• Korean Management Science Review
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• v.30 no.3
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• pp.33-54
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• 2013

The purpose of this study is to examine the relationships between Product Quality (Popularity, Playfulness) and Information Quality (Informativeness, Reliability), System Quality (Ease of Use, Security), Trust and Continuance Intention in Smart Phone Application Market. To identify these affecting relationships, the secondary data or past studies were collected and theoretically arranged. I made the theoretical proposed model to explain the relationships between the constructs, identify the operational definitions and 13 Hypotheses were established, there was executed the survey of 250 customers of Smart Phone Application Market. Using the collected data, previous performances to confirm the construct validity and internal consistency by Cronbach's a was executed and Partial Least Square Analysis to confirm the hypotheses in proposed model was conducted using the Smart-PLS Software. As the result of test that make the relations of used variables clear, we can get the conclusion as followings; First, Product Popularity has the positive effect on Informativeness, except reliability of Information. Second, it was significantly tested the effect on the Ease of use and Security by Product Playfulness. Third, Informativeness and Ease of Use, Security of App Store have the significantly positive effects on the Users' Trust directly. From the empirical test, I suggest the strategic advices in App Store Companies. To increase the Users' Continuance Intention or Loyalty, it would be developed that a variety of methods and ways to raise the Product Popularity and Playfulness, Informativeness, Ease of Use and Security of App Store. It is necessary for sticking the Users to raise the positive trust building and Continuance Intention.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.404-414
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• 2017

With the development of smartphones and online social networks, users produce a lot of contents and share them with each other. Therefore, users spend time by viewing or receiving the contents they do not want. In order to solve such problems, schemes for recommending useful contents have been actively studied. In this paper, we propose a contents recommendation scheme using collaborative filtering for users on online social networks. The proposed scheme consider a user trust in order to remove user data that lower the accuracy of recommendation. The user trust is derived by analyzing the user activity of online social network. For evaluating the user trust from various points of view, we collect user activities that have not been used in conventional techniques. It is shown through performance evaluation that the proposed scheme outperforms the existing scheme.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.38B no.5
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• pp.410-415
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• 2013

Recently, as Internet enters WEB 2.0, many social network services through such as Facebook, Twitter and Youtube appeared. In these social network sites, users can easily make friends, join groups and access others personal information. Therefore, a malicious user can easily gather information of others. In order to protect user's personal information from the unauthenticated users, we propose privacy protection mechanism based on key assignment and user's trust level. A master-key is generated for each users and is segmented into a core-key and several sub-key. The master-key stores at the information owner's side and the sub-key will be distributed to requestor according to the relation and trust level. At last, in order to proof the efficiency, the performance of our proposed mechanism is compared with those of existing mechanisms.

• Management & Information Systems Review
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• v.35 no.3
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• pp.23-36
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• 2016

As a new alternative to cash and credit-cards, mobile payment has been attracting world's attention. Although fin-tech, a mobile payment system provider, has been a rising issue, mobile payment systems is not yet widely used domestically. Because trust is the most important element in revitalizing the mobile payment system, we hoped to develop a hierarchical trust model to analyze the multi-dimensional trust factor. In this study, surveys were conducted to identify the components that affect the overall trust of a mobile payment system. It has been concluded that cognitive trust, affective trust, trust in system quality affect the overall trust of the system, and this trust affects the continuance intention of users.

• Proceedings of the Korea Contents Association Conference
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• 2014.06a
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• pp.367-368
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• 2014

• Korea Journal of Hospital Management
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• v.21 no.3
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• pp.1-10
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• 2016

This study is to check up weather a brand of accreditation program for healthcare organizations recognized by the consumers as users of the healthcare organizations has effects for healthcare organizations' brand trust, attitude, and loyalty. This study suggests the hypothesis that a brand value of accreditation program for healthcare organizations gives the positive effect for the brand trust, attitude and loyalty, and that the brand trust and attitude of healthcare organizations which gain a brand of accreditation program for healthcare organizations cause the brand loyalty. To verify the hypothesis, this study made a questionnaire by using a measuring instrument for the brand value, trust, attitude and loyalty which come from the former study. This study carried out an analyzing method such as frequency analysis, reliability analysis, confirmed factor analysis and structural equation model to verify the hypothesis. From hypothesis verification, emotional and social brand values of accreditation program for healthcare organizations gave a positive effect to the brand trust and attitude on healthcare organizations. Its functional value did not give an effect to a brand attitude but gave a positive effect to healthcare organizations' brand loyalty. Emotional and social brand values of accreditation program for healthcare organizations did not give an effect to the brand loyalty. The brand trust and attitude of the healthcare organizations which gained accreditation program for healthcare organizations gave a positive effect to the brand loyalty on healthcare organizations.

