• Proceedings of the Korean Society of Computer Information Conference
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• 2011.06a
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• pp.377-379
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• 2011

기존의 오프라인보다 인터넷 쇼핑몰의 고객유지가(retention)가 중요해지는 상황에서, 기존의 백화점에서 쇼핑하는 쇼핑객들이 중요하게 생각하는 개념과 인터넷 쇼핑을 이용하는 인터넷 이용자들이 중요하게 생각하는 개념을 비교하면서 지각된 가치(perceived value)가 고객만족(customer satisfaction), 신뢰(trust)에 미치는 영향에 관한 구조적 관계를 설정하고 온라인과 오프라인쇼핑몰에 대해 비교 분석한 결과는 다음과 같다. 인터넷쇼핑몰의 경우에는 고객이 만족하면 신뢰감이 생긴다. 오프라인쇼핑몰에서는 고객만족하면 신뢰의 중요성이 낮게 나타난다. 인터넷 기업과 오프라인쇼핑몰 기업 측면에서 고객만족과 신뢰를 확보할 수 있는 전략적 가이드를 제공한다.

• The Journal of the Korea Contents Association
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• v.9 no.8
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• pp.412-422
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• 2009

With the development of the Internet, online community has been made possible to buy a product in hotel industry. It is expanded gradually the customers buy various banquet services as well as guest rooms or restaurant use. From the 1950s, research has been conducted on trust and various study is achieved in connection with in social psychology or industry marketing. But there is much to be desired on research on trust in on/off-line company and customer's repurchase intention. Verifying the study model and hypothesis established through proceeding research, we would like to know that whether trust in on-line basis can be connected with the trust that already formed about the hotel in off-line basis. Furthermore, how on-line and off-line trust made in hotel industry can affects to customer's repurchase intention. The trust between on-line basis and off-line basis in hotel industry is mutually related. The trust based on off-line hotel company also affects to customer's repurchase intention. But, on-line trust in hotel industry is not related to the customer's repurchase intention.

• The Journal of the Korea Contents Association
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• v.16 no.5
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• pp.428-439
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• 2016

It becomes undeniable trends that offline shopping stores operate their own online shopping stores too. The multi-channel shopping stores like this allow consumers to have much choices to shop from either offline channel or online channel. This trend, however, also opens new research issues. Especially, we have found from literature survey that a new research model is necessary for more in-depth study of the consumer behavior analysis in the multi-channel trends like this, where those constructs such as offline trust, uncertainty, switching cost, and individual negative emotion are considered. It is noted, especially in the multi-channel environments, that uncertainty and switching cost need to be considered, and that individual tends to feel negative emotion much more. By relying on 406 valid questionnaires, we obtained empirical results such that switching cost and offline trust have a positive effect on continuance intention, and uncertainty tends to increase switching cost. Individual negative emotion also affects continuance intention significantly.

• Proceedings of the Korea Contents Association Conference
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• 2010.05a
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• pp.250-252
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• 2010

오프라인의 신뢰성 높은 인맥데이터와 편리성과 확장성이 높은 온라인 인맥데이터를 통합 관리함으로써 한국인의 정서에 맞는 온 오프라인 통합 인맥관리시스템에 대한 연구가 필요한 시점이다.

• Informatization Policy
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• v.18 no.4
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• pp.59-84
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• 2011

In the 21st century, Internet information has a huge impact on citizens' participation in public policy process and trust in government. If the quality of Internet information is more positively perceived, the impact will be greater. In order to identify that causal relation, we construct the elements which make up the quality of Internet information and then analyze the impact of that quality on citizens' participation in public policy process and trust in government. First, positive perception about the quality of Internet information increases online participation and decreases offline participation in public policy process. Second, online participation activates offline participation significantly. Third, offline participation has a negative impact on trust in government. In sum, the quality of Internet information activates online participation, which, in turn, contributes a lot to an increase in offline participation and eventually weakens trust in government. On the other hand, the improved quality of Internet information weakens offline participation in public policy process and could contribute to the improvement of trust in government.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.143-167
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• 2006

Despite the popularity of e-commerce, the understanding of preferred product types for information searches and purchase on the internet are not sufficient. This paper studies the effect of risk perception on information search behavior through online only, offline only, and on-offline together. Specially, this study classifies product types into search goods, experience goods, and credence goods. The study attempts to determine how the relationship between the perceived risk and the information search is influenced by the product knowledge level. The results show that the higher the risk perceptions about experience goods and credence goods, the more the consumer searches information through online and offline together when the consumer's knowledge level is low. When the consumer's knowledge level is high, however, the higher the risk perception regarding search goods, the more the consumer searches information through online only.

