• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 추계학술대회
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• pp.571-576
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• 2007

Advanced online environment and communication technology have made the e-commerce environments evolved rapidly. In the e-commerce area, one of the most important concepts regarding the relationship between seller and buyer is the "trust." Considering the purpose of purchase and satisfaction of website, the users may face problems such as consumer's transaction security or personal information sharing when they make transactions over web sites. It could be difficult to pursue the goal for the users to purchase product or service over online if the seller or service provider cannot establish trust to the customers. In this paper, through multi-dimensional viewpoints of trust, satisfaction can be accounted for by cue-based trust and experienced trust. The purchase intention mediates the experienced trust when online users purchase products or use online service.

• 산경연구논집
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• 제10권10호
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• pp.23-34
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• 2019

Purpose - Most past studies related to this focused on the physical attractiveness of service employees, but this study emphasizes the social attractiveness and not just the physical attractiveness of employees. Therefore, the purpose of this study is to first categorize attractiveness as physical attractiveness and social attractiveness and to examine the impact of physical attractiveness on social attractiveness for service industry employees. Secondly, this study aimed at verifying the impact of physical attractiveness and social attractiveness on interpersonal trust. Third, it aimed at revealing the impact of interpersonal trust on customer satisfaction, as well as satisfaction on loyalty. Research design, data, and methodology - Questionnaires were distributed to customers that used beauty salon services, among the various service industries, to verify the hypothesis of this study. Also, hypothesis was analyzed with the structural equation method using Amos 20.0. Results - When presenting the results on verifying the research hypothesis, it was found that physical attractiveness had a positive impact on social attractiveness. Second, while physical attractiveness did not have a positive impact on interpersonal trust, social attractiveness was found to have a positive impact on interpersonal trust. Such results show that in forming interpersonal trust, social attractiveness was more important than physical attractiveness for service industry employees. This result is in contrast with the results of past studies, but it is different in that previous studies suggested only physical attractiveness and did not present social attractiveness in the hypothesis. Third, it was found that interpersonal trust had a positive impact on satisfaction, while satisfaction did not have a positive impact on loyalty. Conclusions - The biggest implication of this study is that it presented social attractiveness, which was rarely dealt with in past studies. Also, this study is significant in that it examined the relationship of physical attractiveness and social attractiveness. The results of this study show that in the service industry, the role of human elements such as service employees is important and that in addition to physical attractiveness, social attractiveness in the course of interaction such as communication with customers can also be an important strategic element.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권4호
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• pp.1529-1547
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• 2015

Establishment of trust is important in wireless sensor networks for security enhancement and successful collaboration. Basically, a node establishes trust with other nodes by estimating a trust value based on monitored behavior of the other nodes. Since a malicious/misbehaving node might launch different attack strategies and might demonstrate random misbehavior, a trust estimation method should be robust against such attacks and misbehavior. Otherwise, the operation of trust establishment will be meaningless, and performance of an application that runs on top of trust establishment will degrade. In this paper, we propose a robust and novel trust estimation method. Unlike traditional trust estimation methods, we consider not only the weight of misbehavior but also the frequency of misbehavior. The frequency-of-misbehavior component explicitly demonstrates how frequently a node misbehaves during a certain observed time period, and it tracks the behavior of nodes more efficiently, which is a main factor in deriving an accurate trust value. In addition, the weight of misbehavior is comprehensively measured to mitigate the effect of an on-off attack. Frequency and weight of misbehavior are comprehensively combined to obtain the trust value. Evaluation results show that the proposed method outperforms other trust estimation methods under different attacks and types of misbehavior.

