• Journal of Venture Innovation
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• v.2 no.2
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• pp.1-19
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• 2019

Various studies have been conducted on factors influencing the adoption of new technologies. In particular, the factors influencing customers' acceptance of new technologies that emerged along with the arrival of the 4th Industrial Revolution. Theoretical models are mainly based on the technology acceptance model (TAM) or Extended Unified Theory of Acceptance and Use of Technology : UTAUT2). However, there are no trust variables in these models. In this study, we added trust variable and tested augmented reality(AR). Three types - trust as an independent variable, as a mediating variable, and as a moderating variable - were analyzed statistically. As a result, trust was most explanatory when viewed as a mediating variable between independent variables and intention to use. In theory, it has been shown that trust acts as a mediating effect. In practice, trust is most important in accepting new technologies, so it is important to prioritize trust.

• Journal of Korean Academy of Nursing Administration
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• v.20 no.1
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• pp.59-68
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• 2014

Purpose: The purpose of this research was to delineate the effects of organizational injustice on negative behaviors of employees with the mediating effects of trust. Methods: A survey was conducted among 550 nurses in 11 departments of 3 hospitals located in the Pohang area. Data were analyzed using frequency, descriptive statistics. correlation coefficients, regression analysis. Results: Procedural injustice (${\beta}$=-.48, p<.001) had the greatest negative effect on organizational trust, followed by interactional injustice(${\beta}$=-.15, p<.001) and distributive injustice(${\beta}$=-.14, p<.001). For supervisor trust, both procedural (${\beta}$=-.11, p=.006) and interactional (${\beta}$=-.63, p<.001) injustice had a negative effect. While supervisor trust (${\beta}$=-.28, p<.001) had greater negative effects on organizational negative behaviors of nurses compared to organizational trust (${\beta}$=-.21, p<.001), supervisor trust (${\beta}$=-.29, p<.001) had negative effects on personal negative behaviors but organizational trust had no significant effect on personal negative behaviors. Conclusion: To reduce the negative organizational behaviors of nurses, an organizational effort is needed to reduce procedural injustice by introducing fair organizational management and to reduce interactional injustice through formal or informal communication channels between supervisors and nurses.

• The Research Journal of the Costume Culture
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• v.31 no.3
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• pp.394-410
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• 2023

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers' purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company's marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach's alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

• The Research Journal of the Costume Culture
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• v.29 no.4
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• pp.554-571
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• 2021

The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.119-128
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• 2022

In the context of the COVID-19 era, due to the serious epidemic and heavy workload, medical staff often work overtime. The frequency of overtime work is directly related to organizational trust, so the impact of overtime work is of high importance to medical staff. This study focuses on the role of overtime work and validates the level of organizational trust among healthcare workers. The mediating effect of personal achievement as a mediator between overtime work and organizational trust was also explored. According to the results, both voluntary overtime and inoluntary overtime of medical staff have a positive impact on organizational trust. The results also suggest that personal accomplishment has a mediating effect between overtime work and organizational trust. This study focuses on exploring the impact of medical staff overtime work on organizational trust and proposes options for improving organizational trust among medical staff.

• Journal of Information Technology Applications and Management
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• v.28 no.2
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• pp.1-16
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• 2021

In recent years, as IT technologies such as cloud computing and mobile payment have evolved and Internet users have increased, the Internet financial market has become intelligent, mobile, and platformed. This study considers the impact of the psychological characteristics of platform systems and users on the performance of fintech platforms. The results of this study are as follows. Information quality affected trust and commitment, service quality affected commitment only, and system quality affected trust and commitment. The perceived risk affected trust and commitment, and the perceived benefit only affected trust and was shown to have an insignificant relationship with immersion. Trust has been shown to have a significant relationship with commitment, and both trust and commitment affected performance. In the validation of mediation effects, trust has shown a partially mediated effect between information quality, system quality, perceived risks, and perceived benefits and performance. There was no mediation effect between service quality and performance. Immersion has been shown to have a partial mediating effect between information quality, service quality, system quality, perceived risk and performance, and there is no mediating effect between perceived benefits and performance. This study showed what are the main factors that affect the performance of the fintech platform and will be used as a useful foundation for increasing the performance of the platform in the future.

• The Journal of the Korea Contents Association
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• v.10 no.5
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• pp.387-397
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• 2010

The purpose of this study tried to reveal how human capitals of deluxe hotels located in Seoul affects corporate trust and organizational citizenship behaviors. In addition, it tries to find out the mediating effect that the trust among coworkers have contributed to human capital and organizational citizenship behaviors. The result of this study shows that Human capital have a great effect on the trust among employees and organizational citizenship behaviors. And it has been outed that the trust between the company and employees is a mediating effect between human capital and organizational citizenship behaviors. The results of this research shows that for competitive advantage under the competitive environment of the hotel industry, in addition to human resource management and organizational management, the management system which emphasizes the importance of human capital and the trust among company members should be built.

