• Journal of Korea Game Society
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• v.19 no.1
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• pp.109-120
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• 2019

This study analyzes how game play influences players' future happiness. Survey of 400 juveniles who attended G-star, a game show, was conducted to look into the influence of playing game with friends over players future happiness and their trust level towards others. The result suggests that playing game with friends and trust level towards others have positive influence on the future happiness level. In conclusion, playing game with friends has influence over players future happiness level with trust level towards others as a mediation variable.

• Journal of Distribution Science
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• v.11 no.1
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• pp.45-53
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• 2013

Purpose - The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level, purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First, it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05 level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally, purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

• Journal of Information Technology Services
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• v.13 no.2
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• pp.35-53
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• 2014

Company Social Networks (CSN) has emerged as a commonly used marketing channel. One of the most important advantages in CSN is the user's voluntary behavior as a relational performance. We classified level of voluntary behavior, as 'consumption', 'active participation', and 'creative contribution' to comprehend different relational performance of CSN. Moreover, we proposed research model to compare positive attitude and negative attitude. This study aims to investigate 'the process of user's voluntary behavior in CSN' which is causal relationship between benefits of CSN, user's attitude and voluntary behavior. Empirical results with 175 valid questionnaire data revealed that CSN benefit factors played a significant role in trust and distrust. Based on these effects, trust and distrust have different influences as level of voluntary behavior, just as proposed. For practitioners, it is crucial finding that users are more active behavior based on strong trust.

• Journal of Information Technology Applications and Management
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• v.20 no.2
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• pp.177-191
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• 2013

Social network has been expected to increase the value of social capital through online user interactions which remove geographical boundary. However, online users in social networks face challenges of assessing whether the anonymous user and his/her providing information are reliable or not because of limited experiences with a small number of users. Therefore. it is vital to provide a successful trust model which builds and maintains a web of trust. This study aims to propose a prediction method for the interpersonal trust which measures the level of trust about information provider in Facebook. To develop the prediction method. we first investigated behavioral research for trust in social science and extracted 5 antecedents of trust : lenience, ability, steadiness, intimacy, and similarity. Then we measured the antecedents from the history of interactive behavior and built prediction models using the two decision trees and a computational model. We also applied the proposed method to predict interpersonal trust between Facebook users and evaluated the prediction accuracy. The predicted trust metric has dynamic feature which can be adjusted over time according to the interaction between two users.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.10 no.11
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• pp.5437-5454
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• 2016

A Wireless Sensor Network (WSN) is composed of several sensor nodes which are severely restricted to energy and memory. Energy is the lifeblood of sensors and thus energy conservation is a critical necessity of WSN. This paper proposes a clustering algorithm namely Energy Efficient Trustworthy Clustering algorithm (EETCA), which focuses on three phases such as chief node election, chief node recycling process and bi-level trust computation. The chief node election is achieved by Dempster-Shafer theory based on trust. In the second phase, the selected chief node is recycled with respect to the current available energy. The final phase is concerned with the computation of bi-level trust, which is triggered for every time interval. This is to check the trustworthiness of the participating nodes. The nodes below the fixed trust threshold are blocked, so as to ensure trustworthiness. The system consumes lesser energy, as all the nodes behave normally and unwanted energy consumption is completely weeded out. The experimental results of EETCA are satisfactory in terms of reduced energy consumption and prolonged lifetime of the network.

• Asian Journal of Business Environment
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• v.1 no.1
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• pp.5-8
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• 2011

This study has been conducted by focusing franchisor's leadership style, franchisee's followership, group-efficacy and their trust in order to achieve positive integration of the franchise system. The key results of empirical examination on the moderating effect of group-efficacy and trust between leadership style proposed by Path-Goal Theory and followership has been found as follows. First, franchisors should be showed their leadership style to fit their mutual business situation. Second, Franchisors and franchisees will be found many ways to increase level of franchisee's group-efficacy. Third, Franchisors will be obtained trust from their own franchisees. These efforts will be given high level of franchisees' trust and group-efficacy. As a result, positive integration of the franchise system will both enhance their competitiveness.

