• Journal of Consumption Culture
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• v.15 no.4
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• pp.101-121
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• 2012

In this study we postulated that the trust plays an essential mediating role in the relationship between the corporate social responsibility activities and corporate evaluation and product evaluation. In addition, we examined the perception difference to the Korean-Chinese consumers in these relations. A model integrating four types of CSR activities(economic, legal, ethical, and philanthropic), three dimensions of trust(integrity trust, expertise trust, social benevolence trust), and the corporate evaluation, product evaluation was tested using data of 400 consumers. The results of the data analysis showed that the economic responsibility and ethical responsibility had a significant influence on the integrity trust, expertise trust and benevolence trust in the case of the Korean consumers. But, in the Chinese consumers, the economic responsibility positively influenced on the expertise trust and benevolence trust. The legal esponsibility had a significant impact on the integrity trust and benevolence trust in the case of both Korean consumers and Chinese consumers. Also, ethical responsibility positively influenced on the integrity trust and benevolence trust in the case of Chinese consumers. Finally, philanthropic responsibility had not significant influence on the expertise trust in case of both Korean consumers and Chinese consumers. The results of this study will help corporations to understand the relative importance among the four responsibilities and to make decisions in allocating their resources.

• Journal of the Korea Convergence Society
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• v.11 no.11
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• pp.309-319
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• 2020

In this study, we looked at the relationship among the anxiety, social support and trust experienced by the general public during the pandemic situation (COVID-19), and confirmed the effect of trust to the relationship between social support and anxiety. First, the correlations analysis that was performed to identify the relationship among the variables showed negative correlation between social support and anxiety. While it was also found that social support showed positive correlations with social trust, no significant correlations were shown with regards to government trust. Furthermore, government trust and social trust showed negative correlations with anxiety. Second, the regression analysis was conducted to verify the hypothesis that social support would affect anxiety through social trust. It showed that social trust partly mediated in the relationship between social support and anxiety. Based on the results above, the discussions and suggestions were presented throughout the study.

• The Journal of the Korea Contents Association
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• v.8 no.11
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• pp.286-295
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• 2008

The purpose of this paper is to demonstrate the relationships between brand satisfaction and store loyalty by examining the role of brand trust, store satisfaction and store trust in determining store loyalty in retail service firms. The results of the study are as follows: First, in case of relation exchange consumers, which are characterized by cooperative actions and mutual adjustment of both buyer and seller, brand satisfaction has a positive influence on brand trust, brand trust has a positive influence on store trust, and then store trust a strong positive influence on store loyalty. That is, store loyalty can be build up by combined benefits both brand trust and store trust in relation exchange consumers. Second, in another case of transaction exchange consumer, which are discrete buyer-seller exchange of commodity or performance with minimal personal relationships and no anticipation or obligation of future exchange, brand satisfaction has a positive influence on store satisfaction, and then store satisfaction has a direct influence on store loyalty. So, retailers have to developing strong brands which could help ensure both satisfaction and loyalty.

• Journal of Korean Society for Geospatial Information Science
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• v.16 no.1
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• pp.75-81
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• 2008

This study purpose is an industrial complex environmental improvement and trust management organization of waste water insurance for transparency of the GIS Application a waste water trust management system about extermination plan. A industrial waste water management system is a waste water management and trust management an input device and the trust a note of confirmation for printer trust management system, of manager by time, by work, a waste water by classify, by organization the trust volume will be the statistics analyze system and trust organization of waste water spacial information and a waste water trust volume and of a waste water volume a distribution chart furnish the citizens information WebGIS system. The has be Extermination a waste water trust management system is a waste water a point of start let's solve this project is grasp. And by computerization work the a time and an economy loss reduce. Be on controling trust and a waste water is distribution controling and citizens about environmentalism will be inspiration by WebGIS.

• Journal of Physiology & Pathology in Korean Medicine
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• v.29 no.1
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• pp.90-100
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• 2015

There are a lot of effort to improve medical service quality and medical trust in Korean Medicine. However, in spite of importance of personalized medicine, there are still few research about it. Thus, the purpose of this study is to grope ways to improve medical service quality and medical trust by sympathy module group and personalized trust. People over 19 were participated in investigation. We divided respondents into 4 groups depending on sympathy module group and 2 groups depending on speed of trust. Questionnaire was consisted of questions about sympathy module group, speed of trust, medical service quality, medical trust, satisfaction and happiness. This questionnaires were conducted through personal interviews. Total 220 members responded to the survey and the results of the analysis were as follows. Rational type had the highest proportion. At Medical service quality scale, Prevention focus group had most highest figure on Confidence. Promotion focus group and Rational Group had most highest figure on Sympathy. At Medical trust scale, Medical team had the highest proportion at all group. Prevention focus group put more emphasis on sense of sanitation, At Satisfaction and Happiness scale, Satisfaction and Happiness was most affected by Trust in Sincerity and Ability. This study can be very useful for composing kit of treatment of personalized medicine. But this study has also some limits such as respondent selection, disease selection etc. So, more detailed and comprehensive survey is needed.

