• 한국정보시스템학회지:정보시스템연구
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• 제32권3호
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• pp.63-83
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• 2023

Purpose With the continuous growth of the OTT services market, trust issues are becoming increasingly important, but research on this topic is still in its infancy. The purpose of this study is to identify the structural relationship between information system quality and reuse intention of OTT services and to analyze the impact of trust and user satisfaction. Design/methodology/approach This study proposed a research model based on the information system success model. In this study, a survey was conducted among 236 Korean users who have used OTT services within the last six months. Findings The results of the analysis showed that text quality and visual quality had a significant impact on trust in OTT services, with text quality having the largest impact. System quality and text quality also had a significant impact on trust in OTT service providers. However, visual quality did not have a statistically significant effect on trust in the service provider. Trust in the OTT service and the service provider was analyzed to have a significant impact on user satisfaction. However, it did not have a statistically significant impact on reuse intention. These findings have important implications for improving trust in OTT services to increase users' reuse intentions. It is also expected to contribute to further expanding the field of OTT service research.

• 경영과학
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• 제29권2호
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• pp.1-20
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• 2012

While feeling anxious about the risk of exposure of personal information and privacy, users of microblogs and social network services are continuously using them. This study aims to develop a model to investigate this phenomenon. Specifically, this study explores the relationship between personal characteristics (represented by privacy concern and self-presentation) and an individual's self-disclosure. An individual's personal belief (represented by perceived risk and perceived trust) is also tested as an mediator between the relationship. Through a questionnaire survey to 183 twitter users in Korea, the results indicate that self-presentation has a direct influence on self-disclosure as well as an indirect influence through perceived trust. In contrast, privacy concern has not a direct but an indirect negative influence on self-disclosure through perceived risk. In conclusion, self-presentation has a stronger influence on self-disclosure then privacy concern to Twitter users. An individual who has a higher propensity for self-presentation will form a stronger perceived trust on Twitter, which in turn, affects the individual's self-disclosure. On the other hand, an individual who is more concerned with personal privacy will feel more serious about perceived risk, which in turn, negatively influences one's perception of the trust in Twitter as well as his desire for self-disclosure.

• 한국소프트웨어감정평가학회 논문지
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• 제16권2호
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• pp.53-62
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• 2020

IoT 환경의 최종 사용자 도메인에서 점점 더 많은 수의 지능형 M2M(Machine-to-Machine Communication) 장치가 애플리케이션 서비스를 생성하고 공유하기 위한 자원을 제공한다. 따라서 기존의 중앙집중식 서비스 제공자의 역할을 P2P 환경의 최종 사용자에게 이전하여 신뢰를 관리하는 것은 매우 유용할 수 있다. 그러나 최종 사용자가 독립적으로 서비스를 제공하거나 소비하는 비중앙집중식 M2M 컴퓨팅 환경에서는 상호간의 신뢰 구축이 가장 중요한 요인이 된다. 오작동하는 서비스를 구축하려는 악의적인 사용자들이 IoT와 같은 M2M 컴퓨팅 환경에서 보안문제를 야기할 수 있기 때문이다. 본 논문에서는 M2M 애플리케이션 서비스의 신뢰 평가를 위한 통합적인 분석과 접근방식을 제공하고, M2M 커뮤니티의 사용자들 사이의 신뢰도를 보장할 수 있는 최적화된 신뢰 평가 모델을 제시한다.

• 유통과학연구
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• 제15권5호
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• pp.53-64
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• 2017

Purpose - This study focuses on use intention of mobile travel Apps by Chinese tourists visiting Korea based on UTAUT model, ISS model and ITM model. And the corresponding market promotion schemes are proposed for operators of mobile travel Apps by the research results. Research design, data, and methodology - After collecting 326 respondents in China with cross-sectional questionnaires, this study begins the empirical research with users of mobile travel Apps, and analyzes data with IBM SPSS 23.0 and IBM AMOS 23.0. Results - The results of this study include the following aspects: firstly, the System quality and Information quality are accepted for hypotheses of Satisfaction and Performance expectancy. Secondly, the Personal Propensity to Trust and Firm Reputation are accepted for Initial Trust hypothesis, and the hypotheses of Firm Reputation and Initial Trust are accepted for Use Intention. Thirdly, the Performance expectancy, Effort expectancy, Social influence are accepted for Use Intention hypothesis. Conclusions - With the increase of tourists visiting Korea, it can be predicted that the needs visiting Korea will be increased persistently for Chinese - this trend brings about the increase of the Chinese travel. First, information quality greatly influences satisfaction and performance expectancy. The research result shows that, the higher the mobile traveling App's information quality is, the higher the satisfaction and performance expectancy will be. Therefore, operators of mobile traveling App should have in-depth investigations towards users, to know the latter's real demand to the information quality and then provide corresponding services. Second, performance expectancy and effort expectancy greatly influence users' intention. Therefore, mobile traveling App operators should improve Apps' convenience and efficiency and, in doing so, find an effective method for market expansion. Third, social influence greatly affects users' intention. The result shows that mobile traveling App operators should pay attention to the influence of mass media and friends' recommendation on users, thereby it is necessary to improve advertisement activities. Fourth, initial trust also influences users' intention. The result shows that initial trust is a key element inducing users to generate use intention. Therefore, mobile traveling Apps operators should make efforts to catch elements that influence users' initial trust.

