• Journal of the Korea Society of Computer and Information
• /
• v.19 no.10
• /
• pp.175-184
• /
• 2014

The purpose of this study is to examine the factors influencing purchase intention of Location-Based Services (LBS) using privacy-trust-behavioral intention model. This model tests various theoretical research hypotheses relating to LBS, privacy-trust-behavioral intention model, and Concern for Information Privacy(CFIP). The target population of this study was LBS users. Data for this study were collected from January 21 to March 20, 2014. The data were gathered from 231 questionnaire respondents with experience using LBS. Among these reponses, 21 were excluded because of missing or inappropriate data. After removing the unsuitable questionnaires, a total of 210 surveys were considered for analysis. The results of hypothesis testing are as follows. First, location awareness positively influence privacy concerns. Second, privacy concerns negatively influence trust. Finally, trust positively influence purchase intention. The results of this study will provide various implication to improve purchase intention of LBS.

• Management & Information Systems Review
• /
• v.33 no.1
• /
• pp.65-81
• /
• 2014

Although the study of IT services has increased in recent years, few study have focused on trust based recovery process. Additionally, users of IT services have different use purpose depending on service type. Therefore, the purposes of this research is to propose trust recovery model of smartphone applications and to examine the moderating effect of service type on the use of smartphone applications. To achieve research purposes, we suggested service failure type using the scenario technique and empirically verified by conducting survey. The results showed that the procedural justice and interpersonal justice have influence on trust and trust had an effect on the all quality factors (system, information, service quality). Also, information quality and service quality had an effect on the customer loyalty. Finally, service type had significant moderating effects on the relationship between perceived justice and quality.

• Journal of Convergence for Information Technology
• /
• v.9 no.11
• /
• pp.141-148
• /
• 2019

The purpose of this study is to investigate the relationship between golf leader trust, exercise flow and psychological happiness for golf practice users. This study surveyed 256 golfers. The data were used to examine the causal relationship between variables using SPSS 18.0 and AMOS 18.0. Main findings were as follows: First trust of Instructors had a positive effect on exercise flow. Second, exercise flow had a positive effect on psychological happiness. Third, trust of Instructors had a positive effect on psychological happiness. Fourth, exercise flow mediated the relationship between golf participant trust of Instructors and psychological happiness. If golf participants have higher confidence in their leaders and more commitment to exercise, the quality of life will be higher.

• Fashion & Textile Research Journal
• /
• v.24 no.6
• /
• pp.731-743
• /
• 2022

This study examined the effects of platforms' attributes(economy, convenience, ease of use, and security) on perceived usefulness, perceived enjoyment, trust, and the continuance intention to use. Data were collected through a survey conducted with 327 users of second-hand luxury goods trading platforms in their twenties and thirties; 300 were used for statistical analysis using SPSS26.0 for exploratory factor analysis and correlation analysis, and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. For the attributes of second-hand luxury goods trading platforms, four factors were extracted: economy, convenience, ease of use and security. The results showed that only the security of second-hand luxury goods platforms had a positive effect on the perceived usefulness of the platform, but other attributes did not influence perceived usefulness. In contrast, all attributes of the platform showed positive effects on perceived enjoyment. Perceived enjoyment had a strong effect on trust; however, perceived usefulness did not affect trust. The continuance intention to use the platforms was most influenced by perceived usefulness, trust, and perceived enjoyment, in that order. The current findings can help marketers of second-hand luxury goods platforms optimize the platforms' attributes based on the marketing objectives and develop strategies to build perceived usefulness and enjoyment first, and in turn, trust and intention to use.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.18 no.9
• /
• pp.2665-2691
• /
• 2024

The philosophy of Zero Trust in cybersecurity lies in the notion that nothing assumes to be trustworthy by default. This drives defense organizations to modernize their cybersecurity architecture through integrating with the zero-trust principles. The enhanced architecture is expected to shift protection strategy from static and perimeter-centric protection to dynamic and proactive measures depending on the logical contexts of users, assets, and infrastructure. Given the domain context of defense environment, we aim three challenge problems to tackle and identify four technical approaches by the security capabilities defined in the Zero Trust Architecture. First approach, dynamic access control manages visibility and accessibility to resources or services with Multi Factor Authentication and Software Defined Perimeter. Logical network separation approach divides networks on a functional basis by using Software Defined Network and Micro-segmentation. Data-driven analysis approach enables machine-aided judgement by utilizing Artificial Intelligence, User and Entity Behavior Analytics. Lastly, Security Awareness approach observes fluid security context of all resources through Continuous Monitoring and Visualization. Based on these approaches, a comprehensive study of modern technologies is presented to materialize the concept that each approach intends to achieve. We expect this study to provide a guidance for defense organizations to take a step on the implementation of their own zero-trust architecture.

