• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.411-419
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• 2012

This study is focusing on factors influencing trust in power blogs, and the effect of trust on users' attitude and purchase intention. The research model is based on the theory of online trust formation process and content quality. The statistical analysis was conducted through the survey of 122 power blog users. Research findings show that scope, accuracy, uniqueness, links, quality of wring, and reputation of power blogs significantly affect trust. Also, trust was found to have a significant influence on the users' attitude and purchasing intention on products/services.

• The Korean Journal of Health Service Management
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• v.5 no.2
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• pp.23-33
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• 2011

The purpose of this study was to investigate the effects of a medical institution's brand equity on the users' trust and brand loyalty and further on price premium with trust and brand loyalty as the parameters. For that purpose, a survey was taken among 448 people that used service at university hospitals, general hospitals, and hospital in Busan. The results show that such brand equity components as the associated image of the brand and perceived quality had significant influences on relationships with trust with the latter having the greatest influences. Brand recognition, associated image of the brand, and perceived quality all had significant impacts on brand loyalty. The associated image of the brand had the biggest impacts, being followed by perceived quality and brand recognition in the order. Trust had positive impacts on brand loyalty according to the survey results about the quality of relationships with consumers, which suggests that medical institutions can increase their users' brand loyalty and intention for re-use by promoting their trust in them. While brand loyalty turned out to have statistical significance on the users' price premium, trust did not.

• Asia pacific journal of information systems
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• v.25 no.3
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• pp.500-518
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• 2015

The present research aims to identify the relationship between trust and distrust in an online business environment. To clarify the concepts, cognitive-affective personality system theory was introduced, through which five types of psychological units were proposed. In developing the research model based on the theory, technical effectiveness of the system and content truthfulness of the website were selected as two key stimuli for the coding process of online users. Trust and distrust were selected as mediating factors that generate consequent behaviors. Finally, purchase intention served as a final dependent variable. Assuming that trust and distrust emerge in psychologically different stages, this study hypothesized the mutual causal relationship between trust and distrust, indicating that the relationship will be determined by their contextual emphasis on each dimension. To validate, a survey was conducted with 307 online shopping mall users. Results show that stimuli were more significantly associated with trust. Trust is therefore a more cognitive construct than distrust, and the path from trust to distrust is stronger than that from distrust to trust. This finding implies that the cognitive aspect of trust is stronger than that of distrust. Distrust is rather more affectively emerging than trust.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.31-44
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• 2020

The purpose of this study is to investigate the relationship among SNS users' interpersonal trust, brand image and purchase intention. A total of 335 questionnaires were collected during 6 days by Embrain online research company. Collected data were analyzed by SPSSWIN and AMOS program and frequency analysis, confirmatory factor analysis, validity test, correlation analysis and structural equation model analysis were performed. The results of verifying the relationship among variables are as follows. First, SNS users' interpersonal trust in influencers had positively influenced by brand image. Second, brand image sold by influencers had positively influenced by purchase intention. Third, SNS users' interpersonal trust in influencers had a significant effect on purchase intention.

• Knowledge Management Research
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• v.10 no.2
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• pp.85-103
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• 2009

Web 2.0, characterized as openness, sharing, and participation, has enabled Internet users to easily generate a variety of contents, and to share them through Web 2.0 services. Knowledge search service (KSS) is positioning itself as one of typical Web 2.0 services. Yet, few studies have sharpened our understanding of users' knowledge sharing behavior in the KSS environment. In order to address this knowledge void, this paper attempts to explore antecedents of their usage behavior in the KSS environment. Typically, they utilize stored knowledge and share their knowledge simultaneously. Considering this characteristic, our study regards service usage intention and knowledge sharing intention as final dependent variables. This study advances a research model based on Bhattacherjee's expectation-confirmation model, which is expanded by incorporating trust belief. Because of the openness of KSS, trust belief is believed to play a critical role in forming users' service usage intention and knowledge sharing intention. Furthermore, this study examines the difference of the antecedents' effects in terms of users' gender. We collected data from 275 respondents who have experience in using KSS. PLS (partial least squares) was employed for the analysis of the data. Analysis results confirm the important role of user satisfaction and trust belief in the formation of users' service usage intention and knowledge sharing intention. More importantly, trust belief has a more salient effect on knowledge service usage intention than user satisfaction. This study also shows the moderating role of users' gender. Finally, this paper provides managerial guidance on strategic planning aimed at improving users' service usage intention and knowledge sharing intention in the KSS environment.

