• Communications for Statistical Applications and Methods
• /
• 제9권2호
• /
• pp.381-388
• /
• 2002

It has been pointed out that the classical credibility model used in Korea since the beginning of 1990's lacks in objectiveness. Recently, in order to improve objectiveness, the empirical Bayes credibility model utilizing general exposure units like the number of claims and premium has been employed, but that model itself is not quite applicable in the country like Korea whose annual and classified empirical data are not well accumulated and even varied severely. In this article, we propose a new and better model, Based on the new model, we estimate both credibility and loss ratio of each class for fire insurance plans by Korean insurance companies. As a conclusion, we empirically make sure analysis that the number of claims is a more reasonable exposure unit than premium.

• Asia Marketing Journal
• /
• 제13권4호
• /
• pp.159-189
• /
• 2012

블로그의 상품 리뷰가 소비자의 주목을 끄는 데에는 정보 원천인 블로거에 대한 신뢰가 자리잡고 있다. 블로거가 해당 상품 카테고리와 관련하여 충분한 지식 및 경험을 습득하고 있다는 전문성에 대한 믿음, 그리고 어떤 다른 이해 관계에 얽매여 정보를 왜곡하려는 등의 불순한 의도를 지니고 있지 않다는 진실성에 대한 믿음이 있기에 소비자들은 구매 의사 결정에 뒤따르는 불확실성을 줄일 요량으로 블로그의 상품 리뷰를 참조하게 된다. 본 연구는 이러한 점에 착안하여 소비자들이 리뷰 정보를 통해 추구하는 가치 동인이 무엇이냐에 따라 신뢰성의 하위 차원인 전문성 및 진실성에 이르는 경로 계수의 비중이 분화하며, 나아가 유대 강도의 강약에 따라 전문성 및 진실성 기반 신뢰성에 대한 기대치가 분기하게 될 것이라 예측하였다. 아울러, 유대 강도가 태도로서의 신뢰성이 리뷰 수용 의사에 대해 갖는 예측력에 조절 효과를 미쳐 파워블로그 사용 집단에서보다 개인블로그 사용 집단에서 이러한 예측력이 보다 고양될 것이라 가정하였다. 분석 결과, 도구적 정보 니즈를 충족시키고자 하는 유목적적 가치 동인은 정보 원천의 전문성에 대한 기대 의존도를 증폭시키지만, 고립감을 해소하고자 하는 대인간 연결의 가치 동인은 정보 원천의 진실성에 대한 의존도를 높이는 것으로 나타났다. 그리고, 전문성에 대한 기대치는 강한 유대 관계의 개인블로그 사용 집단에서보다 약한 유대 관계의 파워블로그 사용 집단에서 보다 증진되며, 태도로서의 신뢰성이 리뷰 수용 의사에 대해 갖는 예측력은 파워블로그 사용 집단에서보다 개인블로그 사용 집단에서 보다 고양되는 것으로 나타났다.

• 복식
• /
• 제62권2호
• /
• pp.13-25
• /
• 2012

The purpose of this research is to study the influence over confidence and Word-Of-Mouth (WOM) effect in the acceptance process of WOM by information characteristics(consensus, vividness, and message neutrality) of individual cosmetic blog, reflecting that it is widely spreading over the public. Online survey for the consumers using such blogs was performed to collect data(N=200), and credibility analysis through Cronbach-${\alpha}$ and Structural Equation Model(SEM) analysis using AMOS 18.0 were performed. The analysis results are as follows; First, vivid information and neutral message increase WOM effect through the improvement of consumers' credibility whereas information consensus doesn't positively influence over credibility. Second, the examination of a moderating effect by type of cosmetics demonstrated that the consumers of basic cosmetics have most confidence in vivid information, and those of color cosmetics do more confidence in neutral message. Therefore, there is a difference in the credibility factor of online WOM depending on the type of cosmetics consumption so that differentiated information provision strategies for cosmetics groups should be established based on it.

• 디지털산업정보학회논문지
• /
• 제10권3호
• /
• pp.327-338
• /
• 2014

The purpose of this study is to investigate what the characteristics of word-of-mouth on SNS and how these factors credibility for information's source and acceptance of word-of-mouth. We proposed study model was set through overall theoretical investigation. The 179 Valid survey data were gathered from the user who have prior experience in SNS. According to factor analysis, characteristic of word-of-mouth information on SNS were classified into consensus and neutrality. And credibility for information's source and acceptance of word-of-mouth were composed sing dimension. The Hypothesis inspection says that all variables were positively correlated with each other. And consensus and valance have positive influence on credibility for information's source. Also credibility for information's source influence on acceptance of word-of-mouth and valance have positive affect trust for information's source. Several academic and practical implications are yield accordingly. Especially this study intention to provide basis which can be used for all business's effective marketing activity.

