• 한국병원경영학회지
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• 제28권3호
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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.

• 한국융합학회논문지
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• 제11권11호
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• pp.309-319
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• 2020

본 연구에서는 팬데믹 상황(COVID-19)에서 일반인이 경험하는 불안, 사회적 지지, 신뢰 간의 관계가 어떠한지를 살펴보고, 사회적 지지와 불안의 관계에서 신뢰가 어떠한 영향을 미치는지 확인하였다. 첫째, 각 변인들 간 관계를 알아보기 위해 상관분석을 실시한 결과, 사회적 지지와 불안은 부적 상관관계를 보였고, 사회적 지지는 사회신뢰와 정적 상관을 보였으나, 정부신뢰와는 유의미한 상관을 보이지 않았다. 또한 정부신뢰와 사회신뢰 모두 불안과 부적 상관을 보였다. 둘째, 사회적 지지가 사회신뢰를 통해 불안에 영향을 미칠 것이라는 가설을 검증하기 위해 회귀분석을 실시한 결과, 사회적 지지와 불안 간의 관계를 사회신뢰가 부분 매개하는 것으로 나타났다. 이러한 결과를 토대로 논의 및 제안점을 제시하였다.

• 한국유통학회지:유통연구
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• 제10권2호
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• pp.99-120
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• 2005

이 연구에서는 기존 연구의 검토를 통해 인터넷 쇼핑몰의 서비스품질 차원으로 환경적 품직, 고객-기업간의 일반적인 상호작용, 고객-기업간의 개인화된 상호작용, 고객간의 상호작용 및 결과적 품질을 도출하였다. 먼저 인터넷 쇼핑몰 서비스품질의 각 차원이 고객관계의 질을 구성하는 만족, 신뢰, 몰입에 미치는 영향을 실증하였다. 이들의 관계를 이용기간으로 측정한 관계지속기간이 조절하는지의 여부를 검토하였다. 만족과 신뢰 및 몰입 간의 관계를 분석하였다. 또한 관계의 질을 구성하는 세 요인과 관계지속에 대한 미래의도의 관계를 실증하였다. 기존 연구들에 바탕을 두고 구성한 측정척도들로 구성된 설문지를 이용하여 대학생 및 일반 성인을 대상으로 수집한 유효설문지를 349부를 이용하여 회귀분석을 실시하였다. 환경적 품질과 만족, 개인화된 상호작용과 신뢰를 제외한 서비스 품질 차원과 관계의 질 구성요소 사이의 관계는 통계적으로 유의한 결과를 얻었다. 관계의 강도는 차원마다 다른것도 확인하였다. 이용기간의 조절효과는 일반적인 상호작용과 신뢰의 관계에서만 확인할 수 있었다. 만족은 신뢰와 몰입과, 그리고 신뢰는 몰입과 정의 상관관계를 갖는 것으로 나타났다. 신뢰와 몰입은 관계지속에 대한 미래의도에 영향을 미치는 것으로 나타났지만, 만족과 미래의도 사이에는 직접적인 관계를 확인할 수 없었다. 이상의 연구결과를 토대로 시사점과 향후 연구과제를 제시하였다.

• 한국프랜차이즈경영연구
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• 제9권1호
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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.

• 보건행정학회지
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• 제33권3호
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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.

• 경영정보학연구
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• 제8권1호
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• pp.101-123
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• 2006

본 연구의 주요목적은 쇼핑몰사이트를 전문쇼핑몰과 종합쇼핑몰로 구분하고 각 쇼핑몰에서의 고객만족과 신뢰이후 고객애호도 형성프로세스를 규명하는 것이다. 기존 연구를 통해 연구모형과 그에 따른 연구가설을 수립하고 구조방정식 모형을 통해 관련된 가설을 검정하였다. 종합인터넷쇼핑몰과 전문인터넷쇼핑몰에서의 경로분석 결과의 차이를 분석하고 그에 따른 실무적 시사점을 모색했다. 인터넷 쇼핑몰의 형태에 관계없이 만족과 신뢰 형성이후 태도와 관계몰입을 통해서 고객애호도로 이어지는 관계마케팅적인 연결프로세스 관리가 매우 중요함을 알 수 있었다. 세부적으로는 고객 만족과 고객충성 및 고객만족과 태도의 프로세스 형성에 있어서 전문쇼핑사이트가 종합쇼핑사이트보다 고객애호도 형성프로세스에 보다 장기간의 노력과 투자가 요구됨을 확인할 수 있었다.

• Asia pacific journal of information systems
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• 제17권4호
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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.

• 한국콘텐츠학회논문지
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• 제9권12호
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• pp.805-813
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• 2009

해양경찰조직은 해양경찰공무원들의 조직 신뢰 및 대인간 신뢰가 바탕을 이뤘을때 조직의 효과성이 크게 고양될 것으로 기대된다. 해양경찰조직은 해상에서 함정을 근무수단으로 하여 각종 해상치안서비스를 담당하고 있다. 해양경찰공무원들의 경우 조직내 신뢰요인들별로 조직몰입에 미치는 양상을 조사함으로서 향후 해양경찰공무원들의 조직몰입도 제고노력이 요구되어진다. 이에 대한 실증적 연구를 행한 결과 핵심 내용은 다음과 같다. 해양경찰공무원의 경우 조직신뢰요인은 조직몰입에 가장 강한 영향력을 미치고 있다는 것을 알수 있었고 다음으로 대인간 신뢰요인중에서는 동료신뢰 요인이 상관신뢰 요인보다 상대적으로 더 많은 영향력을 미치고 있다는 것을 알 수 있었다. 다음으로, 해양경찰공무원의 인구사회학적 특성에 따른 신뢰요인 인식의 차이를 살펴보면, 비 간부에 비해 간부가 동료를 더욱 신뢰하고 있다는 것을 알 수 있다. 상관신뢰보다 동료에 대한 신뢰가 높은 이유는 해양경찰의 경우 근무여건으로 인하여 그들간의 접촉 빈도가 많은 것으로 보여진다. 이 연구결과 해양경찰공무원의 조직몰입도 제고를 위해서는 조직신뢰와 동료신뢰를 제고시키는 다양한 인사 조직 관리전략이 필요로 되어짐을 발견할 수 있다.

• 대한영양사협회학술지
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• 제8권1호
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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.

• 농촌지도와개발
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• 제9권2호
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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.