• Proceedings of the Korean Information Science Society Conference
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• 2003.04a
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• pp.503-505
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• 2003

현재 인터넷을 통한 상대방의 신뢰성을 보장해 주는 인증서 사용이 빈번해지고 있다. 그러나 오프라인상의 전자문서는 상대방의 신뢰성 보장과 전자문서의 위변조의 위험성이 많다. 또한 전자문서는 오프라인상의 이동성에 제악을 받게 된다. 본 논문에서는 이러한 문제를 해결하고, 사용자가 온라인과 오프라인에서도 사용하게 편리하도록 문서내용, 문서작성자의 인증서 그리고 전자서명값을 이차원 바코드로 변환하여 출력된 전자문서에서 상대방의 신뢰성과 문서의 무결성을 보장하도록 제안한다. 제안된 시스템에서는 문서내용, 문서작성자의 인증서, 전자서명값을 변환해 출력문서에 이차원 바코드를 첨부하게 된다. 출력된 문서에서 첨부된 이차원 바코드를 스케닝 하고 문서내용, 문서작성자의 인증서 그리고 전자서명값을 얻어오고 검증을 통해 위변조 여부 판단하여 상대방의 신뢰성과 문서의 무결성을 확인 하도록 한다.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.365-371
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• 2007

인터넷 쇼핑 시장의 확산과 함께 소비자들은 이전보다 더욱 다양한 형태의 인터넷 쇼핑몰을 접할 수 있게 되었다. 따라서, 소비자들은 다양한 쇼핑몰의 선택의 기로에 서게 된 반면, 인터넷 쇼핑몰 업체의 입장에서는 고객의 유지가 매우 중요하다. 특히, 오프라인 기반을 갖춘 Brick & Clicks 인터넷 쇼핑몰의 경우에는 오프라인 고객을 온라인상에서도 그대로 유지하길 바랄 것이다. 그러나, 실제로는 많은 고객들이 오프라인 쇼핑몰과 온라인 쇼핑몰을 동일하게 이용하는 Brick & Clicks 쇼핑몰을 선택보다는 인터넷 상의 순수한 Pure-play 쇼핑몰을 선택하기도 한다. 이에 본 연구에서는 소비자가 Brick & Clicks 인터넷 쇼핑몰이나 Pure-play 인터넷 쇼핑몰을 선택하는 행동에 대해 스키마 관점에서 살펴보고자 한다. 본 연구에서는 인터넷 쇼핑몰에 대한 스키마 형성에 신뢰, 구조적 확신, 관계혜택이 영향을 준다고 보고, 총 514여명의 인터넷 쇼핑몰 사용자를 대상으로 실증분석을 하고 결과를 도출하였다. 분석결과 Pure-play 인터넷 쇼핑몰이 고객에게 더 높은 평가를 받는 것으로 나타나 Brick & Clicks 인터넷 쇼핑몰의 특화가 필요한 것으로 판단된다.

• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.159-181
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• 2004

The purposes of this study are following. First, we want to review the relationship between trust and precedent variables including shared value, communication and opportunistic behavior in the on-line and off-line channel. Second, building the relationship among variables from previous research, we develop the research model. Third, based on the empirical analysis, we want to build the relationship among variables. Fourth, based on results of analysis, we want to elicit implications for marketing management from the trust in on-line channel in order to enhance the relationship commitment and customer loyalty. Theoretical implications of this study are following. First, under the multiple channel retailing environment, trust in on-line channel is influenced by the trust in off-line channel that the company is operating. Previous researches couldn't found this result because these researches divided on-line and off-line channel separatedly, Second, under the multiple channel retailing environment, on-line or off-line relational attributes including shared value, opportunistic behavior and communication have a effect on trust or relationship commitment So, shared value, opportunistic behavior and communication are very important variables having a effect on trust and relationship commitment in not only off-line channel but also on-line channel. Third, trust and relationship commitment were important mediate variables in multiple channel environment. This result goes with previous researches in single channel.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.598-613
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• 2008