• Journal of Global Scholars of Marketing Science
• /
• v.17 no.1
• /
• pp.101-122
• /
• 2007

Recently, as internet shopping mall users rapidly, a form of shopping changed from off line to on line. The rapid growth of customers and transaction volume through evolution of new media, internet, brings new problems to internet marketers. It is the most important task that how internet shopping mall operators obtain their customers trust and repeat buying. This empirical research investigates online shoppers for their trust dimensions for online retailers. The study aimed to determine whether e-trust antecedents(perceived reputation, perceived quality, perceived value) influence trust dimension and whether the multidimensional trust contributed differently to perceived risk and willingness to depend on e-retailers. Consequences of the research are as follows: First, it reveals that of reputation, web site quality of the internet shopping mall have influence upon trust dimension. Second, the higher level of trust consumers have, the higher level of willingness to depend and intent to revisit on the retailers they have. But level of perceive risk consumers have not influences on willingness to depend on the retailers. It is necessary for internet shopping mall to development its reputation and familiarity to obtain customer's trust. Accordingly, this research will be helping internet shopping mall insight for marketing strategies, constantly should study about action and mind of consumer.

• The KIPS Transactions:PartC
• /
• v.17C no.1
• /
• pp.15-26
• /
• 2010

Social Networks such as 'Facebook' and 'Myspace' are regarded as useful tools for people to share interests and maintain or expand relationships with other people. However, they pose the risk that personal information can be exposed to other people without explicit permission from the information owner. Therefore, we need a solution for this problem. Although existing social network sites allow users to specify the exposing range or users who can access their personal information, this cannot be a practical solution because the information can still be revealed to third parties through the permitted users albeit unintentionally. Usually, people allow the access of unknown person to personal data in online social networks and this implies the possibility of information leakage. We could use an access control method based on trust value, but this has the limitation that it cannot reflect the quantitative risk of information leakage. As a solution to this problem, this paper proposes an access control method based on a synthesized metric from trust and risk factors. Our various experiments show that the risk of information leakage can play an important role in the access control of online social networks.

• Journal of Service Research and Studies
• /
• v.13 no.3
• /
• pp.82-104
• /
• 2023

This study analyzes the effect of users' experiences using AI chatbot services on relationship quality and behavioral intention. For the study, a survey was conducted on users who experienced AI chatbot services, and the research hypothesis was verified by analyzing the final 299 copies of valid data. As a result of the analysis, it was confirmed that satisfaction and trust, which are the relationship quality dimensions of AI chatbot service, were formed in users through the cognitive experience, emotional experience, and relational experience. In addition, it was confirmed that satisfaction and trust have a positive effect on the intention to continue using and recommending AI chatbot services, which correspond to the level of consumers' behavioral intentions, respectively. In addition, in terms of relationship quality, it was significant in all paths of the road of behavior, but in satisfaction, the path coefficient of the road of continuous use of AI chatbot and recommended road was significantly higher than the path coefficient in trust. This study provided a theoretical foundation that the relationship with relationship quality that affects behavioral intention also affects AI chatbot services in the online environment, and it is significant in that it suggests that relationship quality is an important mediating factor in establishing long-term relationships with consumers.

• Journal of Korean Society for Quality Management
• /
• v.42 no.3
• /
• pp.387-406
• /
• 2014

Purpose: The widespread use of social network services (SNS) has caused users concern about the disclosure of their privacy or personal information. The purpose of this study is to analyze the factors of privacy concern and self presentation that affect the user resistance in the use of social network service. Methods: This study verifies the factors that affecting the user resistance in SNS. The research model suggested in this study is tested via a survey of 260 SNS users. SPSS and Smart PLS had been used to test the suggested hypotheses. Results: This study shows that privacy experience, privacy awareness, self esteem, and social desirability significantly influence perceived risk and that privacy awareness, self esteem, self efficacy, and perceived risk significantly influence perceived trust. It also verifies that perceived risk and perceived trust positively affect user resistance. Conclusion: This paper suggests that high awareness on privacy of SNS user encourages the SNS companies to consider the privacy protection mechanism for eliminating various factors that affecting the risk. This study also shows that the privacy calculus model applies to understanding the mechanism on resistance of SNS user.

• Journal of the Korean Society for Aviation and Aeronautics
• /
• v.25 no.3
• /
• pp.18-34
• /
• 2017

The recent air transportation market is rapidly changing in air and airport infrastructure such as efficiency of airports and airplanes, speeding up and enlargement, deregulation of airline industry, low cost airlines and regional airports. The purpose of this study is to conduct a direct questionnaire survey for airport users who have experienced in and out of airport IT service at Incheon International Airport, so that the airport self - service technology and airport support technology can be used for the trust. At this point, I would like to develop a tool to understand the airport user's perception of airport IT and to test the theoretical model that investigates the relationship between various types of airport IT, airport users' trust, enjoyment and intention to use IT. In conclusion, this study aims to establish directions and suggestions for how to develop IT services among airport service provision factors.