• 한국IT서비스학회지
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• 제7권3호
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• pp.1-30
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• 2008

This paper proposes an integrated model of customer loyalty in the context of Internet shopping based on a review of two competing perspectives - transactional and relational views. The research model suggests that the usability and trust associated with an Internet shopping site are key determinants of customer loyalty. In this paper, factors such as promotion, ease of use/navigation, and purchase facilitation are posited as major determinants of usability. Trust, on the other hand, is assumed to be influenced by the quality of communication, social shopping service, and safety level associated with an Internet shopping site. This paper also asserts that the lack of consideration for individual differences is one of the key reasons for the inconsistent and mixed research findings in user acceptance literature. In this regard, the elaboration likelihood model (ELM) is considered to be appropriate referent theory as it may theoretically explain why a particular information technology (IT) related message has varying influences on different adopters. The research model comprising 11 hypotheses was derived from and validated through a survey involving 271 university students. The partial least square(PLS) method was used to test the suitability of the research model and its hypotheses. Overall, the results suggest that the usability and trust associated with an Internet shopping site play an important role in acquiring loyal customers. In particular, the user's Internet shopping involvement is found to moderate the relationship between trust and customer loyalty.

• Management Science and Financial Engineering
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• 제16권2호
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• pp.81-97
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• 2010

Trust is one of the most important aspects of the relationship between retailers and consumers in e-commerce. Users may have concerns about transaction security or personal information leakage when they engage in transactions over the Internet. It can be difficult to attract customers if the retailers or service providers cannot establish trust with their customers. There have been many studies of trust-building mechanisms between customers and e-storefronts. However, little work has been done on identifying the relationships between customer satisfaction, purchase intention, and trust. In addition, trust building occurs in the pre- and post-purchase phases of an e-commerce transaction, as well as gradually over repeated transactions. Thus we distinguish between cue-based trust and experience-based trust. The objective of this study was to explain the impact of trust on customer satisfaction and purchase intention in relation to e-commerce sites from the perspective of a multi-dimensional concept of trust. We surveyed 350 undergraduate students and obtained 331 responses for analysis. The result of our analysis showed that cue-based trust has a positive relationship with trust based on experience. Although the two concepts of trust have positive relationships with satisfaction, the path coefficient of trust based on experience was higher than that of cue-based trust. In addition, the purchase intention mediates the relationship between cue-based trust and experience-based trust.

• 한국콘텐츠학회논문지
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• 제21권12호
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• pp.408-422
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• 2021

본 연구는 항노화 상품의 신뢰형성요인을 발굴하고 측정변수를 개발하여 결과변수인 신뢰와 구매의도 간의 영향관계를 실증적으로 검증하였다. 기존의 신뢰형성요인인 지각된 품질, 지각된 평판, 브랜드 인지도, 맞춤화에 더하여 새롭게 발굴된 요인은 '공인된 인증'이다. 우리나라의 항노화산업은 소비자 건강에 직접 영향을 미치는 산업이기 때문에 기존의 신뢰형성요인이 소비자 신뢰 구축에 한계가 있는 것으로 판단하여 새로운 척도를 발굴하였다. 본 연구는 항노화 상품 소비자를 대상으로 설문조사를 실시하여 문항의 견실성과 관계성을 분석하였다. 분석결과, 항노화 상품 신뢰형성요인 가운데 지각된 품질, 브랜드 인지도, 맞춤화, 공인된 인증이 신뢰에 정(+)의 영향을 미치는 것으로 나타났고, 지각된 평판은 신뢰에 부(-)의 영향을 미치는 것으로 나타났다. 후행변수인 신뢰와 구매의도 간에는 정(+)의 영향을 미치는 것으로 나타났다. 본 연구는 전략적으로 실효성 높은 유의미한 신뢰형성요인 발굴과 측정문항을 개발하여 실증적, 실무적으로 검증함으로써 신뢰형성요인과 신뢰와의 유의미한 관계를 입증하였다. 동시에 항노화 산업의 마케팅에 중요한 신뢰형성 핵심요인 발굴을 통해 향후의 항노화 상품관련 마케팅전략 수립에 본 연구가 상당부분 기여할 것으로 판단된다.

• 보건의료산업학회지
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• 제7권2호
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• pp.113-124
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• 2013

The purpose of this study is to investigate of determinants of hospital organization trust affecting to hospital worker's trust in organization. This study was measured levels of trust in organization of hospital workers and 5 determinants of organization trust, organizational fairness, consideration, morality, competence and responsibility toward a society. Levels of trust in organization of hospital workers and determinants of organization trust were assessed using a sample of 190 employees who work at 2 hospitals in Seoul, Kyunggi. Data were collected by self-administered questionnaires from november 22 to 29 in 2012 and analyzed SPSS 18 by using t-test, ANOVA and regression analysis. The results of this study indicate that organizational fairness, consideration and responsibility toward a society among 5 determinants were positively related to levels of trust in organization of hospital workers. Based on these findings, it can be defined that 5 determinants of hospital organization trust influences levels of trust in organization of hospital workers. The implications of this study are discussed and areas for future research are presented.