• 지식경영연구
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• 제13권4호
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• pp.83-100
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• 2012

Given the prevalence of mobile social network services (SNS) such as Facebook and Kakaotalk, it has become important to understand user's continuance behavior in a mobile SNS environment. Although trust and privacy concerns play a key role in SNS users' decision-making processes, most studies on SNS have shed little light on the effects of trust and privacy concerns on SNS continuance intention. In this regard, this paper developed an integrated model to deeply understand the key antecedents of user's continuance intention to use mobile SNS by incorporating trust and privacy concerns into extended expectation-confirmation model. The proposed research model was tested by using survey data collected from 170 users who have experience with Kakaotalk. The findings of this study found that the proposed theoretical framework provides a statistically significant explanation of the variance in continuance intention of mobile SNS. The analysis results indicate that trust serves as the salient antecedent of continuance intention to use mobile SNS. However, it was found that privacy concerns negatively influence trust, whereas it is not significantly related to continuance intention of mobile SNS. The theoretical and practical implications of the findings were described.

• 한국병원경영학회지
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• 제24권1호
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• pp.36-47
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• 2019

Purposes : The purpose of this study is to analyze empirically the consturct development of brand trust in dental clinic service and its influence on both satisfaction and brand loyalty of clinic users in Seoul area. Methodology : To test the hypotheses, the structured instrument was employed to question to patients and their guardians who had used dental clinics in the metropolitan area. 207 cases were analyzed with structural equation method through SPSS 18.0 and AMOS 22.0, and findings of the test as follows. Findings : Firstly, both functional and associative images had a positive impact on the brand trust. Especially we found the influence of functional images was greater than that of the brands' associative images. Secondly, the satisfaction of dental clinic users had greater positive influence on the clinics with greater trust. Thirdly, the higher the satisfaction of health service consumers, the more positive effect on brand loyalty. This relationship between the satisfaction of dental clinic users and brand loyalty match the findings of previous studies on relations of similar variables. Practical Implications : This study shows that with greater satisfaction, the referral rate and the revisit rate of users would increase. This implies that dental clinics need to take appropriate actions to build brand trust with advertising and/or PR strategies for a good brand image. It would be necessary to research further expected variables that influence users' brand loyalty in the service, such as the dentists' level of expertise, their relationship level with customers, the quality of dental services and et al..

• 산업경영시스템학회지
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• 제46권3호
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• pp.109-122
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• 2023

As platforms become primary decision making tools, platforms for decision have been introduced to improve quality of decision results. Because, decision platforms applied augmented decision-making process which uses experiences and feedback of users. This process creates a variety of alternatives tailored for users' abilities and characteristics. However, platform users choose alternatives before considering significant quality factors based on securing decision quality. In real world, platform managers use an algorithm that distorts appropriate alternatives for their commercial benefits. For improving quality of decision-making, preceding researches approach trying to increase rational decision -making ability based on experiences and feedback. In order to overcome bounded rationality, users interact with the machine to approach the optional situation. Differentiated from previous studies, our study focused more on characteristics of users while they use decision platforms. This study investigated the impact of quality factors on decision-making using platforms, the dimensions of systematic factors and user characteristics. Systematic factors such as platform reliability, data quality, and user characteristics such as user abilities and biases were selected, and measuring variables which trust, satisfaction, and loyalty of decision platforms were selected. Based on these quality factors, a structural equation research model was created. A survey was conducted with 391 participants using a 7-point Likert scale. The hypothesis that quality factors affect trust was proved to be valid through path analysis of the structural equation model. The key findings indicate that platform reliability, data quality, user abilities, and biases affect the trust, satisfaction and loyalty. Among the quality factors, group bias of users affects significantly trust of decision platforms. We suggest that quality factors of decision platform consist of experience-based and feedback-based decision-making with the platform's network effect. Through this study, the theories of decision-making are empirically tested and the academic scope of platform-based decision-making has been further developed.

