• KIPS Transactions on Software and Data Engineering
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• v.6 no.5
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• pp.257-266
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• 2017

Two remarkable problems of recent online social network are information overflow and information overload. Since the mid-1990s, many researches to overcome these issues have been conducted with information recommender systems and context awareness based personalization techniques, the importance of trust or relationship between users to discover influential information has been increasing as recent online social networks become huge. But almost researches have not regarded trust or relationship in real world while reflecting them in online world. In this paper, we present a novel method how to discover influential and spreadable information that is highly personalized to a user. This valuable information is extracted from an information set that consists of lots of information user missed in the past, and we assumes important information is likely to exist in this set.

• The KIPS Transactions:PartD
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• v.17D no.6
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• pp.471-480
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• 2010

The purpose of this study is to explore determinants which affect the significant increase in the user acceptance of smart phone. This study also analyzes the effect of each variable on the actual acceptance by empirical methods. In this study, first, the system quality and the service quality are defined as independent variables based on developed IS success model of DeLone & McLean(2003). Second, we proposed the research model by providing trust and perceptual immersion as intermediate variables, and user satisfaction and actual use as dependent variables by the proceeding research for accepting information technology and new service. Third, the statistical analysis is conducted by surveying to 200 smart phone users for verifying a validity of research models and hypotheses. As a result, almost hypotheses are accepted in confidence interval except for the hypothesis between security and trust variable.

• Journal of the Korean Society for information Management
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• v.38 no.3
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• pp.101-140
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• 2021

As the payment service sector actively embraces artificial intelligence technology, "Voice Payments" is becoming a trend in contactless payment services. Voice payment services can execute payments faster and more intuitively through "voice," the most natural means of communication for humans. In this study, we selected richness, intimacy, and autonomy as factors for building trust with artificial intelligence agents. We wanted to determine whether the trust will be formed if the factors were applied to the voice payment services. The experiment results showed that the higher the richness and autonomy of the voice payment interface and the lower the intimacy, the higher the trust. In addition, the two-way interaction effects of richness and autonomy were significant. We analyzed and synthesized the collected short-answer system to identify users' anxiety when using voice payment services and proposed speech interface design ideas to increase their trust in the voice payment.

• Asia-Pacific Journal of Business
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• v.12 no.1
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• pp.41-56
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• 2021

Purpose - This empirical study examined the influence of post-communist countries sociol-political factor of freedom of expression preconditioning, and trust in agency, mediating performance expectancy of social media users representing the citizens' behavioural intention to utilize social media in a post-communist country, the case of Mongolia. Design/methodology/approach - This research collected 403 valid survey data from citizens those who use social media in Mongolia. The study used Partial Least Squire (PLS) analysis with the research conceptual model founded on the UTAUT model. Findings - The study shown that citizens in post-communist, they strongly willing freedom of expression, which driving as a positive precondition factor, and this has an indirect positive influence, and trust in agency mediates to enhance performance expectancy. Social influence, and effort expectancy factors have direct positive influence on the intention to use of social media systems in the public sector domain of Mongolia. Research implications or Originality - This research proposed a new model to test citizens' intention to use social media as a communication tool to engage with public organizations in the pre-adoption stage of post-communist countries. Theoretically, this research builds up to the unique theoretical contribution with social media by examining a new social media-based third-party intercommunication medium, incorporating intent to utilize for citizens with government in post-communist countries. Practically, this article lays out the directions to aid social media usage for government sector with concerning citizens intentions in the post-communist situation.

• Journal of Information Technology Services
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• v.23 no.3
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• pp.1-16
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• 2024

As the COVID-19 pandemic confirmed the culture of non-face-to-face consumption. In retail commerce, the 'live commerce' market, where sales are made by communicating with customers in the form of live streaming broadcasts, has grown rapidly. Although previous studies have consistently confirmed the phenomenon of "influencers" in society and culture, there is a lack of research on the "sales expertise" of live commerce broadcasters such as Wang Hong in China. In China, "Wang Hong" is short for "Wang Luo Hong Ren", a combination of "Wang Luo", which means the Internet, and "Hong Ren", which means star, and refers to a person who is popular through social platforms and is gaining popularity from many fans. Therefore, this study focuses on Wang Hong's developing "selling expertise" and examines it from the perspective of a shopping curator. In particular, we applied Harold Jarche(2011)'s "Seek-Sense-Share" model to influencers to verify their influence on trust and purchase intention in live commerce. Furthermore, we analyzed the differences between Korea and China.A survey was conducted among live commerce users in Korea and China, and a total of 228 questionnaires were used in the final analysis. Basic statistical analysis was conducted using SPSS and hypotheses were tested using PLS 3.0. The results of the hypothesis testing showed that influencers' curatorial competence "Seek-Sense-Share" had a significant effect on trust, and trust had a positive effect on purchase intention. In addition, there is a significant difference between Korean and Chinese consumers in this relationship.