• International Journal of Costume and Fashion
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• v.12 no.1
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• pp.65-82
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• 2012

This study examines open market websites of Korea and China and identifies differences in the web design factors so as to verify how the design factors affect consumers' trust and purchase intention in the open market websites. Two hundred consumers, respectively in Korea and China, filled out survey questionnaires. According to the survey result, design factors of open market websites of both countries consisted of context, contents, communities, communication, connectivity and commercial transaction; and trust-building factors were comprised of customer services, product perception and security perception. This study found that there was no significant difference in the design factors of open market websites between the two countries, but trust levels in accordance with design factors and purchase intention in accordance with trust level differed by country. Therefore, this result would help Korean companies targeting Chinese consumers understand that there are differences between Korean and Chinese consumers in their trust level and purchase intention in accordance with open market website designs; encourage Korean online shopping malls to move to the Chinese market; and provide rich insights into developing marketing plans based on the different web design factors of Korean and Chinese open markets.

• Journal of the Korean housing association
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• v.26 no.1
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• pp.53-60
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• 2015

Community is crucial for human beings not only because they are born with communal self but also because social cooperation is more efficient than competition in many cases. Human beings are defined as Homo communicus living in residential community which is important for the fulfillment of their primary needs. Residential community is an 'intimacy zone' where personal and emotional interactions are made. This study aims at examining the health of residential community in Korea by exploring the level of place attachment and neighborhood trust. Previous studies indicate that place attachment and trust are influenced by three dimensions such as residents' characteristics, house types and regional environment. This study conducted a nationwide questionnaire survey and it shows that place attachment moulds neighborhood trust. The results of path analysis demonstrates that place attachment and trust appear high in detached house areas. Age of residents also gives positive influence on the level of place attachment and neighbourhood trust. This result gives significant policy implications for the development of residential community in Korea. Residential community as an intimacy zone has been eroded and desperately needs to be revitalized. For this, more concern should be given to the issue of desirable size of residential community and the types of houses. Detached house area must be supported by governmental policies.

• International Commerce and Information Review
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• v.17 no.3
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• pp.155-176
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• 2015

This study examines the close relationship between trust and global business negotiations. Kristen Blankley(2010) pointed out three level of trust impacting each negotiation stage: calculus-, knowledge-, identification-based trust. In this regard, the present study examines the relationship between each level of trust and the process of business negotiations by focusing on Canadians and Koreans who had business negotiation experience with Chinese counterparts. For Canadian respondents, calculus-based trust and identification-based trust didn't have significant effects on the negotiation atmosphere, whereas they did for Korean respondents. For Canadian respondents, knowledge-based trust had the greatest effect on each step of the business negotiation process.

• Asia-Pacific Journal of Business
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• v.12 no.1
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• pp.1-24
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• 2021

Purpose - The purpose of this study is to explore the impacts of Korean executives' trust on a firm's corporate social responsibility (CSR) activities and corporate financial performance (CFP), which depends on their individual social responsibility (ISR). Design/methodology/approach - A survey was conducted, and 273 Korean executives were recruited. I used SPSS version 25.0, AMOS version 26.0, SmartPLS version 3.2., and PROCESS Macro 3.4. to analyze the moderated mediation model. And, the Structural Equation Modelling (SEM) was employed to confirm the proposed relationships in the model. Findings - The results show that Korean executives' trust is positively related to CSR. I also found that Korean executives' trust is positively related to CFP. Moreover, I found that there is a mediating effect of a firm's CSR activities on the trust-CFP relationship. However, I didn't find conditional indirect and direct effects on the relationships among the proposed constructs. The findings overall suggest that Korean executives' trust is such an important mechanism that will affect firm-level CSR and CFP. Research implications or Originality - Although prior studies reveal that executives' trust in their subordinates positively influences cooperation, creativity, and innovation among subordinates in a team, it is still unclear whether executives' trust in their employees or strangers impacts firm-level CSR and CFP. Moreover, not many studies examined the mediating effect of CSR on executives' trust and CFP especially in the Korean context. Therefore, this study intends to fill the knowledge gap by focusing on South Korea. This study also contributes to extant CSR and trust literature, and practically contributes to executives, policy makers, and practitioners in South Korea.