• 유통과학연구
• /
• 제21권7호
• /
• pp.1-9
• /
• 2023

Purpose: This study aims to understand if heterogeneous news is evenly consumed and distributed on portals as it examines people's news use and engagement behaviors and news credibility. Focusing on the four behaviors of news use, i.e., viewing news by keyword search, viewing news from subscribed sources, viewing news from the list of most-viewed news, and reading comments, and the three behaviors of news engagement, i.e., sharing news, 'liking' or 'recommending' news, and posting comments, this study investigates the relation between each of the behaviors and portal news credibility. Research design, data and methodology: From 2022 News Audience Survey in Korea, this study conducts a regression analysis to investigate the relations between each behavior and news credibility. Results: The results show a positive relation for the former two news use behaviors and the latter two news engagement behaviors, and a negative relation for the latter two news use behaviors. Conclusions: The positive relations between active news use and engagement behaviors and portal news credibility indicate that news consumers are more likely to use and engage in attitude-consistent news rather than attitude-challenging news, implying that heterogeneous news is less likely to be consumed and distributed evenly on portals across all news users.

• 패션비즈니스
• /
• 제17권5호
• /
• pp.57-69
• /
• 2013

The purpose of this study is to compare the traditional shopping model and virtual avatar fitting model with regards to credibility and favorable impression effects on shopping mall satisfaction, product preferences, and purchasing intentions of apparel e-commerce. Questionnaires are distributed to 10-30s years old consumers who live in Seoul. Data are analyzed by descriptive statistics, Cronbach's ${\alpha}$, and regression analysis. The results are that the provoked credibility and favorable impression from the traditional shopping model affects the consumers' shopping mall satisfaction and buying intention in descending order. In additional, the credibility from traditional shopping model affects the product preference. The provoked credibility from the virtual fitting model influences the consumers' product preferences, and buying intentions. The favorable impression from the virtual fitting model affects shopping mall satisfaction. In general, provoked credibility from virtual avatar fitting model and traditional shopping model play key roles which could influence the consumers' buying intention.

• Communications for Statistical Applications and Methods
• /
• 제17권5호
• /
• pp.713-724
• /
• 2010

적정한 보험료의 산출은 보험가입자는 물론 보험회사에게도 매우 중요한 의사결정이라고 할 수 있다. 보험통계학의 중요 이론 중 하나인 신뢰도이론은 손해보험분야에서 적정보험료의 산출에 중요하게 사용되는 이론이다. 본 논문에서는 유효대수 법칙, 제곱근법칙, B$\ddot{u}$hlmann 신뢰도의 계산방법과 그 의미를 살펴보고, 각 방법에 따라 도출된 신뢰도를 바탕으로 산출한 적정보험료의 예측치와 실제 손해발생액의 차이를 비교하였다. 국내 손해보험사의 자동차보험에 대한 실제 데이터를 사용하여 각 신뢰도에 따라 산출된 보험료를 비교분석한 결과, 심도를 고려하지 않은 제곱근 법칙에 근거하여 구한 부분신뢰도가 가장 정확하게 보험금을 추정하였다.

• Journal of Information Technology Applications and Management
• /
• 제23권2호
• /
• pp.153-176
• /
• 2016

This study investigated factors affecting the use intention of podcast service users based on the unified theory of acceptance and use of technology (UTAUT). Performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, innovativeness, and media credibility were used as independent variables in the model. The survey data from the users of the podcast portal 'podbbang' were analyzed with Smart PLS 2.0 to test the structural equation model. The results revealed that the podcast service user's effort expectancy, facilitating condition, hedonic motivation, and media credibility have a significant influence on use intention. However, the relationship between the podcast service user's performance expectancy, social influence, innovativeness, and use intention were not identified as significant.

• 한국의류학회지
• /
• 제42권3호
• /
• pp.379-396
• /
• 2018

This study investigated consumer perceptions of information provided in a fashion Instagram. This study examined the differences between information provided in Instagram by brand vs consumers. A pilot test was conducted to develop stimuli and a brand selection in the main study. Participants were randomly assigned to one of two stimuli manipulated by information providers, and examined the perceived credibility, usefulness, and enjoyment of information as well as brand attachment and purchase intention. We gathered and analyzed a total of 200 data. The findings of the study showed that respondents perceived significantly greater usefulness and purchase intention of images uploaded by consumers compared to the fashion brand. Credibility and enjoyment were significant factors to enhance brand attachment; in addition, usefulness, credibility, and enjoyment were significant factors to increase purchase intention. The findings of the study suggest academic and marketing implications.

• 응용통계연구
• /
• 제26권2호
• /
• pp.321-333
• /
• 2013

신뢰도 이론은 적정하고 합리적인 보험료를 산정하기 위한 보험통계학의 이론 중 하나이다. 본 논문에서는 신뢰도의 개념과 함께 기존에 절리 사용되고 있는 여러 가지 부분신뢰도(유효대수 법칙, 제곱근 법칙, 뷸만, 뷸만-스트라웁)를 소개하고, 새로운 부분신뢰도(새로운 유효대수 법칙, 새로운 제곱근 법칙)를 제안하였다. 또한 실제 자료를 이용하여 기존의 방법과 새로운 방법으로 부분신뢰도와 부과보험료를 추정하였으며, 추정된 부과보험료와 전체 손해액의 차이를 비교하여 정확성을 알아보았다. 실제 자료를 바탕으로 분석한 결과, 본 논문에서 제안하는 새로운 부분신뢰도를 적용하여 부과보험룔를 산출한 것이 기존의 방법보다 오차가 개선되는 것을 확인할 수 있었다.