceived trust over financial service providers. These changes in user attitudes can increase the level of user satisfactions, which may lead to the increased user loyalty as well as users' willingness to pay for the financial transactions. Previous research in IS suggested that the increased level of transparency on the process and the result of transactions can enhance the information quality and decision quality of IS users. Transparency helps IS users to acquire the information needed to control the transaction counterpart and thus to complete transaction successfully. It is also argued that transparency can reduce the perceived transaction risks in IS usage. Many IS researchers also argued that the trust can be generated by the institutional mechanisms. Trusting belief refers to the truster's belief for the trustee to have attributes for being beneficial to the truster. Institution-based trust plays an important role to enhance the probability of achieving a successful outcome. When a transactor regards the conditions crucial for the transaction success, he or she considers the condition providers as trustful, and thus eventually trust the others involved with such condition providers. In this process, transparency helps the transactor complete the transaction successfully. Through the investigation of these studies, we expect that the control transparency and outcome feedback can reduce the risk perception on transaction and enhance the trust with the service provider. Based on a theoretical framework of transparency and institution-based trust, we propose and test a research model by evaluating research hypotheses. We have conducted a laboratory experiment in order to validate our research model. Since the transparency artifact(control transparency and outcome feedback) is not yet adopted in online banking services, the general survey method could not be employed to verify our research model. We collected data from 138 experiment subjects who had experiences with online banking services. PLS is used to analyze the experiment data. The measurement model confirms that our data set has appropriate convergent and discriminant validity. The results of testing the structural model indicate that control transparency significantly enhances the trust and significantly reduces the risk perception of online banking users. The result also suggested that the outcome feedback significantly enhances the trust of users. We have found that the reduced risk and the increased trust level significantly improve the level of service satisfaction. The increased satisfaction finally leads to the increased loyalty and willingness to pay for the financial services.

• Archives of design research
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• v.17 no.2
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• pp.289-300
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• 2004

Recently, web casting on the internet has been expanding in number and size. Web Casting is different from the conventional television broadcasting since it can transmit various types of information through multimedia and it also can include interaction between users and broadcasting server. User experience by interaction becomes more important. Therefore, it is needed to win over customers by supplying satisfied experience through creative and different services, especially when there are consider competitions among music casting sites. In order to know how to make customers satisfied, we have to try to inspect what real customers in the Web Sites are acting and thinking, namely 'customer experience'. The 'customer experience' means every experience what users are expecting, doing, thinking and feeling when they stay in the Web site and online. In this thesis, the evaluation Guideline for music casting websites is developed by understanding customer experience on the music casting websites. The process of understanding customer experience was implemented through user observation methods, such as web Diary, group interview, and questionnaire. As a result of the study, 67 evaluation Guidelines with weight rate in 6 categories which are searching music, listening music, music video, music broadcasting, music mailing and other contents are developed. It can be used to analyze strengths and weakness of music casting sites and to establish business strategy for the more satisfied customer experience.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.32-39
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• 2012

When you want to be given the on-line service, their homepage requires sign-up with detail personal information. This collected private information lead to mass data spill by hacking. Especially, this makes terrible social problems that the users who sign up their site are persistingly attacked and damaged by hackers using this information. As methods of the social technologic attacks are simple but based upon human psychology, it is easy that people become a victim in the majority of cases. There is a strategy blocking fishing sites by using the black list for defending these attacks. This tactic, however, has some problems that it isn't possible to handle new fishing sites having a short life-cycle. In this paper, we suggest two solutions to minimize data spill. One marks existing sites with the sign of a reliability measured by a comparison between black list and the white list; therefore, the user check the authenticity about the homepage. The other shut off previously the leaking of private information by sensing a entry of personal information into new sites.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.595-603
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• 2008

오늘날 인터넷을 통한 정보검색이 일상화되면서 생활상식에서부터 기존에 서적이나 논문 등을 통해서만 알 수 있었던 전문지식까지도 손쉽게 찾을 수 있게 되었다. 즉, 현대생활에 있어서 검색엔진은 원하는 정보를 빠르고 정확하게 찾을 수 있게 해준다는 점에서 매우 중요하다고 할 수 있다. 하지만 이러한 중요성에도 불구하고 검색엔진 기술적인 연구이외에는 서비스 품질이나 고객만족에 대한 연구는 활발하게 이루어지지 않고 있다. 따라서, 본 연구에서는 검색엔진 서비스에 있어서 서비스 품질과 서비스가치, 고객만족, 충성의도의 관계를 연구모형으로 설정하고 이들간의 관계를 분석하였다. 그 결과 서비스품질의 정확성, 정보함유량, 사이트 이미지, 편리성이 서비스가치에 정(+)의 영향을 미치는 것으로 나타났으며, 그중에서 정확성, 사이트 이미지, 신뢰성은 고객만족에도 정(+)의 영향을 미치는 것으로 나타났다. 또한 서비스가치가 높을수록 고객만족은 상당히 높아지는 것으로 나타났으며 고객만족이 충성의도에 많은 영향을 주는 것으로 나타났다. 본 연구의 결론은 검색엔진 서비스 기업이 경쟁우위를 유지하기 위해서는 서비스가치의 구현을 통한 지속적인 고객만족을 달성해야 하며, 이를 위해 정확성, 정보함유량, 편리성, 사이트 이미지에 중점을 둔 고품질 서비스 전략의 필요성을 시사하고 있다.

