• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.416-423
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• 2020

This study examined parental education efforts on teacher confidence in parents of children attending elementary and middle school in Seoul. The effects of parents' educational efforts on teacher trust were examined to examine the mediating effects of parental school trust and local education satisfaction. The major findings of the study were as follows. First, parental education efforts had a positive (+) effect on teacher trust. Second, there was a mediating effect of school trust in parental educational efforts and teacher trust. This implies that the parental educational efforts directly affect teacher trust, but indirectly influence teacher trust through school trust. Finally, it was found that mediation effect of satisfaction of local education was found in the relationship between child education effort and teacher trust. This implies that parents effort directly affects teachers' trust, but indirectly influences teacher trust through local schooling satisfaction. Through these results, implications for educational and welfare aspects were discussed.

• Management & Information Systems Review
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• v.35 no.4
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• pp.155-168
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• 2016

The purpose of this study is to empirically examine the structural relationships among colleague trustworthiness, organizational trust and organizational citizenship behaviors(OCB). To conduct such examination, the author (i) designated colleague trustworthiness, organizational trust and OCB as variables and (ii) designed a research model by conducting preceding studies on the variables. To examine the research model the author collected the survey data from the 2 universities employees, 134 copies of questionnaire. Collected data were analyzed using SPSS and AMOS programs. The analysis results are as follows. Especially, (1) there was no statistically significant relationship between colleague trustworthiness and OCB. (2) it was found that higher degree of integrity the constructs of colleague trustworthiness would lead to higher degree of organizational trust. (3) organizational trust has been found to exert mediating effect on the relationship between colleague trustworthiness and OCB. The implication and limitation which this study are as follows. First, this study has discovered that organizational trust is the important mediating variable that affect the process of relationship between colleague trustworthiness and OCB. This study have limitation in that was conducted based on cross-sectional design of research. Because, the formation of trust is a dynamic process.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.136-148
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• 2022

This study aims to examine the effects of customer experience on the relationship between brand trust and customer experience. The survey was conducted on consumers who experienced chatbot service through internet shopping mall, and the research hypothesis was verified by analyzing the final 299 questionnaires. The results of the study showed that the customer experience using chatbot service had a positive effect on chatbot trust, had a positive effect on shopping mall trust, seller trust and brand trust through the mediating role of chatbot trust, and the social presence of chatbot had a moderating effect in the trust transfer. This study provides a theoretical basis that customer experience of chatbot service has positive effect on brand trust through chatbot trust, and suggests implications in that chatbot service can be an important means of marketing. In future studies, various studies related to chatbot trust are needed.

• Journal of the Korean Society for information Management
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• v.24 no.1 s.63
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• pp.227-250
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• 2007

With the advent of social networking activity on the Internet, online community sites are becoming more popular. The main purpose of this study is to empirically investigate the influence of intermediary trust and system trust on the forum activity trust and information quality satisfaction. We assume that the intermediary trust and system trust come from the online community site itself, while the forum activity is made within a specific forum allowed on the online community site, and therefore forum activity trust and information quality satisfaction are related to a specific forum. The 591 valid questionnaire data were gathered from the users acting in forums allowed on the Samsung Economic Research Institute (SERI) (www. seri.org). The empirical results are as follows. First, the SERI intermediary trust and its system trust have positive influence on the SERI forum information quality, system quality, and perceived effectiveness. Second, the SERI intermediary trust contributes to reducing the SERI forum perceived risks, while the SERI system quality does not. Third, the higher the SERI intermediary trust is, the higher the SERI forum trust and information quality satisfaction increase.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.6
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• pp.81-87
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• 2015

The purpose of this study is to explore the relationships among CSR activities, relationship quality, and organizational performance in an exclusive Liquor licensed Wholesalers in Korea. In this research, CSR activities consists of four factors including characterizes(consumer, economy, philanthropy, and environment). First, this study investigated how CSR activities affected both Honesty Trust and Reciprocity Trust, second analyzed how both Honesty Trust and Reciprocity Trust influenced organizational performance. The data were obtained from a questionnaire handed out to a random sample of 95 individuals that exclusive license operators. With the information obtained, and after the scales validation process, PLS(Partial Least Square) has been conducted. The analysis results indicate that CSR activities, relationship quality, and organizational performance in an exclusive license operators. According to the analysis, first, both economy and environment affect both Honesty Trust and Reciprocity Trust. second Honesty Trust affect organizational performance. Finally, based in the findings of this study, theoretical contribution and managerial implications are discussed.