• Korean Journal of Organic Agriculture
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• v.28 no.3
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• pp.315-334
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• 2020

This study was conducted to analyze factors affecting acceptance of smart farm technology. Smart farm technology is rapidly being introduced to agriculture in accordance with the progress of the 4th Industrial Revolution, but research on this is still little. Therefore, in this study, based on the unified theory of acceptance and use of technology (UTAUT), a research model reflecting the characteristics of smart farm technology was constructed. To test this, empirical analysis was performed. A survey was conducted for students in smart farm technology education and adult male and female farmers who are currently planning to operate smart farms. Valid 204 sample were used for analysis. The hypothesis test was based on multiple regression analysis using SPSS 24 statistical package. For the mediating effect and moderating effect, Process Macro 3.4 based on the regression equation was used. The results of testing the hypothesis are as follows. First, in the causal hypothesis test, it was shown that performance expectancy, social influence and price value have a significant positive effect on the intention to use smart farm technology. On the other hand, effort expectancy, facilitating conditions were not tested for a significant influence on the use of smart farm technology. As a result of analyzing the mediating effect of trust, it was found that trust plays a mediating role between performance expectancy, effort expectancy, social influence, facilitating conditions, price value and intention to use smart farm technology. In particular, the effort expectancy has not been tested for a direct significant effect on intention to use smart farm technology, but it has been shown to have an impact through trust. Trust was found to be a full mediating between the effort expectancy and the intention to use the smart farm technology. The current IT level of prospective users has been shown to play a moderating role between performance expectancy, facilitating conditions and intention to use smart farm technology. In particular, the IT level was found to strengthen the relationship between performance expectancy and intention to use smart farm technology. Based on the results of these studies, academic and practical implications were suggested.

• The Journal of Society for e-Business Studies
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• v.14 no.4
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• pp.95-118
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• 2009

Virtual community, which is formed on the internet, is expected to serve the needs of members for communication, information, and knowledge sharing. The executives of organizations should consider operating strategy of virtual community as a new innovation or knowledge pool since members share knowledge. However, many virtual community have failed due to members' low willingness to engage and furthermore to share knowledge with other members. Thus, there is a need to understand and foster the determinants of members' loyalty in virtual community. The objective of this study is to develop an integrated model designed to investigate and explain the relationships between contextual factors, personal perceptions of virtual community, usefulness, ease of use, familiarity, members' trust, reputation, community trust, attitude, satisfaction and loyalty. Empirical data was collected from 286 internet users and tested using structural equation modeling to verify the fit of the hypothetical model. The results show that the usefulness, familiarity significantly influences attitude and members' trust is significantly influence the community trust. And I confirmed that ease of use and attitude play the role of determinants in making the satisfaction, community trust and reputation influence the satisfaction that have the direct effect to making the loyalty. The results of the study can be used to identify the loyalty in virtual community. By investigating the impacts of contextual factors and personal perceptions on virtual community, the integrated model better explains behavior than other proposed models. This study might help executives of virtual communities and organizations to manage and promote community trust, attitude, satisfaction to stimulate members' willingness to revisit the community and futhermore enhance their virtual community loyalty.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.13-27
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• 2020

This study aims to analyze the effect on the adherence intention of enterprise image, trust, and relationship maintenance by the relation marketing in companies, especially in design companies, to examine the relationship establishment in the operation and communication between customers (users) on using the company's service and the member working for the company, and to suggest its substantiation of the mutual satisfaction effect. The research method was, first, analyzed based on the data collected after examining the published domestic and foreign papers, academic journals, publications, books, and internet in order to conduct the theoretic consideration. Also, for objective validity and empirical proof, the empirical analysis was conducted on the survey conducted and collected over two months for the employees of design companies living in Seoul and Gyeonggi-do, and the results are as follows. First, the result of verifying the relationship between relationship marketing and trust showed that the company's expertise does not significantly affect its trust while the company's communication and reputation affect significantly on trust. Second, the relationship between relationship marketing and sustainability has been verified that all variables, such as expertise, communication and reputation does not significantly effect the relationship maintenance. Third, the company's trust has significant effect on relationship maintenance. In addition, the implication and limitation of the study related to this were suggested in the conclusion.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.3
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• pp.81-95
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• 2023

In this study, the effect of platform selection attributes on customer satisfaction by mediating supplier trust for agrifood platform users was analyzed. The sub-variables of the selection attribute were classified into diversity, convenience, information, commerciality, and interactivity. The collected 190 questionnaires, SPSS v24.0 and Process macro 4.0 were used for empirical analysis. As a result of the analysis, first, it was found that information, commerciality, and interactivity affect supplier trust in a positive direction, and diversity and convenience do not affect supplier trust. Second, it was confirmed that supplier trust had a significant positive effect on customer satisfaction. Third, convenience, information, commerciality, and interactivity were found to affect customer satisfaction in a positive direction, and diversity did not affect customer satisfaction. It was tested to mediate between informational, commercial, interactivity and customer satisfaction. These results suggest that the platform's informativeness, commerciality, and interactivity can increase customer satisfaction by increasing supplier trust. As a follow-up study, it is recommended that the analysis of moderated mediating effects by the conditional process model including moderating variables or research to discover third mediator(s) other than the supplier trust used in the study is needed.

• Journal of Digital Convergence
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• v.18 no.7
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• pp.123-133
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• 2020

The aim of this study is to scrutinize acceptance intentions of Korean users and influences of information security related factors on mobile payment services based on biometric authentication methods, like finger print authentication or face recognition authentication, by focusing on ApplePay. Unlike previous studies on user acceptance of mobile payment which lack considerations on information security related factors, this study employs the UTAUT with detailed information security factors to create a research model and PLS(Partial Least Squares) method to analyze the model. Based on the analysis, gaining trust on service through company's efforts on information protection, personal characteristics and trust on applied security technologies are important factors to Korean users along with social awareness and service infrastructures. The result of this study would be helpful to companies or organizations, which provide biometric-based mobile payment services, to understand needs of Korean consumers. Based on this study, further analysis is expected to find impacts of user experiences on same company's or competitors' products to acceptance intentions.