• 감성과학
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• 제23권2호
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• pp.103-120
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• 2020

본 연구에서는 운전 시뮬레이션을 이용하여 적응형 정속 주행(adaptive cruise control: ACC) 시스템에 대한 운전자의 신뢰 및 도로 혼잡도가 운전자의 작업부하와 상황인식에 미치는 효과를 알아보았다. ACC 시스템에 대한 운전자의 신뢰는 ACC 시스템이 정상 작동하는 조건과 시스템이 오작동하는 조건을 통해 신뢰상승 집단과 신뢰감소 집단으로 구분하였다. 도로 혼잡도는 운전자 차량 주변의 차량 수로 수준을 조작하였다. ACC 시스템에 대한 신뢰와 도로 혼잡도를 달리한 네 가지의 실험 조건 각각에 대해 운전자들의 작업부하와 상황인식을 측정하였다. 본 연구의 결과를 요약하면 다음과 같다. 먼저 ACC 시스템에 대한 신뢰감소 집단은 신뢰상승 집단에 비해 이 시스템의 사용으로 인한 운전부담 경감이나 안전운전 확보 등을 포함한 측정 항목 모두에서 시스템에 대한 신뢰 점수가 유의하게 더 낮았다. 둘째, ACC 시스템에 대한 신뢰감소 집단은 신뢰상승 집단에 비해 이차과제에서 더 느린 반응시간을 보였고, 시스템 사용에서의 주관적인 작업부하 수준도 더 높게 평정하였다. 셋째, 이와는 대조적으로 운전자들의 운전상황에 대한 상황인식은 ACC 시스템 신뢰감소 집단이 신뢰상승 집단보다 유의하게 더 우수하였다. 본 연구의 결과들은 ACC 시스템에 대한 신뢰가 운전 중에 수행하는 다양한 정보처리에 영향을 미칠 수 있음을 보였는데, 이것은 자동화된 운전보조 시스템의 설계에서 사용자의 시스템에 대한 신뢰가 중요한 변인으로 고려되어야 한다는 것을 시사한다.

• 한국디지털정책학회:학술대회논문집
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• 한국디지털정책학회 2003년도 창립학술대회
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• pp.403-415
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• 2003

This study is performed to examine the relationships between trust and antecedents in cyberspace. Trust is the major control system in cyberspace. Different time, different spaces, different cultures, indistinct boundaries, flexible structure, separation of information from matters, cybernetics, difficulty of control are differential characteristics between cyberspace and physical space. Providing fit information, use of effective electronic channels, previous trust management, feedback system about output, flexible culture, self-regulation, off-line meeting, providing information about tasks and roles, ability, and justice are supposed to have effects on trust in cyberspace. By electronic mediated systems, the company will have more business opportunity. But trust will be conditional factors of expanding business in cyberspace.

• 한국정보시스템학회지:정보시스템연구
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• 제32권3호
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• pp.63-83
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• 2023

Purpose With the continuous growth of the OTT services market, trust issues are becoming increasingly important, but research on this topic is still in its infancy. The purpose of this study is to identify the structural relationship between information system quality and reuse intention of OTT services and to analyze the impact of trust and user satisfaction. Design/methodology/approach This study proposed a research model based on the information system success model. In this study, a survey was conducted among 236 Korean users who have used OTT services within the last six months. Findings The results of the analysis showed that text quality and visual quality had a significant impact on trust in OTT services, with text quality having the largest impact. System quality and text quality also had a significant impact on trust in OTT service providers. However, visual quality did not have a statistically significant effect on trust in the service provider. Trust in the OTT service and the service provider was analyzed to have a significant impact on user satisfaction. However, it did not have a statistically significant impact on reuse intention. These findings have important implications for improving trust in OTT services to increase users' reuse intentions. It is also expected to contribute to further expanding the field of OTT service research.