• The Journal of Information Systems
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• v.23 no.4
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• pp.119-145
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• 2014

Under the premise that information privacy concerns can atrophy e-commerce by causing particular behaviors of Internet users, this study focused on exploring the causes of information privacy concerns, the related information privacy protective responses of Internet users, and measures for alleviating the information privacy concerns. This study is based on the 'principal-agent theory,' and established the following as factors that cause information privacy concerns of Internet users: perceived information non-transparency; perceived action uncertainty. Also, the information privacy concerns caused by the factors were established as the cause of information privacy protective responses of Internet users. Also, the concept of 'signaling' and 'incentive,' which were presented to solve the adverse selection and moral hazard issue in the host-agent theory, was introduced to establish the following as factors that alleviate information privacy concerns: trust; informativeness. Those factors were included in the research model to conduct an empirical analysis. The analysis has revealed that both the perceived information non-transparency (p<0.01) and perceived action uncertainty (p<0.01) as to websites had a significant impact on information privacy concerns. Also, information privacy concerns of Internet users (p<0.01) had a significant impact on their information privacy protective responses who strive to protect their personal information. In addition, when trust and informativeness, which were established as factors that can alleviate information privacy concerns, were empirically analyzed, trust and informativeness had the effect of alleviating information privacy concerns. Based on the findings, the following was confirmed: Boosting the trust of Internet users in websites and offering useful information related to personal data can play a key role in alleviating the information privacy concerns of Internet users.

• Asia-Pacific Journal of Business
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• v.14 no.2
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• pp.17-31
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• 2023

Purpose - The purpose of this study is to verify the effects of attributes of personal media content and influencers on the cognitive and emotional trust of platform users. In addition, the structural relationships among cognitive trust, emotional trust, viewing commitment, and purchase intention were examined. Design/methodology/approach - For the empirical analysis of the study, a survey was conducted on 192 consumers who have recently experienced using personal media content. The Confirmatory Factor Analysis (CFA) and the Structure Equation Model (SEM) were hired in order to analyze the survey data. Findings - Findings of this study are 1) informativeness and expertise had a significant effect on cognitive and emotional trust. However, entertainment had no significant effect on both cognitive and emotional trust; 2) interactivity had a significant effect on emotional trust, but not on cognitive trust; 3) cognitive and emotional trust had a positive effect on the viewing commitment of the content; 4)content users' viewing commitment had a positive effect on their intention to purchase recommended products. Research implications or Originality - The theoretical and practical implications were discussed through the above empirical research results, and the limitations of the study and the direction of follow-up studies were presented.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.23 no.2
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• pp.157-168
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• 2013

The social network service is the bidirectional media that all of the users are be able to directly produce, process, and distribute the information without distinction of the producer and consumer. Over increasing the users rapidly, the users are be able to obtain and share the various information, but the problems occur due to the spread of unreliable information on the service. Moreover, it is spreading the problems violating the privacy and decreasing the reliability of the users by exploiting the open environment. Therefore, sensitive information can be delivered only to users which information producer can trust, and the users should get the information from the trustworthy users. Due to this necessity, it needs the efficient method can evaluates the reliability of the users. In this paper, we define the reliability in the service, make the trust parameter by using the function of the service, and propose the dynamic user reliability evaluation scheme evaluating the reliability of users. We draw the trust range on the reliability of users by analyzing the proposed reliability evaluation scheme.

• The Journal of Economics, Marketing and Management
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• v.5 no.3
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• pp.21-29
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• 2017

This study was conducted to examine the effects of interactivity, entertainment and ease of use, which are positive characteristics of SNS, on SNS using satisfaction and using reluctant intention and the roles of perceived values and trust among users in the relationships among these variables, in order to find a clue to contribution to positive use and development of SNS. For this study, a survey was performed targeting normal people in Seoul and the metropolitan area and a total of 224 effective questionnaires were acquired. Then frequency analysis, descriptive statistic analysis, correlation analysis and structural equation path analysis were carried out. As a result of analysis, interactivity and ease of use increased SNS using satisfaction and decreased using reluctant intention via trust and users' perceived values respectively. The result of analyzing the modification model showed that interactivity and entertainment directly increased SNS using satisfaction. These findings imply that SNS providers fully need to reflect the needs of consumers for interactivity, entertainment and ease of use for improving consumers' perceived values and trust. It is also concluded that consumers can enjoy positive SNS activities by increasing trust with SNS users through a positive understanding of interactivity and participation.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.32 no.2
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• pp.124-134
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• 2024

This study is based on the Expectation Confirmation Theory (ECT) and categorizes trust types in non-face-to-face boarding services into three dimensions: structural assurance, platform, and service provider. It analyzes the impact of these trust types on users' perceived usefulness, satisfaction, and continuous usage intentions. Using a structural equation model, the study found that the three dimensions of trust positively influence users' satisfaction and perception of usefulness, thereby promoting intentions for continuous use. However, perceived risk weakens the positive relationship between trust and continuous usage intentions. By exploring the moderating role of perceived risk in non-face-to-face boarding services, this study analyzes its impact on user behavior patterns, contributing to the optimization of service design and enhancement of user trust. This study promotes widespread acceptance and continuous use of the service, and is crucial for developing effective non-contact service strategies that meet the needs and expectations of Chinese travelers in the post-pandemic travel environment. The findings provide a new perspective and empirical evidence for understanding user attitudes and behaviors towards non-face-to-face services, holding significant theoretical and practical implications.