• 한국조리학회지
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• 제13권1호
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• pp.87-98
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• 2007

The purpose of this study was to understand purchasing behavior on sauce products and the credibility of advertisement in Busan. For the study, 240 of samples taking cooking courses at welfare centers and private institutes were selected. The questionnaire consisted of demographic characteristics, the practical situation of purchasing sauce products, and the credibility of mess media advertisements. 260 questionnaires were distributed, among which 240 were returned and 233 were used for statistical analysis. The result of the study was as followed. Considering the practical situation of purchasing, the samples took information about sauce products from discount markets, and TV advertisements. Purchasing sauce products was done by themselves, and the main reason that they didn't purchase was health. Seeing the credibility of mess media advertisements, they trusted "The recommendation of a familiar person" most, department stores were the second highest, and TV advertisement was the third. The statistical differences partly existed depending on demographic characteristics: job, and material status. Identifying the decision making factors on sauce products was needed as further study.

• 복식문화연구
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• 제26권5호
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• pp.714-726
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• 2018

This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) ${\times}2$(consumer innovativeness: high vs. low) ${\times}2$(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

• Journal of Information Technology Applications and Management
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• 제23권2호
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• pp.153-176
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• 2016

This study investigated factors affecting the use intention of podcast service users based on the unified theory of acceptance and use of technology (UTAUT). Performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, innovativeness, and media credibility were used as independent variables in the model. The survey data from the users of the podcast portal 'podbbang' were analyzed with Smart PLS 2.0 to test the structural equation model. The results revealed that the podcast service user's effort expectancy, facilitating condition, hedonic motivation, and media credibility have a significant influence on use intention. However, the relationship between the podcast service user's performance expectancy, social influence, innovativeness, and use intention were not identified as significant.

• Journal of Information Science Theory and Practice
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• 제2권3호
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• pp.6-17
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• 2014

The purpose of this study is to examine to what extent the context in which people interact with online information affects people's credibility perceptions. In this study, credibility assessment is defined as perceptions of credibility relying on individuals' expertise and knowledge. Context has been characterized with respect to three aspects: Context as user goals and intentions, context as topicality of information, and context as information activities. The data were collected from two empirical studies. Study 1 was a diary study in which 333 residents in Michigan, U.S.A. submitted 2,471 diary entries to report their trust perceptions associated with ten different user goals and nine different intentions. Study 2 was a lab-based study in which 64 subjects participated in performing four search tasks in two different information activity conditions - information search or content creation. There are three major findings of this study: (1) Score-based trust perceptions provided limited views of people's credibility perceptions because respondents tended to score trust ratings consistently high across various user goals and intentions; (2) The topicality of information mattered more when study subjects assessed the credibility of user generated content (UGC) than with traditional media content (TMC); (3) Subjects of this study exerted more effort into making credibility judgments when they engaged in searching activities than in content creation. These findings indicate that credibility assessment can or should be seen as a process-oriented notion incorporating various information use contexts beyond simple rating-based evaluation. The theoretical contributions for information scientists and practical implications for web designers are also discussed.

• 지식경영연구
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• 제19권3호
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• pp.89-112
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• 2018

Under exhibition circumstances, exhibition advertising by organizer is a mean to promote exhibition service to exhibitors and visitors while general advertising is to promote products and services to consumers. The objective of this research is to suggest advertising strategies by seeing differences in the impact of information quality and media credibility on visitor intention depending on the types of exhibition. This study adopted Elaboration Likelihood Model to measure the impact of central and peripheral cues on advertising attitude and its consequence on visitor intention. We further examined how these influence processes were moderated by exhibition types of B2B and B2C. We conducted survey from B2B and B2C exhibitions respectively, and analyzed structural equation model and moderator regression. We found that first, among factors of information quality as a central cue, argument strength has a positive impact on attitude towards advertising. Second, we also found among factors of media credibility as a peripheral cue, media trustworthiness has a positive impact on attitude towards advertising. Lastly, this study revealed that a type of exhibition moderates the central and peripheral routes towards advertising attitude, showing that B2C visitors are influenced by factors of information quality, and B2B visitors rather by media credibility. This study yields implications in that it gives marketers of organizer a background to set different marketing strategies depending on the types of exhibition.

• 한국컴퓨터정보학회논문지
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• 제19권10호
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• pp.207-219
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• 2014

본 논문은 소셜미디어인 페이스북을 이용하고 있는 대학생 집단을 중심으로 소셜미디어 이용 동기와 신뢰성을 파악하고, 소셜미디어 이용 동기와 신뢰성이 사회자본 형성에 미치는 영향을 살펴보았다. 주요 결과를 제시하면, 첫째, 소셜미디어 이용 동기가 사회 자본에 미치는 영향을 살펴본 결과, 소셜미디어 이용 동기는 사회 자본에 통계적으로 유의미한 정적 영향을 미치는 것으로 나타났다. 둘째, 소셜미디어 신뢰성이 사회 자본에 미치는 영향을 규명한 결과, 소셜미디어 신뢰성은 사회 자본에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다.