• Journal of Korea Society of Digital Industry and Information Management
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• v.16 no.3
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• pp.59-71
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• 2020

The purpose of this study is to analyze the relationship between customer value and trust and the effect of trust on loyalty in the field of mobile entertainment. As smartphone use becomes more popular, the mobile business is growing rapidly. In particular, the mobile entertainment industry, such as mobile games and mobile video, is growing faster. This study was based on the main survey had conducted from 25th September 2019 to 7th October 2019 by 300 users who had experienced mobile entertainment applications in the past. Statistical analysis was performed by using the IBM SPSS v.22.0. The analysis results are as follows. First, the utility and quality of utilitarian value, enjoyment and aesthetics of hedonic value, and status enhancing of social value have significantly positive influence on trust. Second, privacy risk of social value have significantly negative influence on trust. Finally, trust has significantly positive influence on loyalty. Based on the results, we discussed the implications for the successful operation of mobile entertainment.

• East Asian Journal of Business Economics (EAJBE)
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• v.9 no.3
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• pp.45-56
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• 2021

Purpose - The research was conducted to understand how the values of customers using airline SNS affects customer satisfaction and trust. By finding out which characteristics of customer values lead to customer satisfaction and gaining trust, research concludes with suggestions for various airlines to utilize such characteristics to maintain customers through SNS. Research design, data, and methodology - The data were collected from May to July 2020 for two months from the people who used SNS operated by domestic airlines. 342 samples were selected and used as final samples for the study. Result - The results of the relationship between customers' values and customer satisfaction amongst those who use airlines' SNS show that practical, pleasure and social components all have a positive effect on customer satisfaction. The relationship between customers' values and customer trust amongst those who use airlines' SNS show that practical and pleasure components have a positive effect on customer trust while social component didn't yield a positive impact on customer trust. Conclusion - Identifying and understanding SNS users' value structure and providing specific guidelines for customer value components can help demonstrate the causal relationship between customer value components, customer satisfaction, and trust. Also, evidence of applicable customer value theory could be provided.

• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.1-18
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• 2022

Purpose - The purpose of this study is to take fitness APP users as the research object from the perspective of user experience to explore the influence of fitness APP user experience factors on product trust and purchase intention. Design/methodology/approach - The study collected data on 275 customers who had experience buying and using fitness apps. To test the hypothesis, SPSS 27.0 and AMOS 26.0 statistical packages were used based on the collected data. Findings - The results showed that the user experience factors (usefulness, ease to use, enjoyment, interaction) of fitness APP and the relationship between product trust had a positive effect, and product trust had a positive effect on purchase intention. In addition, exercise experience, showed a moderating effect in the relationship between the usefulness, easy to use of user experience and product trust. Research implications or Originality - This study provided research model among user experience factors of fitness APP, product trust and purchase intention. This study can help sports and fitness companies with product optimization and marketing decisions.

• Korea Trade Review
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• v.47 no.1
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• pp.25-42
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• 2022

This study identified consumers' shopping behavior in live streaming commerce. To this end, this study put the uncertainty issue of live shopping and the transfer of trust at the center of the discussion. The verification of the research model resulted in the following conclusions. First, reduced uncertainty in live shopping was a factor in increasing the level of involvement and attachment in the service. These results showed that resolving uncertainty in newly introduced services is a key factor in determining users' positive attitudes. Second, the trust in shopping sites influenced the current live shopping attitude. This is because the transfer of trust is also valid in live shopping, which demonstrated the importance of building trust. Third, this study proposed and validated a research model that could systematically understand the consumption process of live streaming shopping. Furthermore, this study provides a beneficial implication for those who want to use live shopping in practice.