• 유통과학연구
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• 제22권3호
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• pp.21-31
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• 2024

Purpose: The primary aim of this study is to explore how social media marketing influences customer purchase intention, focusing on the roles of customer engagement and trust as mediators. Research Design, Data, and Methodology: The investigation utilized an online survey conducted in Chinese on the Questionnaire Star platform. It targeted male and female consumers aged 18 and above who purchase products online, yielding 1107 valid responses from across major Chinese cities. Results: Analysis reveals that social media marketing significantly affects customer purchase intention in a positive manner. It also enhances customer engagement and trust, which serve as crucial mediating variables linking social media marketing to purchase intention. The study found that engagement and trust facilitate brand identification and alignment, thereby directly boosting purchase intention. Conclusion: The findings offer essential insights for businesses aiming to improve their social media marketing impact on consumer behavior. It highlights the importance of fostering user engagement and trust, as well as creating a favorable brand image. These elements are key to influencing consumer purchase decisions within social media contexts. The study advises businesses to engage deeply with consumers and build trust, providing practical recommendations for navigating the evolving social media environment towards sustainable growth.

• 한국IT서비스학회지
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• 제13권1호
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• pp.1-21
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• 2014

In IT service quality research, the relationship between the service quality and clients' satisfaction was the focus of many studies while in relationship quality research, the influence of trust and conflict on relationship commitment seems to be the focus. In this study, these two research streams are integrated and a theoretical research model is proposed consisting of IT service quality, satisfaction, trust and relationship commitment with conflict as a moderator for the overall psychological mechanism. As satisfaction represents emotional response while trust cognitive response, this research model integrated both emotional and cognitive aspects of relationship maintenance in the IT service context. Analysis of data collected from 262 employees of global IT service firm revealed the differential effects of reliability, responsiveness, assurance and empathy on satisfaction and trust. Also, depending upon the level of conflict, the effects of reliability and assurance were found to be moderated. Further analysis revealed more profound mechanism at work relating emotional and cognitive aspects in the psychology of relationship maintenance in IT service context. Practical implications are further discussed in the conclusion.

• 융합보안논문지
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• 제22권3호
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• pp.3-11
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• 2022

갈수록 정교해지는 사이버 위협, 클라우드 도입의 가속, 코로나19 팬데믹으로 인한 원격 및 하이브리드 근무환경 도입 등으로 인하여 많은 기업이 경계 안에 있는 모든 것을 암묵적으로 신뢰하는 전통적인 보안 모델이 경계가 존재하지 않고 데이터와 사용자가 갈수록 탈중앙화되는 오늘날 환경에 적합하지 않다는 사실이 부각되면서 제로 트러스트라(Zero Trust)는 개념이 갈수록 주목받고 있다. 제로 트러스트는 '아무도 신뢰하지 않는다'는 전제의 사이버 보안 모델로, 전체 시스템에서 안전한 영역 또는 이용자는 전무하다는 것을 원칙으로 내부 이용자도 검증을 거치며, 네트워크 접속 환경에 따른 정보 접근 범위도 차등 및 최소화하는 방안이다. 코로나19 팬데믹으로 인하여 재택근무가 일상화되고, 기존 사이버 보안방안이 한계에 부딪히면서 제로 트러스트(Zero Trust) 기술이 한층 더 주목을 받고 있다. 이에 따라 우리 정부도 NIST 표준을 참고로 제로 트러스트 도입 시 국내 공공 및 민간부문의 수용 가능성 현황, 개선이 필요한 과제 등을 점검할 것으로 예상된다. 이 논문에서는 이러한 제로 트러스트와 제로 트러스트의 기본원리, 철학, 고려사항에 대해 설명하고, 제로 트러스트의 기술을 접목시켜 보안을 강화하는 실무적인 기초 방안에 대하여 제시한다.