• The Journal of Industrial Distribution & Business
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• v.11 no.12
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• pp.29-38
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• 2020

Purpose: The purpose of this study is to empirically analyze the effect of chatbot service quality, chatbot trust, and chatbot satisfaction on chatbot reuse intention and store reuse intention. Research design, data, and methodology: We reviewed the literature on domestic and international chatbots, established hypotheses, and analyzed them. We empirically analyzed the process model in which chatbot service quality (interaction quality, information quality) has a positive effect on chatbot trust and chatbot satisfaction, and that chatbot trust and satisfaction positively affect chatbot reuse intention and store reuse intention. A survey was conducted on 212 people who had used shopping mall chatbots and financial service chatbots after demonstrating the shopping mall chatbot video. Structural equation modeling was conducted by using AMOS 24.0 to test the proposed relationships. Results: As a result of the empirical analysis, the effects of interaction quality on chatbot trust and information quality on chatbot satisfaction were not supported, but the rest of the hypotheses were statistically significant. It was found that the information quality of chatbot service had a positive effect on chatbot trust, but did not significantly affect chatbot satisfaction. In addition, the interaction quality of the chatbot positively affects the satisfaction of the chatbot, but it does not significantly affect the trust of the chatbot. Chatbot trust was found to have a positive effect on chatbot satisfaction. Chatbot trust and chatbot satisfaction were found to have a positive influence on the intention to reuse the chatbot. And, chatbot trust and chatbot satisfaction were found to have a positive influence on store reuse intention. Conclusions: The findings of this study offer significant theoretical and managerial contributions in the context of chatbot. Chatbots should enhance customer contact quality management from the perspective of total customer experience management rather than partial function. When providing a chatbot service, it is more desirable to give priority to providing accurate information to increase trust, and at the same time to improve customer satisfaction by increasing the quality of interaction. And in order to increase the competitive advantage of companies, the purpose of introducing chatbots should be clarified and approached strategically.

• The Journal of Information Systems
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• v.31 no.4
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• pp.75-100
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• 2022

Purpose Recently, hyper-realistic virtual influencers have received much attention in the field of corporate marketing. However, there is a lack of research that suggests specific processes affecting behavioral intentions through trust and attachment between virtual influencers and consumers. In addition, previous studies have failed to consider the characteristics of hyper-realistic virtual influencers. Therefore, this study investigates the effects of trust and attachment to hyper-realistic virtual influencers on consumers' behavioral intentions based on the trust-building model. Design/methodology/approach Based on the previous research, seven antecedent factors for trust-building were derived: Reality, Attractiveness, Awareness, Interactivity, Professionalism, Social Presence, and Predictability. Next, the survey was conducted on Chinese people who had experienced interacting with hyper-realistic virtual influencers on social network services within the last 3 months at the time of data collection. A total of 326 respondents were used for the final analysis and hypotheses were tested using a structural equation model technique. Findings The results of this study are as follows. First, this study confirmed that reality, attractiveness, awareness, social presence, and predictability as antecedent factors for trust-building of hyper-realistic virtual influencers have a positive effect on trust. Second, this study confirmed that trust in hyper-realistic virtual influencers has a significant positive effect on attachment. Lastly, this study confirmed that trust and attachment to the hyper-realistic virtual influencer significantly and positively affect relationship retention and purchase intentions.

• Convergence Security Journal
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• v.22 no.3
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• pp.3-11
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• 2022

With increasingly sophisticated cyber threats, accelerating cloud adoption, and the adoption of remote and hybrid work environments due to the COVID-19 pandemic, the traditional security model, in which many businesses implicitly trust everything within their boundaries, is changing without boundaries, allowing data and users The concept of zero trust is getting more and more attention as the fact that it is not suitable for today's increasingly decentralized environment has been highlighted. Zero Trust is a cyber security model on the premise that 'no one trusts'. In principle, there is no safe area or user in the entire system, and internal users are also verified. is a way As telecommuting becomes commonplace due to the COVID-19 pandemic, and existing cyber security measures are facing limitations, Zero Trust technology is drawing more attention. Accordingly, it is expected that the Korean government will also check the status of acceptability of the domestic public and private sectors and tasks that need improvement when introducing Zero Trust with reference to the NIST standard. In this paper, the basic principles, philosophy, and considerations of Zero Trust and Zero Trust are explained, and practical basic measures to strengthen security by combining Zero Trust technology are presented.

• 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 Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.16 no.6
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• pp.420-433
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• 2023

With the development of ICT technologies, various systems and services based on data have been introduced. Also, raising the importance of technologies that provide trust to a data, infrastructure, and services. for ICT services. However, in the existing ICT service environment, there is no way to objectively judge and manage the trust of various components (content, infrastructure, process, service provider, etc) that constitute a specific service, and there is a limitation that we can only rely on the service provider's own quality standards. This paper provides requirements, functional archtecture, and procedures for providing reliable ICT services from the perspective of ITU-T international standards. Trust-enabled service provisioning adds additional functions for providing trust to existing ICT service entities (service resources, stakeholders, and users), collecting, analyzing, and providing trust related information. Therefore, a users can consider the trust of various service components based on analyzed trust information based on their trust requirements.