• Korea Journal of Hospital Management
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• v.28 no.3
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• pp.27-38
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• 2023

Objectives: This study explores the impact of age groups on social presence and trust among users of medical artificial intelligence chatbots. Furthermore, we investigate the existence of gender differences within these relationships. Method: We collected data through a survey from people who had interacted with general hospital chatbot services, either by making reservations or seeking consultations. Multiple linear regression analysis was conducted to examine the relationship between general characteristics of study population and social presence and trust of artificial intelligence chatbots. Additionally, we conducted stratified analysis to confirm the presence of gender differences within these relationship. Results: Among 300 participants, those aged 50 and older had higher social presence of artificial intelligence chatbots and greater trust of artificial intelligence chatbots (social presence, 𝛽=0.543, p=0.003; trust, 𝛽=0.787, p=0.000). In stratified by sex, women aged 50 and older had higher social presence and trust of artificial intelligence chatbots compared to those in their 30s age group (social presence, 𝛽 = 0.925, p=0.002; trust, 𝛽=0.645, p=:0.007). However, there was no statistically significant relationship between age and chatbot social presence and trust in men. Conclusion: This study demonstrates that advanced age plays a significant roles in users' social presence and trust in medical artificial intelligence chatbots. Futhermore, our findings reveal gender differences with women aged 50 and older showing the most substantial levels of social presence and trust. Therefore, it is expected that this finding can serve as valuable evidence to enhance the satisfaction of medical institution service users, offering crucial insights into the effective utilization of chatbot services.

• Journal of the Korea Convergence Society
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• v.11 no.11
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• pp.309-319
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• 2020

In this study, we looked at the relationship among the anxiety, social support and trust experienced by the general public during the pandemic situation (COVID-19), and confirmed the effect of trust to the relationship between social support and anxiety. First, the correlations analysis that was performed to identify the relationship among the variables showed negative correlation between social support and anxiety. While it was also found that social support showed positive correlations with social trust, no significant correlations were shown with regards to government trust. Furthermore, government trust and social trust showed negative correlations with anxiety. Second, the regression analysis was conducted to verify the hypothesis that social support would affect anxiety through social trust. It showed that social trust partly mediated in the relationship between social support and anxiety. Based on the results above, the discussions and suggestions were presented throughout the study.

• Journal of Distribution Research
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• v.10 no.2
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• pp.99-120
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• 2005

First, based on extant studies in the field, the author extracts environments, general and personalized interactions between an internet shopping mall and its customers, interactions among customers, and outcomes as 5 relevant dimensions of the service quality of an internet shopping mal She derives hypotheses on the relationships between each of the service quality dimensions and each of the three components of the relationship quality, satisfaction, trust, and commitment. She also investigates the moderating role of the relationship duration defined by the length of use in the relationships. She studies the relationships among the three relationship quality components and their effects on the future intentions of relationship maintenance, too. Through a survey on college students and adult consumers, she gathers 349 qualified questionnaires. Applying regression methods on the data, she finds out that most of the relationships between each of the service quality dimensions and each of the relationship quality dimensions are statistically significant but that the strengths of relationship are quite different dimension by dimension. The moderating effect of the relationship duration is not found except one case, the relationship between general interactions and trust. The author also finds out positive relationships between satisfaction and trust between satisfaction and commitment, and between trust and commitment. Positive relationships between trust and the future intention of relationship maintenance and between commitment and the future intention are found. But the data does not reveal any statistically significant relationship beetween satisfaction and the future intention. The author provides a few implications of the research results and future research agenda.

• The Korean Journal of Franchise Management
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• v.9 no.1
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• pp.41-51
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• 2018

Purpose - In franchise system, how to build the relationship between the franchisor and franchisee through influence strategy is very important, because it affects on the long-term orientation like recontract intentions. Thus, this study examines the effect of mandatory influence strategy on relationship satisfaction, relationship trust, and recontract intentions in the context of food-service franchise industry. This study suggests the guidelines on how franchisor uses their influence strategy on franchisee to maintain and increase the recontract intentions. Research design, data, and methodology - This study examines the structural relationship between mandatory influence strategy, relationship satisfaction, relationship trust, and recontract intentions from the franchisee's perspective. Mandatory influence strategy divide into three sub-dimensions such as request, legalistic plea, threat. In order to test the purposes of this study, research model and hypotheses were developed. Every constructs were measured by multiple items tested and developed in the previous research. Also, the constructs utilized in this research are measured using 7-point scales anchored by "1=strongly disagree" and 7=strongly agree". The data were collected from 496 owner and owner manager franchisees and were analyzed using SPSS 21.0 and Smart PLS 3.0. program. Analysis of frequency was conducted to identify the demographics and general characteristics of the survey subjects. In order to measure the reliability and validity of the measurement tools, confirmatory factor analysis and correlation analysis were conducted and structural model analysis was conducted to verify the proposed research model. Result - The results of this study are as follows. First, this research found that mandatory influence strategy is positively related to relationship satisfaction and relationship trust, but not to recontract intention directly. Second, this research also found that the full mediating role of relationship satisfaction and relationship trust between the mandatory influence strategy and recontract intention. Conclusions - The findings of this research indicate that franchisor should use properly mandatory influence strategy to improve recontract intentions through relationship satisfaction and relationship trust. Due to the nature of food-service franchise industry, which needs high relationship quality, franchisor must manage their franchisee using influence strategy in order to improve satisfaction and trust. If franchisee perceives higher relationship quality, they will show higher intention to recontract. At the end of this paper, limitations and future research directions were suggested.

