• 유통과학연구
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• 제18권11호
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• pp.69-77
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• 2020

Purpose: This research aims to verify the role of mobile shopping attributes, trustworthiness, and cultural dimensions on mobile shopping intentions in Saudi Arabia. The originality of the model stems from the verification of the moderating impact of cultural variables, namely collectivism and masculinity, and from the integration of trustworthiness as a variable depending on mobile shopping attributes. Research design, data and methodology: A survey was distributed to 233 consumers with different nationalities living in the Kingdom of Saudi Arabia. Structural equation modeling and multi-group analysis were carried out to verify the conceptual model and the moderating variables. Results: The findings support the influence of several innovation attributes, namely complexity and trialability on behavioral intentions, while relative advantage has a direct impact on trustworthiness. A few paths are moderated by masculinity and collectivism. Conclusions: Culture and mobile commerce attributes need to be thought out by managers as factors influencing mobile commerce segmentation for expatriates and locals. Trustworthiness is also a key factor of mobile shopping adoption. Limitations and future research ideas are presented to enrich the proposed model and improve its predictive validity.

• 경영과정보연구
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• 제35권4호
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• pp.155-168
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• 2016

본 연구는 2개 대학교 교직원 134명을 대상으로 동료신뢰성을 다차원적 구성개념으로 측정하여, 조직신뢰, 조직시민행동 간의 구조적 관계를 실증적으로 분석한 것이다. 실증연구를 통하여 드러난 분석 결과는 다음과 같다. 첫째, 동료신뢰성의 구성요인들은 조직시민행동에 통계적으로 유의미한 영향을 미치지 않는 것으로 밝혀졌다. 둘째, 동료신뢰성의 구성개념 중 성실성 요인만이 조직신뢰에 영향을 미치는 것으로 밝혀졌다. 상기의 분석결과는 대학과 같이 자율성을 중시하고 개인적 역량을 강조하는 조직일수록 그 구성원들이 능력과 배려가 아니라 성실성을 동료신뢰성의 매우 중요한 덕목으로 인식하고 있다는 점을 시사하는 것이라 풀이할 수 있다. 셋째, 조직신뢰는 동료신뢰성과 조직시민행동 간의 관계에 있어 매개효과를 지니고 있다는 사실이 확인되었다. 이와 같은 조직신뢰의 매개효과는 국내외 선행연구(서대교, 2009; 최재욱, 2013; Colquitt, Scott, LePine, 2007)에서 검증된 연구결과와 유사하다. 이러한 사실은 조직신뢰를 형성하고 조직신뢰 수준을 제고하는 것이 조직관리의 성과를 높이는 효과적 방안 중의 하나라는 점을 시사한다.

• 기록학연구
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• 제73호
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• pp.5-46
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• 2022

이 연구는 기록관리 영역에서 공공 전자기록의 증거능력을 근거할 신뢰가치 모델(안)을 개발할 것을 목표로 하였다. 이 연구가 목표로 하는 '공공 전자기록의 신뢰가치 모델(안)'은 전자기록의 생산과 함께 확보되어야 하는 속성에서부터, 연속적인 기록관리과정에서 확인될 무결성, 기록 생산 업무 활동과의 관계에 관한 증거, 생산 시 의도된 대로 얼마나 전자기록을 재현하고 이해할 수 있도록 하는가의 정도 등을 확인할 수 있도록 설계된 모델이다. 이를 위한 모델 개발과정에는, QADEP 신뢰가치 측정 모델을 기초로 활용하였다. QADEP 모델 분석 결과, 진본성과 신뢰성 및 이용가능성의 외적 측정영역 유형의 범주에서 공공전자기록의 신뢰가치를 측정할 수 있는 영역과 지표 및 측정기준을 설계할 것을 결정하였다. 이 방향에 맞추어, ISO 16175-1:2020의 분석을 통해 기초 모델의 측정영역과 지표를 확장 및 구체화하였으며, 공공표준을 샘플로 분석하여 도구화할 수 있도록 측정 체계도 제안하였다. 이 연구는 선행 연구성과에 토대를 두어, 전자기록의 신뢰가치 확립을 위해 갖춰야 할 증거능력 확보에 적용할 수 있는 도구 개발의 가능성을 확인하였다는 의의를 지닌다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제7권7호
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• pp.1569-1584
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• 2013