• The Journal of the Korea Contents Association
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• v.15 no.3
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• pp.370-377
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• 2015

Organizational trust (OT) plays a substantial role to attain competitive advantages. It is an effective way to enhance organizational effectiveness. OT makes employees to have a positive emotion toward a firm, also it contributes employees to bring a spontaneous behavior. The purpose of this study is to investigate the relationships among OT, organizational commitment (OC), and organizational citizenship behavior (OCB) theoretically and empirically. A total of 228 cases in 15 Chinese companies are used for empirical analysis. The results show that OT has a positive effect on OC and OCB. It is suggested that OT is an important variable to improve emotional and continuance commitment. Also the results reveal that OCB is a meaningful dependent factor that is affected by OC.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.411-419
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• 2012

This study is focusing on factors influencing trust in power blogs, and the effect of trust on users' attitude and purchase intention. The research model is based on the theory of online trust formation process and content quality. The statistical analysis was conducted through the survey of 122 power blog users. Research findings show that scope, accuracy, uniqueness, links, quality of wring, and reputation of power blogs significantly affect trust. Also, trust was found to have a significant influence on the users' attitude and purchasing intention on products/services.

• Journal of Convergence for Information Technology
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• v.8 no.2
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• pp.157-162
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• 2018

The purpose of this study is to evaluate the level of trust by financial consumers and attempt to investigate the determinants that influence consumer trust in internet-only banks. For this aim, I conducted an empirical study and the survey results was used to test a structural equation model that analyzed the financial consumer trust and estimated the level of trust for internet-only banks. As a result of the analysis, the three most effective determinants of trust were security, convenience and benefit. Also, the level of financial consumer trust for the internet-only banks, based on the three factors, was later extended to relationship commitment such as renewal and recommendation intentions. Therefore, Internet-only banks need to focus on promoting their trust more effectively for future sustainable growth.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.454-460
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• 2021

This study attempted to empirically analyze how the use of portal news is related with user's social credibility levels. 1100 subjects were sampled and online-surveyed. The amount of news usage and level of social credibility were measured respectively by the PNRBS(Portal News Readership Behavior Score) and SCI(Social Credibility Index) which were developed by the researcher. The results show that the relationship between scocial credibility and portal new use is not a linear but some V type. In terms of the mean score of social credibility index, non-portal news user is the highest while the light user is the lowest and the heavy user is the second highest.

• 한국벤처창업학회:학술대회논문집
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• 2019.04a
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• pp.171-173
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• 2019

본 연구의 목적은 조직구조와 조직문화, 윤리의식의 특성을 분석하고 조직갈등과 상사신뢰, 조직효과에 영향을 미치는 요인을 건설기업의 조직원을 대상으로 규명하고자 한다. 지금까지의 기업은 조직효과를 높이기 위하여 주로 조직구조나 조직문화를 중심으로 연구와 평가를 해왔다. 특히 윤리의식이 많은 이슈가 되고 있는 현대사회에서 기업은 윤리경영으로 얻은 신뢰를 통해 경쟁력을 높여 지속경영을 가능케 하고자 노력하고 있다. 이에 기업조직의 윤리의식이 조직갈등과 상사신뢰, 조직효과에 정(+)의 영향을 미치는 것을 확인하여 이를 바탕으로 국내 건설기업의 조직효과성 제고를 위한 실질적인 방안들을 모색 할 수 있다.