• 융합보안논문지
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• 제22권3호
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• pp.3-11
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• 2022

갈수록 정교해지는 사이버 위협, 클라우드 도입의 가속, 코로나19 팬데믹으로 인한 원격 및 하이브리드 근무환경 도입 등으로 인하여 많은 기업이 경계 안에 있는 모든 것을 암묵적으로 신뢰하는 전통적인 보안 모델이 경계가 존재하지 않고 데이터와 사용자가 갈수록 탈중앙화되는 오늘날 환경에 적합하지 않다는 사실이 부각되면서 제로 트러스트라(Zero Trust)는 개념이 갈수록 주목받고 있다. 제로 트러스트는 '아무도 신뢰하지 않는다'는 전제의 사이버 보안 모델로, 전체 시스템에서 안전한 영역 또는 이용자는 전무하다는 것을 원칙으로 내부 이용자도 검증을 거치며, 네트워크 접속 환경에 따른 정보 접근 범위도 차등 및 최소화하는 방안이다. 코로나19 팬데믹으로 인하여 재택근무가 일상화되고, 기존 사이버 보안방안이 한계에 부딪히면서 제로 트러스트(Zero Trust) 기술이 한층 더 주목을 받고 있다. 이에 따라 우리 정부도 NIST 표준을 참고로 제로 트러스트 도입 시 국내 공공 및 민간부문의 수용 가능성 현황, 개선이 필요한 과제 등을 점검할 것으로 예상된다. 이 논문에서는 이러한 제로 트러스트와 제로 트러스트의 기본원리, 철학, 고려사항에 대해 설명하고, 제로 트러스트의 기술을 접목시켜 보안을 강화하는 실무적인 기초 방안에 대하여 제시한다.

• 한국정보전자통신기술학회논문지
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• 제16권6호
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• pp.420-433
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• 2023

ICT 기술의 발달로 데이터를 기반으로 하는 다양한 시스템과 서비스가 도입되면서 데이터, 인프라, 서비스에 대한 신뢰 제공 기술의 중요성이 대두되고 있다. 하지만 기존 ICT 서비스 환경은 특정 서비스를 구성하는 다양한 구성요소의 신뢰(콘텐츠, 인프라, 프로세스, 서비스 제공자 등)를 객관적으로 판단하고 관리할 방법이 없으며, 오로지 서비스 제공자의 자체적인 품질 기준에 의지해야만 하는 한계가 있다. 본 논문은 ITU-T 국제표준 관점의 신뢰성 있는 ICT 서비스 제공을 위한 요구사항, 기능구조, 처리절차를 제공한다. 신뢰할 수 있는 서비스 프로비저닝을 통해 기존 ICT 서비스 주체(서비스 자원, 이해관계자, 사용자)에 신뢰 제공을 위한 부가적인 기능을 추가하여, 관련정보를 수집하고, 분석하여 제공함으로써 사용자는 자신의 요구사항을 기반으로 분석된 신뢰를 기반으로 서비스 구성요소의 신뢰를 고려할 수 있다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제11권3호
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• pp.1570-1594
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• 2017

Social network services have recently changed from environments for simply building connections among users to open platforms for generating and sharing various forms of information. Existing user reputation computation methods are inadequate for determining the trust in users on social media where explicit ratings are rare, because they determine the trust in users based on user profile, explicit relations, and explicit ratings. To solve this limitation of previous research, we propose a user reputation computation method suitable for the social media environment by incorporating implicit as well as explicit ratings. Reliable user reputation is estimated by identifying malicious information raters, modifying explicit ratings, and applying them to user reputation scores. The proposed method incorporates implicit ratings into user reputation estimation by differentiating positive and negative implicit ratings. Moreover, the method generates user reputation scores for individual categories to determine a given user's expertise, and incorporates the number of users who participated in rating to determine a given user's influence. This allows reputation scores to be generated also for users who have received no explicit ratings, and, thereby, is more suitable for social media. In addition, based on the user reputation scores, malicious information providers can be identified.