• Health Policy and Management
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• v.33 no.3
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• pp.338-354
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• 2023

Background: The influence of social capital on the spread of coronavirus disease 2019 (COVID-19) and related behaviors and perceptions has been recognized during the COVID-19 pandemic. This study aims to analyze the trends in social capital using primary data from the Korean Community Health Survey, which is the only available source in Korea for local-level social capital analysis. It also investigates the relationship between various variables, including social capital, as factors influencing COVID-19-related behaviors and perceptions. Methods: The study analyzed the temporal trends of social capital using raw data from four community health surveys conducted in 2017, 2019, 2020, and 2021. A multilevel analysis was conducted to examine the relationship between social capital and COVID-19-related behaviors and perceptions following the onset of the COVID-19 pandemic in 2020. Results: Social capital consists of trust, bonding social capital, and bridging social capital. Within the trust sub-factor, trust in neighbors (Trust-1) declined after the COVID-19 pandemic, whereas trust in safety and general environment (Trust-2) and trust in medical services and public transportation (Trust-3) increased. Additionally, the gap between municipalities narrowed. COVID-19-related behaviors and perceptions, such as adherence to COVID-19 prevention measures, return to normal activities, and fear of COVID-19, showed improvement in 2021 compared to the previous year. Individual-level trust in neighbors was associated with reduced fear of COVID-19, while community-level trust in neighbors was associated with increased fear of COVID-19. Conclusion: Social capital plays a role in mitigating public health crises, and it is necessary to implement active policies that address the gap in social capital between metropolitan and rural areas. Strengthening risk communication regarding emerging infectious diseases such as COVID-19 is crucial.

• Information Systems Review
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• v.8 no.1
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• pp.101-123
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• 2006

The main purpose of this study is to conceptualize and investigate the relationship between customer satisfaction and the linking variables of customer loyalty in internet shopping mall including general merchandise and specialized online mall. To achieve this objective, the study tries to validate the structural equation model and causal relationships among the model's elements involving customer satisfaction, customer trust, customer attitude, relationship involvement, and customer loyalty. The same research model was used in analysing general merchandise and specialized internet shopping mall to reveal and compare the casual path constructs. Empirical findings are as follows: First, all the hypothesis concerned with internet merchandise shopping mall were accepted but the direct effects between satisfaction $\Rightarrow$ loyalty and satisfaction $\Rightarrow$ attitude rejected in case of specialized internet shopping mall. Second, I found out that there were direct or indirect relationships between the mediating variables(satisfaction, attitude, involvement) and site trust and customer loyalty irrespective of internet shopping site patterns. In Particular, the direct effects of on customer loyalty showed the difference each other, but the indirect effects through satisfaction, attitude, or relationship involvement were all accepted. This means that the proper management concerned with indirect path is probably more important for the success of all kinds of internet shopping mall. The implications of this research may be summarized as follows. First, click and mortar companies should clearly understand and articulate the key requirements of shopping mall trust and satisfaction. Second, online companies are encouraged to establish linkage including trust, positive attitude, relationship involvement in order to foster customer loyalty. Third, companies are not only required to differentiate the internet marketing strategy adapting to the patterns of internet shopping mall but also to customize the interaction strategy in the formation process of customer loyalty.

• Asia pacific journal of information systems
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• v.17 no.4
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• pp.133-163
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• 2007