Ubiquitous interaction in a pervasive environment is the main attribute of smart spaces. Pervasive systems are weaving themselves in our daily life, making it possible to collect user information invisibly, in an unobtrusive manner by known and even unknown parties. Huge number of interactions between users and pervasive devices necessitate a comprehensive trust model which unifies different trust factors like context, recommendation, and history to calculate the trust level of each party precisely. Trusted computing enables effective solutions to verify the trustworthiness of computing platforms. In this paper, we elaborate Unified Trust Model (UTM) which calculates entity's trustworthiness based on history, recommendation, context and platform integrity measurement, and formally use these factors in trustworthiness calculation. We evaluate UTM behaviour by simulating in different scenario experiments using a Trust and Reputation Models Simulator for Wireless Sensor Networks. We show that UTM offers responsive behaviour and can be used effectively in the low interaction environments.

• 유통과학연구
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• 제15권3호
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• pp.81-89
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• 2017

Purpose - Universities are fostering the development of closer relationships with students due to the increase in competition among universities. Universities are placing greater emphasis on relationship quality as a source of competitive advantage. Thus relationship marketing has become an important strategic theme in higher education. The purpose of this study is to investigate the effects of faculty trustworthiness on relationship building process in the context of relationship marketing. For this study, faculty trustworthiness is divided into competence, benevolence, and integrity. And relationship development variables are composed of satisfaction, commitment, positive WOM, and negative WOM. Research design, data, and methodology - To empirically evaluate the proposed research model, this study was carried out using the survey with undergraduate students who were taking business courses. The 270 questionnaires were asked, and a total of 245 respondents provided complete and usable data. The sample consisted of 143 males(58.4%) and 102 females(41.6%). The variables of proposed model were measured on a 5-point Likert scale. The structural equation modeling analysis was used for the hypothesis test. Results - The overall fit of the model was acceptable(χ²=579.7(df=264, P=0.00), GFI=0.935, NFI=0.949, CFI=0.956, RMR=0.040). The results supported 6 hypotheses except for

and

. First, competence and benevolence were positively related to satisfaction, while integrity was not significant. A key result of the analysis was that benevolence has the strongest effect on satisfaction. Second, satisfaction had a positive impact on commitment and positive WOM but didn't significantly affect negative WOM. Third, commitment significantly enhanced positive WOM and reduced negative WOM. Conclusions - This study emphasizes the role of faculty trustworthiness based on a long-term relationship. And the findings suggest that the dimensions of faculty trustworthiness have differing effects on satisfaction. In particular, benevolence is found to be the most important factor. This study provides university managers with the following managerial implications. In order to increase the satisfaction of the students, university managers should focus on the faculty's competence and benevolence. Also, it is important that university managers take a relationship approach to maximize WOM effect.

• Asia Marketing Journal
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• 제18권2호
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• pp.63-93
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• 2016

As one of the most popular forms of electronic commerce, cross-border e-commerce provides numerous consumer benefits, such as broad and deep product assortments at low prices. However, consumers tend to exhibit high involvement in cross-border e-commerce purchases due to high risks associated with such purchases. The paper focuses on identifying causal relationships between e-commerce website traits (i.e., website trustworthiness, interactivity and convenience) and consumer satisfaction and along with loyalty. We proposed a reflective-reflective hierarchical model (first-order reflective and second-order reflective model) and used the Partial Least Square Analysis Statistical method to test the hypotheses. The results demonstrated that website trustworthiness, convenience and interactivity were all positively related to consumer satisfaction. Also, higher satisfaction led to stronger customer loyalty, which may well increase revisit intentions. We also compared the strength of each path from a website trait to satisfaction. Results illustrated that the path from website convenience to satisfaction is the strongest among the three website traits. In addition, we separately examined differences within Korean group and Chinese group. No statistically significant difference among website traits was found within Korean group. However, within Chinese group, we found that website convenience is the most important predictor of satisfaction. This indicates that Chinese consumers are more concerned about the website convenience than interactivity and trustworthiness when they make cross-border e-commerce purchases. Moreover, this study investigated possible differences between Korean and Chinese group. We used multi-group analysis of Smart PLS 3.0 to test the results. It was shown that the two groups do not display statistically significant difference in trustworthiness, interactivity, or convenience in influencing customer satisfaction. Finally, we presented further implications which are useful for understanding of the proposed model. Limitations and improvements of this research were presented, too.