• 한국문헌정보학회지
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• 제54권1호
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• pp.303-324
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• 2020

본 연구는 스마트 기기와 컴퓨터 등 디지털 미디어를 능동적으로 이용하는 아동기 후반과 청소년 초기에 낀 세대라고 일컬어지는 트윈들이 다양한 정보를 선별·수용하는 판단을 하는지 알아보기 위한 기초연구로서 이들의 인터넷정보 조사와 이용에 대한 인식, 정보 신뢰성 판단에 대해 살펴보려는 목적으로 수행되었다. 이를 위하여 설문조사법을 이용하여 서울시내 초등학교 2개교 5학년과 6학년 학생들을 대상으로 400부의 설문지를 배포하였고 336부의 유효 설문지를 회수하였다. 코딩된 데이터는 SPSS 25를 이용하여 기술통계, 요인분석, 빈도분석을 하였다. 분석 결과, 트윈들은 스마트 기기와 컴퓨터의 중요성을 인식하며 유튜브, 네이버, 카카오톡, 네이버 지식인의 순서로 많이 이용한다고 응답했으며 인터넷 정보조사가 쉽고 재미있다고 인식하였다. 정보 신뢰성 문항들의 탐색적 요인분석 결과, 인터넷 서비스제공자 신뢰성, 정보원과 정보 신뢰성, 신뢰성 상담으로 개념적 틀이 구분되어 제시되었으며 이 중에서 정보원과 정보 신뢰성 판단을 가장 많이 하는 것으로 나타났다. 그러나 흥미롭게도 정보 저자 신뢰성에 대한 확인방법 인지, 최신정보의 확인 필요성에서는 응답의 편차가 컸다. 현재 국가교육과정에 정보활용교육이 포함되지 않은 점을 고려하면 이들이 경험법을 통해 터득한 신뢰성 판단 전략 등에 관한 후속 연구가 필요하다. 향후 더 심도있는 트윈들의 정보 신뢰성 판단을 위한 후속 연구와 학교와 도서관 현장의 교육적 실천을 기대한다.

• Asia Marketing Journal
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• 제19권2호
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• pp.63-80
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• 2017

This study investigated the impact of advertising of socially controversial products on its endorsers and products, and the role of media in moderating the results. Using the source credibility model with 174 survey samples, advertising of controversial products as a form of product placement (PPL) was found to have negative impact on consumers' attitude toward the endorsers. The results also confirmed that the moderating effect of media credibility on consumers when developing perceptions toward the endorsers. The results suggest marketing managers to use endorsers with careful consideration in designing advertising messages for socially controversial products, especially when delivered as a product placement on television.

• Asia pacific journal of information systems
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• 제29권4호
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• pp.591-614
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• 2019

With the proliferation of social media, it has become easier for people to spread rumors online, which can aggravate the issues arising from online rumors. There are many individuals and organizations that are adversely affected by malicious online rumors. Despite their importance, there has been little research into why and how people spread rumors online, thus inhibiting the understanding of factors that affect the spreading of online rumors. With attention seeking to address this gap, this paper draws upon the dual process theory and the de-individuation theory to develop a theoretical model of factors affecting the spreading of an online rumor, and then empirically tests it using survey data from 211 individuals about a specific rumor. The results indicate that the perceived credibility of the rumor affects the individuals' attitudes toward spreading it, which consequently affects the rumor spreading behavior. Vividness, confirmation of prior beliefs, argument strength, and source credibility positively influence the perceived credibility of online rumors. Finally, anonymity moderates the relationship between attitude toward spreading online rumors and the spreading behavior.

• 문화기술의 융합
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• 제7권1호
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• pp.454-460
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• 2021

본 연구의 목적은 포털 뉴스 콘텐츠의 이용정도가 이용자들의 의견·정보 교환이나 사회적 신뢰수준과 어떤 연관성을 가지고 있는지에 대해 실증적으로 분석하는데 있다. 이를 위해 인구 사회학적 대표성을 갖춘 1,100명의 표본을 대상으로 온라인 서베이 조사를 실시했다. 포털 뉴스 이용 정도는 PNRBS(Portal News Readership Behavior Score)라 불리는 복합지수를 구성해 측정했고, 의견·정보교환 정도나 사회적 신뢰수준은 관련 연구들에서 사용된 지표들 중에서 일부를 취합해 구성한 지수로 측정했다. 연구 결과 포털뉴스이용과 사회적 신뢰는 선형적 상관성이 아닌 V자형 관계를 보이고 있었다. 구체적으로 포털 뉴스를 전혀 이용하지 않는 집단의 사회적 신뢰 수준이 가장 높았고 경이용(Light user) 집단의 신뢰 수준이 가장 낮았다. 중이용 집단의 신뢰 수준은 비용자들보다는 낮았지만 경이용자들 보다는 높았다.