• 한국의류학회지
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• 제31권7호
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• pp.1107-1118
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• 2007

Relationship marketing research has traditionally focused on the relationship among customer satisfaction, trust, and customer commitment, while assuming that the causal relationship of customer $satisfaction{\rightarrow}trust{\rightarrow}commitment$ is well understand. However, recently many scholars argue that customer satisfaction, trust, commitment can not explain long-term orientation fully, and suggest the need for more extensive researches investigating the determinants of long-term relational retention. The purpose of this study was to explained the relationship development process through the mediation effect of contact intensity and relationship termination cost between customer satisfaction and trust, and between trust and commitment, and an analysis the causal relationship among these variables. The results were as follows. First, the customer satisfaction had both direct and indirect effects on trust mediated by contact intensity. Second, the trust had both direct and indirect effects on commitment mediated by relationship termination cost. Third, the commitment influenced long-term orientation. Finally, the empirical results confirmed that the model add to the concept of mediation with contact intensity and relationship termination cost plays a strong, central role in explaining relationship development process between customer and fashion retail stores.

• 한국정보시스템학회지:정보시스템연구
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• 제33권1호
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• pp.159-182
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• 2024

Purpose This study aims to investigate the factors influencing social media users' sharing behaviors of COVID-19 health information. Specifically, we seek to examine the impact of three key antecedents-trust in information source, trust in information content, and trust in social media platform-on users' trust in information quality and determine whether their effects vary between South Korea and China. Design/methodology/approach To fulfill our research objectives, we conducted an online survey across two countries, collecting 408 valid responses (South Korea: N = 201; China: N = 207) for our analysis. We employed Partial Least Squared based Structural Equation Modeling (PLS-SEM) with SmartPLS 4 and performed Exploratory Factor Analysis (EFA) and independent t-tests with SPSS 27. Findings The study revealed that perceived risks significantly inhibit users from sharing health information, highlighting the critical role of trust in countering these effects. We also identified variances in the levels of trust in information content and trust in social media platform between the two countries, which offers fresh perspectives for designing culturally tailored public health communications and interventions.

• 보건교육건강증진학회지
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• 제28권2호
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• pp.63-73
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• 2011

Objectives: This study was conducted to investigate the relationships between trust and participation in cancer screening. Methods: Data from 2004 Busan Health Survey were analysed for the study. Multiple logistic regression was performed on participation in cancer screening by trust level with potential confounders(sex, age, education, monthly mean household income, subjective health status, smoking, alcohol intake, exercise, and daily eating habits). Results: In a total of 7,423 participants, 2,078(28.0%) were classified as cancer screening participants. High horizontal trust was associated with increased likelihood of cancer screening participation(OR(men) = 1.20, 95% CI 1.00-1.45) and (OR(women) = 1.19, 95% CI 1.02-1.39), after multiple adjustments. Respondents with high trust in health care system had significantly higher odds ratios for participation in cancer screening: 1.60(95% CI 1.27-2.02) among men and 1.18(95% CI 0.97-1.44) among women, after multiple adjustments. Conclusions: Trust was significantly associated with higher odds of cancer screening participation and could be a potent arena for increasing cancer screening participation.

• 한국유통학회지:유통연구
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• 제16권3호
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• pp.77-104
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• 2011

본 연구는 판매원 신뢰의 차원을 신용과 호의로 구분하여 이들이 기업충성도에 미치는 영향이 업종과 개인주의에 따라 달라짐을 실증하였다. 제품 구매에 있어 판매원의 역할이 상대적으로 중요한 역할을 하는 대표적 업종인 자동차와 보험 산업에서 구매(가입)경험이 있는 중국 소비자 1,060명을 분석 대상으로 하였다. 분석 결과, 판매원 신용과 호의 모두 기업 충성도에 유의한 영향을 미치는 것으로 확인되었다. 또한 판매원 신용은 보험 업종에서 기업 충성도에 더 큰 영향을 미치는 것으로 나타났으며, 반대로 호의는 자동차 업종에서 기업 충성도에 더 큰 영향을 미치는 것으로 확인되었다. 한편, 개인주의의 조절효과 분석 결과 개인주의적 성향이 낮은 소비자일수록 판매원 호의가 기업 충성도에 더 큰 영향을 미치는 것으로 확인되었다. 끝으로, 이러한 결과의 시사점에 대해 논의하였고, 연구의 한계점과 더불어 향후 연구방향을 제시하였다.

• 한국경제지리학회지
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• 제12권4호
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• pp.454-476
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• 2009

본 연구는 부산시 물류창고업의 신뢰형성 수준과 연계의 공간적 특성 간의 관계를 밝히고자 하였으며, 그 결과는 다음과 같다. 첫째, 신뢰형성 요인 중 '장기적 반복적 상호작용', '정보공유와 호혜성', '상호의존과 자산전용성'은 신뢰형성이 높은 수준인 미시적 신뢰, '근접성'과'불확실성'은 중간 수준인 중시적 신뢰, 그리고 '기업의 문화 및 규범과 공식적 제도'는 낮은 수준인 거시적 신뢰에 상대적으로 많은 영향을 미친다. 둘째, 거시적 신뢰, 중시적 신뢰, 미시적 신뢰 모두 공간적 근접성이 매우 큰 국지적 범위에서 대부분 형성되고, 신뢰형성 수준이 높을수록 연계의 공간적 범위는 국가적 범위, 국제적 범위로 확대된다. 셋째, 이러한 현상은 구매연계보다 판매연계에서, 제공하는 서비스 영역이 클수록, 수직적 연계보다 수평적 연계에서, 기업 간 관계가 발전할수록, 아웃소싱보다 공급사슬관리로 업무가 진행될 때 더욱 뚜렷하게 나타난다.