• Journal of Information Technology Applications and Management
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• 제11권2호
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• pp.101-124
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• 2004

The exponential growth of the Internet has been the advent of buying and selling products and services over the Internet. In Korea, electronic commerce including Internet commerce reached a ￦6,534 billion industry in the year 2002. This paper presents the importance of understanding and managing consumer trust to sellers succeed in Internet commerce. We tested a trust model that includes seller's trustworthiness-based factors and consumer's personality-based factors. We found that seller's trustworthiness-based factors lead to greater consumer trust in Internet shopping through the consumer's perceptions about integrity, benevolence, reputation, and size, but consumer's personality-based factors containing five traits, extraversion, agreeableness, conscientiousness, openness, and trust propensity, have not a significant effect on consumer trust. We also confirmed a positive relationship between consumer trust in Internet shopping and consumer intention to buy.

• 한국IT서비스학회지
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• 제11권3호
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• pp.49-65
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• 2012

This study aims to investigate the factors influencing followers' continuous usage intention of twitter based on Elaboration Likelihood Model. In particular, central route(information itself) and peripheral route(twitterian's trustworthiness) are tested to reveal which has a more influential role in effecting the continuous usage intention of power-twitter. Furthermore, this study tests the relationship of users' attitude and continuous usage intention. The results indicate that argument quality, accuracy(central route), source expertise and source trustworthiness (peripheral route) have an influence on attitude. However, trustworthy on central route is not significant. Argument quality, trustworthy, accuracy(central route) and source expertise(peripheral route) have an influence on perceived usefulness. But source trustworthiness on peripheral is not significant. Attitude has an influence on perceived usefulness, and attitude and perceived usefulness both have an influence on perceived usefulness. In conclusion, central route is more influential than peripheral route in forming a positive attitude towards arguments, which in turn leads to the perception of twitter's usefulness, and in the end brings the continuous usage intention of twitter.

• 경영정보학연구
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• 제11권3호
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• pp.83-106
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• 2009

최근 오픈마켓 시장이 빠르게 성장하면서 미지의 판매자들과 불확실한 가운데 거래를 하여야 하는 소비자가 전자상거래 업체에 대해 지각하는 신뢰가 오픈마켓의 주요성공요인 중의 하나로 인식되고 있다. 본 연구에서는 오픈마켓의 소비자 신뢰 모델을 제안한다. 오픈 마켓에서 중개자 특성 및 사이트 특성이 능력, 배려, 무결성의 세 가지 신뢰가치성 요인들에 각각 어떻게 영향을 미치는지 살펴보고 또 이들 신뢰가치성 요인들과 중개자 신뢰 간에 어떠한 관계가 존재하는지 이해하는데 연구의 목적이 있다. 실증분석의 결과에 따르면, 중개자 특성 및 사이트 특성이 모두 신뢰가치성 요인들과 정의 관계가 있는 것으로 나타났다. 또한 신뢰가치성의 세 개 요인 모두 중개자에 대한 전반적인 신뢰와 긍정적인 관계를 갖는 것으로 밝혀졌다. 특히 무결성 요인이 신뢰에 높은 상관관계를 맺고 있는 것으로 나타나 오픈마켓이 소비자 신뢰를 구축하는데 있어 무결성에 더 큰 비중을 둘 필요가 있음을 알 수 있었다. 본 연구의 결과를 바탕으로 오픈마켓 운영사의 소비자 신뢰 구축을 위한 가이드라인을 제시하였다.

• 통상정보연구
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• 제8권1호
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• pp.33-50
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• 2006

This research develops, and empirically test a model for explaining/predicting the Determinants and Satisfaction of Portal Cite in Internet Initiation Page. Also this paper describes a theoretical model for investigating the service quality satisfaction in the Internet Initiation Page. This research is the first to empirical test the causal relationships in determinants of Portal Cite. The model of the satisfaction for Portal Cite are tested here using data from 224 samples. Based on the research model, a comprehensive set of hypotheses is formulated and a methodology for testing them is outlined. some of the hypotheses are tested empirically to demonstrate the applicability of the theoretical model. In examining the relationships of the determinants factors, satisfaction show in significantly by Convenience, Information Provided, Entertainments, Interaction but that show in not significantly by the Trustworthiness, In addition, Portal Cite in Internet Initiation Page shows indirect effect between customer satisfaction and referral.