• Journal of Distribution Science
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• v.14 no.4
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• pp.39-46
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• 2016

Purpose - Recently, as Korean culture and economy develops, Seoul has become a world-famed city. In Seoul, many special grade hotels have been constructed in order to accommodate many tourists from China, Japan and many other Asian countries. And the hotels entered into competition among themselves. Thus many changes are accelerated due to their mutual competition and manpower problems. In this situation, the role of higher officers above all is thought to be very important in order to enhance the management result and to make preparations for the kernel ability of the organization. Research design, data and methodology - This study was intended to verify how the leadership of the higher officers based on trust affects the job satisfaction of employees of the organization. In order to achieve the purpose of this study, some study models and hypotheses have been established through theoretical examinations. The subjects of this study were centered on the constituents of C-Hotel, M-Hotel, and D-Hotel. 200 questionaries were distributed and 190 questionaries were collected and thus the collection ratio was 91 percent. 8 questionaries which were regarded to be insincere or hard to analyzed were excluded. Finally, 182 questionaries were used for analyzing the factors and trust. For the purpose of the verification of hypotheses, structural equation was used. In order to verify the mediating effect of trust between the relationship of emotional leadership and job satisfaction, 'Three-step Mediated Regression Analysis by Baron & Kenny(1986) was utilized. The four hypotheses for this study are as follows: First, emotional leadership will have a meaningful influence on trust in the affirmative. Second, trust will have a meaningful influence on job satisfaction in the affirmative. Third, trust will play a mediating role in the relationship of emotional leadership and job satisfaction. Result - First, the emotional leadership and trust was found to effect a positive effect. Second, the trust and job satisfaction was found on a positive effect on job satisfaction. Third, the emotional leadership and job satisfaction was found to positive effect on job satisfaction. Fourth, the trust in the relationship between emotional leadership and job satisfaction was found that the partial mediating effect. Especially, in the case of the business of hospitality, human services as well as material resources become its keynote, and we can safely say that the degree of dependence toward human resources is very high. Accordingly, the leaders should display their leadership on the basis of abundant emotional and intellectual faculties so that they can grasp, understand and admit the diverse views of value and emotion of the organization constituents and that they can form emotional leadership. On the basis of the analysis results of the verification of hypotheses, some suggestions and uppermost limit of this study have been presented for further study.

• Journal of the Korea Safety Management & Science
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• v.15 no.4
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• pp.373-381
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• 2013

This paper reviewed the mediating effects of knowledge sharing between social capital(interaction, trust, shared vision) and innovation(radical innovation, incremental innovation) in small businesses. Based on the responses from 337 responses, the results of mediating effect analysis and path analysis showed that interaction and shared vision effect positively on radical innovation and incremental innovation via knowledge sharing or directly, but trust effects positively only on incremental innovation. Social capital and knowledge sharing have more effects on incremental innovation than on radical innovation.

• Korean Journal of Organic Agriculture
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• v.28 no.3
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• pp.315-334
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• 2020

This study was conducted to analyze factors affecting acceptance of smart farm technology. Smart farm technology is rapidly being introduced to agriculture in accordance with the progress of the 4th Industrial Revolution, but research on this is still little. Therefore, in this study, based on the unified theory of acceptance and use of technology (UTAUT), a research model reflecting the characteristics of smart farm technology was constructed. To test this, empirical analysis was performed. A survey was conducted for students in smart farm technology education and adult male and female farmers who are currently planning to operate smart farms. Valid 204 sample were used for analysis. The hypothesis test was based on multiple regression analysis using SPSS 24 statistical package. For the mediating effect and moderating effect, Process Macro 3.4 based on the regression equation was used. The results of testing the hypothesis are as follows. First, in the causal hypothesis test, it was shown that performance expectancy, social influence and price value have a significant positive effect on the intention to use smart farm technology. On the other hand, effort expectancy, facilitating conditions were not tested for a significant influence on the use of smart farm technology. As a result of analyzing the mediating effect of trust, it was found that trust plays a mediating role between performance expectancy, effort expectancy, social influence, facilitating conditions, price value and intention to use smart farm technology. In particular, the effort expectancy has not been tested for a direct significant effect on intention to use smart farm technology, but it has been shown to have an impact through trust. Trust was found to be a full mediating between the effort expectancy and the intention to use the smart farm technology. The current IT level of prospective users has been shown to play a moderating role between performance expectancy, facilitating conditions and intention to use smart farm technology. In particular, the IT level was found to strengthen the relationship between performance expectancy and intention to use smart farm technology. Based on the results of these studies, academic and practical implications were suggested.