• 한국임상약학회지
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• 제31권4호
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• pp.301-310
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• 2021

Background: Trust is a key component for the good relationship between patients and healthcare professionals but trust for community pharmacists has not been studied much. Objectives: This study aimed to measure public trust in community pharmacists and to investigate variables that affect trust level in South Korea. Methods: A total of 25 questions, including 13-items for three dimensions of trust (pharmacists' behavior/attitude, technical competence, communication skills) and 1-item for overall trust were developed. The survey was conducted online and the data from 416 respondents were analyzed with a t-test, an ANOVA and a multiple linear regression analysis. Results: The average scores (mean ± standard deviation) for the three dimensions of trust in community pharmacists were 3.47±1.05 (out of 5 points) for pharmacists' behavior/attitude, 3.67 ± 0.99 for technical competence, and 3.66±0.99 for communication skills. The average of the 13 items incorporating all parameters was 3.56±1.02 and the overall trust level was 7.16±1.62 (out of 10 points). The total sum of the 13 items differed significantly by age group (p=0.02) and frequency of pharmacy visits (p=0.04). Each dimension had an independent impact on the trust level, and pharmacists' behavior/attitude had the greatest impact on trust levels. Conclusions: This study showed that pharmacists' behavior/attitude had the most significant impact on the trust level. However, the level of trust in pharmacists' behavior/attitude is not yet sufficiently satisfactory, and further improvements are required to increase trust in community pharmacists.

• 복식문화연구
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• 제29권5호
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• pp.665-678
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• 2021

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers' purchase intention; in particular, trust in the seller had a greater influence on consumers' purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

• 아태비즈니스연구
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• 제12권3호
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• pp.235-250
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• 2021

Purpose - This study analyzed the correlation and influence between social support, trust (seller, brand), and continuous purchase intention in C2C social commerce in China. Design/methodology/approach - To test the hypothesis, SPSS and Smart PLS 3.0 statistical packages were used based on the collected data. Findings - First, it was confirmed that social support (emotional support, informational support) had a positive effect on trust in sellers. Second, it was found that trust in sellers had a positive effect on brand trust. Third, both seller trust and brand trust have a positive effect on consumers' continuous purchase intention. Research implications or Originality - When consumers gain emotional and informational support from sellers, trust in sellers will be effectively improved. Companies wishing to improve brand credibility of their products will have to outsource the sale of their products to trusted sellers. The C2C social commerce platform should build its own trust rating system, recommend sellers with high reliability ratings, and encourage sellers to provide consumers with a lot of information about their brand.

• 한국병원경영학회지
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• 제22권2호
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• pp.70-86
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• 2017

The purpose of this study was to empirically investigate the relationship between hospital employeesʼ perceptions of organizational politics, organizational effectiveness such as job satisfaction, organizational commitment, and turnover intention. We also evaluated the moderating effect of organizational trust on the relationships between POPs and organizational effectiveness. By analyzing 726 employeesʼ data including physicians, nurses, medical technicians, and administrators from one private hospital, POPs was found to have had a highly negative relationship with job satisfaction and organizational commitment while a highly positive relationship with turnover intention. Furthermore, organizational trust moderated the relationship between POPs and job satisfaction, and also POPs and turnover intention, while no moderating effect appeared between POPs and organizational commitment. Within the organization, employees who are in a group with high organizational trust have low job satisfaction and high turnover intention when they have high POPs rather than a group with low organizational trust. Further the implications of these results and future directions of the study have been discussed.

• 동아시아경상학회지
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• 제12권2호
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• pp.9-18
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• 2024

Purpose: This study compares Korean and Chinese consumers on the impact of customer equity on trust. Although there have been many studies regarding the impact of customer equity, most of them are limited to the retail and banking industry and mostly compare East and West cultures. Therefore, this study compares Korea and China within East Asia in the hotel industry. Research design, data and methodology: Based on reviews in the literature, this study explores different effects of customer equity on brand trust between Korea and China. To confirm the hypotheses, the research collected survey data from 186 Korean and 155 Chinese respondents. After confirming reliability and validity of measures, this study conducted a multiple regression to test proposed hypotheses. Results: The results of the study showed that all of three customer equities influences on trust positively in the hotel industry. Regarding comparing Korea and China, brand equity has stronger impact on trust in Chinese customers than South Korean customers, on the other hand, value equity and relationship equity had a slightly stronger positive effect in South Korea than in China. Conclusions: This study found significant differences between Korean and Chinese customers in the hotel industry. These results show that even two countries in the same region of East Asia, South Korea and China, are different. Also, this finding suggests that hotel management level should consider differentiating their marketing strategies for Korean and Chinese customers.