Growth in the outsourcing market signals that firms of all sizes believe outsourcing will ultimately deliver many benefits and conveniences. But there are not many firms satisfied with the results of outsourcing. What is more, previous researches were fragmentary analyses focused on specific variables of outsourcing such as sourcing decisions, partnership rather than comprehensive analysis. Thus, they could not propose general systematic methodologies applicable to the real situation. To solve these problems, we developed an integrated theoretical framework that considered both contract with the hard side and trust with the soft side from a contingency viewpoint and tested this model using 143 data of Korean companies executing outsourcing. In addition, we examined how situational factors(outsourcing task complexity and outsourcing management competence) affects each path in the research model. The results of this study are as follows. First, it was proved the theory that trust is not a substitute for contract but its complement. Previous empirical studies on outsourcing success factors were focused on the establishment of successful partnership on the assumption that trust can replace contract in many situations. According to the results of our empirical analysis, however, contract and trust were in a mutually complementary relation with each other and their emphasis was different. Furthermore, different from previous researches, it was found effective to use trust as a supplementary tool and contract as a main means in outsourcing management strategy. Second, this study provided an integrated view that sees both contract and trust from a contingency viewpoint in theoretically reestablishing the relationship between contract and trust. Previous researches leaned to specific variables or theory-centered fragmentary analysis, but this study proposed a more practical and integrated research model and tested its effectiveness. Based on the results, with the model, decision makers are expected to scrutinize outsourcing situation more closely and to have a practical insight to the situation. Third, it was found that contract mechanism and trust building do not have a direct effect on outsourcing performance but relationship management intensity mediates the effect of contract mechanism and trust building. This is considered significantly meaningful to outsourcing partners who have believed that outsourcing would be successful if a contract is made properly or trust is built. Lastly, the path from trust building to relationship management intensity was moderated by informed buying, as the path coefficients from trust building to relationship management intensity varied by the degree of informed buying competence.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.805-813
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• 2009

Coast guard organization has very different working environment with other general administrative organizations or police organizations. Because they are charging various coastal crimes and safeties by using war vessel at ocean, it was expected that in case of coast guard officers, the impact on organization commitment for each trust factor within organization has the differentiation with other administrative organizations. Core of results by conducting positive research is as following: It is indicated that for coast guard officer, organization trust factor most strongly impacts on organization commitment, and of social trust factors, colleague trust factor more impacts relatively than boss trust factor. Then, when searching the difference of trust factor recognition depending on population sociological properties of coast guard officers, it is indicated that the one having the experience of working at war vessel has more trust to its colleagues than the one having not and executives more trust their boss than non-executives. The reason why the trust to colleague is higher than to boss is recognized that it is caused from deep relationship with colleagues who work and live together when considering working conditions of security vessel.

• Journal of the Korean Dietetic Association
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• v.8 no.1
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• pp.1-8
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• 2002

The purpose of this study is to clarify success factors for desirable relationship between buyer and supplier in elementary school. Therefore, the survey questionnaire consisted of general background, past success, success difference, buyer-supplier relationship characteristics(trust, supporting status, communication behavior, conflict resolution techniques, supplier selection process). The subjects were 66 dieticians of elementary school in Inchon. The statistical analysis of data was completed using SPSS program. The results were summarized as follows : Average total cost/day per one person ￦1,156. The number of suppliers per one school were 6. 92.3% of the subjects were in favor of private contract, regarding contract methods of purchasing food materials. For the past success, degree of satisfaction about past their supplier showed 3.49 score. The present success difference was shown higher than the past success. There was significant correlation between the past success and the present success difference. Trust about suppliers showed 3.40score. Supplying companies hardly support for buying school. Among information quality(timely, accurate, adequate, complete, credible), timely and complete showed lower score than the other kind of elements. Among the buyer-supplier relationship characteristic elements, only trust correlated with satisfaction about suppliers significantly. Among the conflict resolution techniques, joint problem solving and persuasive attempts were often made use of by subjects. The supplier selection criteria were shown quality(7.47), supplier's capabilities(6.46), management plan(6.00), price(5.73), scale(5.48), assets(5.27), considers delivery(4.76) and technology(2.39). As results, trust was needed for the desirable relationship between buyers and suppliers. This study has some limitations. The data in this study were collected from only buyer. It is more desired to acquire data from suppliers also.

• Journal of Agricultural Extension & Community Development
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• v.9 no.2
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• pp.247-262
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• 2002

The objectives of this study were to investigate the followers's perception of the behavioral characteristics of middle managers' leadership styles and the relationship between middle managers' behavioral characteristics by leadership style and followers' trust in middle managers. The data were collected from the officials of the Rural Development Administration(RDA) of Korea in September, 2001. A total of 215 questionnaires out of 232 distributed were collected and 211 valid ones analyzed. The results from the study were as follows: First, on the leadership styles of the middle managers of RDA, the perception points of the staffs of offices/divisions were 3.56 points in servant leadership style, 3.48 points in transformational leadership style and 3.51 in transactional leadership style from the possible 5.0 points scale. Second, the mean point of the trust level of the staff to the middle managers was 3.64 points indicating that the directors in general tried to treat the staff of offices/divisions with equitably and to communicate with them openly. Third, the correlation between the trust of followers and several variables showed that the subordinate behavioral characteristics of servant leadership, transformational leadership and transactional leadership had positive effects on the trust. Especially 'individualized consideration' and 'contingent rewards' were highly correlated.