• Journal of Information Technology Services
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• v.11 no.2
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• pp.69-91
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• 2012

The purpose of the study is to investigate the effects of direction of comments about online reviews and the credibility of web sites on brand attitudes toward restaurants. Also, the study compared two study results using Korean and Chinese on-line users to assess the feasibility of the application of on-line marketing developed in Korea to Chinese internet user contexts. The results show that the credibility of web sites and the direction of comments influence the brand attitude as hypothesized. Overall, the results from two country consumer groups are similar. However, there are unique results including the significant interaction effects between the direction of comments and the credibility of web sites only for Chinese on-line users on the brand evaluation tasks and for Korean on-line users on the purchase intention. The cultural value might cause these different results across the nations.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.2
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• pp.213-219
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• 2020

Studies related to Electronic Word-of-Mouth (eWOM) show that the acceptance of eWOM information is an important factor in customer purchase decisions. When consumers accept eWOM information, they tend to use that information in considering before making purchase decisions. In Viet Nam, there are few studies about eWOM information, especially on the acceptance of eWOM information. Research is conducted to test the influence of consumers on the perception of the senders' identity to the acceptance of online reviews (a kind of eWOM) in Viet Nam - a case study in Ho Chi Minh City. Using adjustment techniques, inspecting the scales and a theoretical model represent the relationship among the influential factors. The research is based on a sample of 522 consumers who use the Internet to search for product reviews before buying and used Structural Equation Modeling (SEM) to test the relationships among the variables. The research results show that the scales of the variables: Message Quality, Source Credibility, Perceived Message Usefulness, Perceived Senders' Identity, Perceived Message Credibility, Message Acceptance attain the validity and reliability in the research. The research contributes to the understanding of the determinants that influence the acceptance of eWOM information, which are informational factors, and factors related to consumer skepticism.

• Journal of the Korean Society for Library and Information Science
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• v.41 no.4
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• pp.93-111
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• 2007

The Internet is now an integral part of the everyday lives of a majority of people. Web users are becoming increasingly skeptical of the information and services offered online. They are demanding web sites that offer credible information. This study focused on what features of web sites affect the perception of web credibility. For this purpose, I took the responses from 648 people and extracted 49 factors that affect web credibility. I placed the individual factors - the specific questions asked in the survey - into one of four categories expertise. trustworthiness, ads and other and calculated the means for each of the 49 factors. As a result, 29 out of 49 factors increase the Perceptions of credibility and 20 factors decrease the web credibility. Sites with frequently update. the credentials of authors, strict content guides, search capabilities, clear connections to the real world fared good in credibility. Technical problems such as broken links, site sown, or typographical errors were rated the most negative on this scale On the other end of the scale, a domain name that ends in' .org' or' .or.kr' caused little change in perception of credibility.

• Asia pacific journal of information systems
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• v.15 no.2
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• pp.1-21
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• 2005

This study is an empirical study about the effects of perceived risks and perceived benefits on purchase intention in mobile commerce. Perceived risks and perceived benefits are proposed as mediators that make a significant impact on purchase intention in mobile commerce. Also, this study compared the direct effect of perceived risks, perceived benefits and consumer subjective knowledge to purchase intention. As antecedents of perceived risks and perceived benefits, subjective knowledge, mobile Internet familiarity, credibility for the purchase and provided information level are proposed and verified. Results from this study are as follows: First, the effect of perceived risks to purchase intention is not significant whereas that of perceived benefits is significant. Second, this study revealed that mobile Internet familiarity, credibility for the purchase and information level are significantly related to mobile purchase intention through perceived benefit. Third, subjective knowledge makes a significant impact on purchase intention directly not mediated by perceived risk or perceived benefit. Based on these results, managerial implications for mobile commerce vitalization and marketing strategy are discussed. Finally, limitation for this research and further research issues are suggested.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.53-72
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• 2007

The Internet is now an integral part of the everyday lives of a majority of people. They are demanding web sites that offer credible information - Just as much as they want sites that are easy to navigate. But the online reality today is that few Internet users say they can trust the web sites that have products for sale or the sites that offer advice about which products and services to buy. Users want the web sites they visit to provide clear information to allow them to judge the site's credibility. Users want to know who runs the site; how to reach those people; the site's privacy policy; and how the site deals with mistakes. In the eyes of users all sites ate not equal. Users have different credibility standards for different types of sites. For news and information sites users want advertising clearly labeled as advertising. And users want the site to provide a list of the editors responsible for the site's contents, including the editor's email address. For e-commerce sites, user expectations and demands are just about as high as they can be. They say that it is very important that these sites provide specific, accurate information about the site's policies and practices.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.7 no.5
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• pp.1058-1076
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• 2013