• 한국시스템다이내믹스연구
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• 제5권1호
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• pp.99-110
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• 2004

Building trust assurance particularly in case of commercial practices in cyber space without physical contact is a very complex task to tackle. Several factors are interrelated in not necessarily technical but also societal dimensions over the entire process of e-commerce firm ex-ante through ex-post transactions. This paper attempts first to brief the substance of e-trust and examine the natuure of its complexity by using system dynamics simulation technique, followed by its current address and the future directions to move. A framework of 3 x 3 matrixes is deviaed and the key issues of e-trust are mapped into cross-cells of the table. The paper also includes some possible suggestions on the matter of trust assurance especially for B2C and B2B in policy wise and organizational perspective from the context of international collaboration.

• 유통과학연구
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• 제17권9호
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• pp.67-81
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• 2019

Purpose - The overarching aim of this study is to empirically test the effect of ex-post control mechanisms on multi-dimensional trust and channel performance in franchise systems. Although the franchise system is a vertical marketing channel based on trust between the franchisor and the franchisees, issues related to franchisee's opportunistic behavior have persisted and thus requires research into the effective control system of franchise headquarters. Research design, data, and methodology - In this study, data was collected from 150 franchises to identify the effect of two types of franchising headquarters' control system on the multi-dimensional trust and franchise channel outcome between franchisor and franchisee. To test the hypotheses intended to achieve this aim, structural equations modeling technique is utilized. Results - The results of this research reveal that among the two formal control systems studied (output and process control), output control positively and significantly affects multidimensional trust. Additionally, among the three dimensions of trust employed in this study, only expertise has a positive and significant effect on contract compliance. Equally, only expertise and integrity have a negative and significant effect on opportunistic behavior. Conclusions - The study provides managerial and theoretical insights into understanding ex-post control mechanisms, trust, compliance and opportunistic behaviors in franchise systems.

• 한국정보시스템학회지:정보시스템연구
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• 제32권4호
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• pp.69-94
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• 2023

Purpose Social networking service (SNS) platforms employ distinct networking strategies to meet the varying needs of their users, resulting in divergent sets of technological functionalities offered by each platform. Consequently, unique features on various SNSs give rise to distinct social issues. Moreover, the available technical coping mechanisms for users vary significantly across platforms. Design/methodology/approach Therefore, this study analyzes the factors affecting technical coping intention based on technical functions of SNSs for users exposed to cybercrime, such as sexual harassment. We divide coping intention into active and passive coping intention. Furthermore, this research focuses on trust as an antecedent of coping intention and verifies how human and system-like trust affects two coping intentions in different directions. Findings Findings reveal that system-like trust significantly affects both active and passive coping intention as a belief in whether the technology will work properly. However, in the case of human-like trust, trust in the platform provider was found to negatively affect passive coping, which is considered unsocialized behavior on SNS platforms. Therefore, both human-like and system-like trust for the platform must be appropriately applied to cope with the problem while activating the platform.

• 지능정보연구
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• 제22권3호
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• pp.113-127
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• 2016

협업 필터링(Collaborative Filtering)은 유용성과 정교성 면에서 가장 성공적인 추천 알고리즘으로 평가받으며 산업계나 학계에서 많이 활용 및 연구되고 있지만, 기본적으로 사용자들이 평가한 점수에만 기반하여 추천결과를 생성하는 한계점이 있다. 이에 본 연구는 사용자가 상품을 구매할 때 자신이 신뢰하는 타인의 추천을 더 적극적으로 수용할 것이라는 점에 착안하여, 사용자의 평점 외에 사용자 간 신뢰관계를 소셜네트워크분석으로 분석한 결과를 추가로 반영하는 추천 알고리즘들을 제안하였다. 구체적으로 본 연구에서는 소셜네트워크분석에서 네트워크 내의 중심적 위치를 나타내는 척도인 내향 및 외향 중심성을 활용하여 사용자 간 유사도를 산출하는 알고리즘들과 사용자 신뢰 네트워크를 탐색하여 추천 대상이 되는 사용자가 직접 간접적으로 신뢰하는 사용자의 평가점수를 보다 높게 반영하는 알고리즘을 제안한 뒤 그 성능을 비교해 보았다. 실제 데이터에 적용하여 분석한 결과, 사용자 신뢰 네트워크의 내향 중심성 지수를 조건 없이 적용한 경우에는 오히려 정확도의 감소만을 야기하는 것으로 나타났고, 일정 임계치 이상의 외향 중심성을 갖는 사용자에 한해 내향 중심성 지수를 고려한 추천 알고리즘은 전통적인 협업 필터링에 비해 약간의 정확도 개선이 이루어짐을 확인할 수 있었다. 아울러, 사용자 신뢰 네트워크를 기반으로 탐색하는 알고리즘이 가장 우수한 성능을 보이는 것을 알 수 있었으며, 전통적인 협업 필터링과 비교해서도 통계적으로 유의한 수준의 정확도의 개선이 이루어짐을 확인할 수 있었다.