• Journal of KIISE
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• v.44 no.4
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• pp.339-343
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• 2017

As the number of customers who write fake reviews is increasing, online shopping sites have difficulty in providing reliable reviews. Fake reviews are called review spam, and they are written to promote or defame the product. They directly affect sales volume of the product; therefore, it is important to detect review spam. Review spam detection methods suggested in prior researches were only based on an international site even though review spam is a widespread problem in domestic shopping sites. In this paper, we have presented new review features of the domestic shopping site NAVER, and we have applied the formerly introduced method to this site for performing an evaluation.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2002.11a
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• pp.215-219
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• 2002

인터넷의 급속한 성장으로 e비즈니스의 인터넷 사용이 증대되었다. 인터넷 환경에서는 새로운 인터넷 사용자라는 소비자를 대상으로 인터넷 소비자 행동에 관한 연구가 중요한 분야로 자리잡게 되었다. 인터넷상에서의 소비자 행동을 설명하기 위해 온라인 인지절차 (Cognitive process)에 관한 연구로, 웹 사이트에 대한 소비자의 태도에 미치는 영향을 밝히는 연구들이 수행되었다. 웹 사이트에 대한 소비자의 태도에 따른 개인화된 마케팅을 위해서는 웹사이트를 소비자의 특성을 고려해서 개인화된 웹사이트를 운영해야 한다. 개인의 정보 시스템 사용에 대한 설명을 위하여 많은 모형들이 개발되어 왔다. 기술 수용 모형(Technology Acceptance Model: TAM)은 개인의 정보 시스템 수용에 영향을 미치는 요소를 설명하기 위하여 가장 폭 넓게 사용되고 있는 모형이다. TRA 모형에 따르면, 개인의 사회적 행위는 그 행위의 결과에 대한 신념에 의해 영향을 받는다고 할 수 있다. 본 연구에서는 고객의 신념을 신뢰 (Trust), 유용성 (Usefulness), 사용의 편의성 (Ease of Use), 위험 (Risk), 보안통제 (Security control)로 분류하고, 고객의 실제 사용 (Usage)을 인터넷 뱅킹 환경에서 측정하여 고객세분화에 적용하였다. 세분화된 고객집단을 분류하기 위해서 인공신경망, 판별 분석 기법을 적용하여 웹 사이트에서 사용할 수 있는 개인화 모형을 개발하였다.

• Proceedings of the Korea Information Processing Society Conference
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• 2022.11a
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• pp.878-880
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• 2022

COVID-19 상황 속에서도 전 세계 Twitter K-POP 콘텐츠 관련 트윗 양은 78억 건 이상으로 매년 성장세를 보인다. Twitter 내 K-POP 팬들은 아티스트 관련 해시태그를 포함한 트윗을 작성하여 같은 팬덤끼리 실시간으로 정보를 전달하고 생산한다. 이러한 맛집 트윗들은 K-POP 팬들이 Twitter 내에서 신뢰도 있는 맛집 정보를 얻는 용도로 사용된다. 하지만 팬들이 정보를 얻기 위해서는 여러 맛집 해시태그로 검색하고 리트윗 수가 많은 트윗을 직접 찾아야 한다. 기존의 맛집 추천 시스템은 서비스 제공자 중심의 구조를 띤다. 서비스 제공자가 일방적으로 정보를 전달하거나, 사용자 리뷰 갱신 간격이 길다는 한계가 존재한다. 본 논문에서는 Twitter 내 K-POP 맛집 해시태그가 포함된 트윗을 Twitter API와 Tweepy를 사용하여 크롤링하였다. 수집한 데이터의 좋아요 수와 리트윗 수를 바탕으로 데이터 필터링을 진행하여 bot user와 광고 계정이 제외된 맛집 관련 트윗을 추출한다. 최종적으로는 추출한 트윗의 정보를 마커로 표시하여 웹 사이트를 제작하였다. K-POP 팬들은 맛집 해시태그를 검색하여 일일이 찾을 필요 없이 웹 사이트에 방문하여 맛집 위치를 확인할 수 있다. 웹 사이트 사용자의 위치가 지도상에 표시되어 가까운 맛집을 찾기도 편리하다. 본 논문에서는 맛집의 위치를 서대문구로 한정하여 진행했다.

• Korean journal of communication and information
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• v.26
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• pp.259-289
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• 2004

In this study, the use of mainstream online news site and alternative online news site were compared in the aspects of users' characteristics, attitude on online news sites, and using pattern. A survey was conducted for 182 mainstream-only users, 46 alternative online news users, and 47 both sites users, Also, their traffic data of online news sites were analyzed during the 16th presidential election. As a result, it was found that both sites users had the highest political interest and the most progressive political position among the user groups. In the aspect of users' attitude, mainstream-only users were most positive to the mainstream online news site and both sires users were most positive and more involved in alternative online news site. But all user groups set higher credibility on alternative online news site than mainstream online news sire. In the comparison of user size, mainstream online news site has larger user size than alternative online site. However, the user royalty, such as time per person, pages per person, and visiting days per person, was lower than that of the latter. These results suggest thar small but differentiated news sires have royal users, and online news users be segmented according to news contents.

• The Journal of the Korea Contents Association
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• v.6 no.7
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• pp.1-12
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• 2006

This study examined relationship of effect between the characteristics of specialized portal and two branch dimension(cognitive and emotional e-trust) of e-trust on the specialized portal web-site. The characteristics of specialized portal web-site composed the guarantee factor, the structural factor, information factor, the entertainment factor and the flow factor by prior research. The model of e-trust strategy for specialized portal web-site is tested here using data from 122 samples. Result of factor and regression analysis show that the hypothesized relationships are significant. In examining the relationships of the factors in the study, the guarantee, structural and information fact effect on building of cognitive e-Trust. Second, the entertainment and flow factor effect on emotional e- Trust. Third, the cognitive and emotional e- Trust effect on the satisfaction of e-Service users. As these results, this study found out difference paths of e-Trust which effect on the satisfaction of e-Service by cognitive and emotional e- Trust approaches to the specialized portal web - sites.