The WBAN(Wireless Body Area Network) supplies mobile convenience to our medical services. But if we have few effective control variables across this service deployment, the hidden distortions or defects of the system might threaten the lives and rights of the stakeholders. Therefore we need to increase the service credibility, to get WBAN effective. This study proposes a governance mechanism using feasible variables that are currently in use in practices in WBAN environments against medical incidents. Control variables were tested in Seoul National University hospital and related medical industries of South Korea. We assume that WBAN systems would be open based on integrating patients, medical employees and law enforcements to get smart theater operations against medical incidents by implementing proposed MJA(Multilateral Joint Analysis) model. MJA model also contributes to the convergence of computer systems and medical services by demonstrating flexible SOA(Service Oriented Architecture) dashboard of healthcare services with credibility factors in medicine. The important components in MJA model across WBAN, were found to be "Safety, Accuracy and Reliability" in priority order. Factor analysis, correlations and ANOVA were used to evaluate this model and an IT dashboard with a realization of mobile application, was used to support participants' decision-making.

• The Korean Journal of Food And Nutrition
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• v.24 no.2
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• pp.217-225
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• 2011

The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient's in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were 'visit intention', 're-WOM intention' and 'source credibility' affected 'WOM acceptance' in this process. Additionally, 'online homophily' and 'message vividness' had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry's effective marketing activity.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.424-432
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• 2011

Today's wide-spread Internet technology allowed consumers to access much Word-of-Mouth information through an online board. As communication and exchanging information between travelers becomes easier and faster, e-WOM (Electronic Word-of-Mouth) is recognized as one of the most influencing communication methods in today's society. This new trend implies a significant impact to travel industry. This study focuses on interaction between Credibility on e-WOM, brand attitude, WOM acceptance, WOM activity and purchasing intention of travel product. The result of this study suggests: (1) Credibility in e-WOM provides positive effect in brand attitude, (2) Brand Attitude gives positive effect on WOM acceptance, WOM activity and purchasing intention of travel product, (3) WOM acceptance gives positive effect on WOM activity, but it is not effective on purchasing intention of travel product. Regarding e-WOM management of travel agencies through its website or online community, authors would like to argue that travel agencies need to build positive brand attitude based on Credibility in brand, which would lead consumers to positively acknowledge its brand and spread words out to other consumers.

• Culinary science and hospitality research
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• v.19 no.2
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• pp.190-202
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• 2013

The arrival and expansion of the Internet has extended consumers' options and has provided consumers' opportunities to offer their own consumption. Through a laboratory experiment, we investigated questions: 1) do consumers trust the accuracy of reviews posted by anonymous reviewers or experts and 2) do readers trust negative and positive reviews equally? The messages were created as a form of 4 scenarios for this study. The statistical analysis was conducted using SPSS Win(v.16.0) for descriptive analysis, and t-test. Our results from a 2(positive reviews vs. negative reviews)*2(consumer vs. expert) experiment design showed that there was a significant difference between consumers' review and experts' one in restaurant visit intention(p<.001) and information credibility(p<.001). Also, between positive review and negative one, significant difference was found in restaurant visit intention(p<.001) and information credibility(p<.01). Other results, limitations and future research directions were also discussed.

• Journal of Korea Multimedia Society
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• v.23 no.5
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• pp.658-666
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• 2020

PGP is an encryption software designed to provide information protection, security and authentication services for online communication systems. The characteristic of behavior done on the Internet is that you don't know the other person. It is very important to protect information from someone you cannot trust. So identification of the other person is an important task. PGP uses an digital signature algorithm to verify the identity of the other party. However, it is not accurate to check the other party's credibility. PGP increases trust as other users sign more on public keys of user. In other words, credibility is not perfect. In this paper, PGP certification system that key management in Ethereum blockchain, one of the blockchain platforms, is proposed. Key management in blockchain ensures data integrity, transparency and reliability.