• 경영과학
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• 제21권2호
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• pp.123-143
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• 2004

Internet shoppers interact with Internet shopping mall systems while they shop. To understand why Internet shoppers make purchase, this study view Internet shopping malls as information systems. Although this view point seems reasonable, little previous studies employing this perspective are found in the relevant literature. This study develops a research model where Internet shoppers' transaction intentions are affected by the mediating effects of trust and satisfaction. Trust can mitigate uncertainty of the e-commerce environment for consumers, and satisfaction is widely used to measure the effectiveness of information systems. Therefore, we consider them as key elements in this study. We further employ the construct of website quality to explain why shoppers have different levels of trust and satisfaction. We classify website quality into information quality, system quality. and design quality. We collected 282 survey responses from Internet shoppers who have prior experiences with Internet shopping malls to purchase a product or service. The survey data are used to empirically test the proposed nine research hypotheses using LISREL. The LISREL results indicate that information quality and design quality have significant impact on both satisfaction and trust, while system quality has little relation to trust level. Further, trust is shown to have significant influence on satisfaction. Finally. both trust and satisfaction is strongly related to the future transaction intention.

• 지식경영연구
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• 제13권2호
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• pp.53-72
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• 2012

Recently, an effective building and utilization of information system are essential in franchise firms as well as corporate management. Accordingly, this study is to examine the structural relationships among partnership quality of supplier, trust with a supplier and commitment, and franchise information system performance based on Henderson's(1990) information system partnership model and Lee and Kim's(1999) partnership model. For these purposes, the authors developed several hypotheses. The data were collected from 173 franchisors and analyzed with SPSS 18.0 and AMOS 18.0 The results are as following. First, sharing knowledge, interdependence, and mutual benefit influence supplier trust, but do not influence commitment. Second, supplier trust affect commitment and it prove that supplier trust is a full mediating role between partnership quality and commitment of franchise and information system supplier. Third, both supplier trust and commitment have a positive effect on performance of franchise information system. Therefore, it implies that supplier trust is significant factor in an performance of franchise information system. At the end of this paper, managerial and theoretical implications, limitations and future research directions were suggested.

• 한국경영과학회지
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• 제28권2호
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• pp.17-33
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• 2003

The explosive growth of the internet-based transactions requires not only a secure payment system but also an appropriate trust measuring methodology and secure transaction protocols to guarantee the minimal risk for the transacting entities involved in specific transactions. Especially, in internet auction systems where either buyers or sellers or both can be more than one in one transaction, providing those systems that make sure no one transacting entity takes a major risk becomes critical. In this paper, an improved trust measuring method using a relationship-based internet community for an auction system is proposed. The proposed system incorporates fuzzy set and calculation concepts to help build trust matrices and models, which is used to measure the level of risk involved in a specific auction trade concerned. Also, to optimize the auction trade process in terms of cost and time, the proposed system recommends a differentiated trade protocol according to the risk level involved in each auction trade. To test the appropriateness of the proposed trusted auction system, a prototype system has been developed under a Windows-NT environment.