• Proceedings of the CALSEC Conference
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• 2001.02a
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• pp.331-341
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• 2001

■ 전자상거래: 서로 보지 않고 하는 거래 온라인 범죄 (Online Fraud) 급증 ■ 전자상거래 최대의 걸림돌: 신뢰 · 62% cited trust as the top E-commerce barrier - Authentication was key to 60%; Privacy was key to 56% · (1999 ITAA and E＆Y Survey) 인터넷을 신뢰의 공간(Trust Network)으로 만들자. (OECD의 Global Theme, 1998. 10) ■ 전자상거래 신뢰 확보 → 인증기관 출현(중략)

• Information Systems Review
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• v.17 no.3
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• pp.159-181
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• 2015

This study proposes a comprehensive model of purchasing intention of customers in agricultural products online shopping malls. In this study, we derived the factors through the literature reviews and logical reasoning and classified the factors as a business point of view, an information systems point of view and an agricultural characteristics point of view, and developed the integrated research model which is the factors affect purchase intentions by mediating trust and the perceived usefulness. A total of 329 samples of a valid survey data from the members of small agricultural online shopping malls were collected and the research model was empirically analyzed by a confirmatory factor analysis and path analyses using structural equation modeling with the data. The results show that the product quality and the service quality of the business point of view have effects on the trust, however the price adequacy and entertainment have no effect on the trust and the perceived usefulness respectively, also the advertising exposure has no effect on the trust but it has an effect on the purchase intention directly. The information quality and the ease of use of the information systems point of view have an effect on the trust and perceived usefulness. At last, the seasonal product of the agricultural characteristics point of view has effects on perceived usefulness but the regional brand has no effect on the trust. The results of this study provide strategic implications for successful development and operation of agricultural products online shopping malls.

• Journal of Internet Computing and Services
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• v.8 no.4
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• pp.137-147
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• 2007

As Web-based online communities are rapidly growing, the agents in social groups need to know their measurable belief of trust for safe andsuccessful interactions. In this paper, we propose a computational model of trust resulting from available feedbacks in online communities. The notion of trust can be defined as an aggregation of consensus given a set of past interactions. The averagetrust of an agent further represents the center of gravity of the distribution of its trustworthiness and untrustworthiness. And then, we precisely describe the relationship between reputation, trust, and averagetrust through a concrete example of their computations. We apply our trust model to online internet settings in order to show how trust mechanisms are involved in a rational decision-making of the agents.

• Proceedings of the Korea Information Processing Society Conference
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• 2018.10a
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• pp.596-598
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• 2018

본 논문은 온라인 교육매칭 플랫폼의 교육자에 대한 신뢰도 파악을 위한 리뷰분석 자동화 시스템을 설계한 논문이다. 웹 크롤링을 통해 비정형 데이터인 교육자에 대한 리뷰를 수집 및 파싱을 통해 데이터 베이스화 한다. 수집한 리뷰 데이터와 SO-PMI를 이용해 온라인 교육자 신뢰도 파악을 위한 맞춤형 감성사전을 구축하고자 한다. 구축한 감성사전을 이용해 리뷰를 수치화해 교육자와 피교육자 매칭 시신뢰성 향상에 도움을 주고자 한다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.4
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• pp.161-178
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• 2019

The purpose of this study is to analyze the effect of characteristics of the online shopping mall website and the service quality factors required on the online service on the reliability and repurchase intention. Through this, the key customer response service and operation management strategy can be proposed for the growth of kidult online shopping mall which is continuously spreading. Also, implications for development direction can be suggested. For this purpose, the ES-QUAL and E-Rec-S-QUAL factors proposed by Parasuraman et al.(2005) were set as independent variables, as well as professionalism, diversity, playfulness, and personalization, and website reliability as a mediating factor, and repurchase intention as a dependent variable. For the analysis, a structured questionnaires survey was conducted to 200 domestic online shopping mall users. The main results are as follows. First, the professionalism, personalization in the characteristics, and service quality factors had positive effects on website reliability. Second, playfulness, personalization in the characteristics, and service quality factors had positive effects on repurchase intention. Third, website reliability had a positive effect on repurchase intention. Fourth, website reliability was found to mediate the relationship between predictive (independent) variables and dependent variables. The above results show that if a professional online shopping mall is equipped with online service quality and establish personalization through enhancing the professionalism, the online shopping mall can form a website reliability and expect to build continuous relationship with customers. In addition, implications can be suggested for future customer response service and operation management strategies.

• CRM연구
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• v.2 no.1
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• pp.15-32
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• 2009

Companies consider customers as an equity, which is expected to increase customer loyalty. However, customer loyalty does not linearly increase in real world by the customer equity always. This research investigates a mediating variable which influence the relationship between customer equity drivers and customer loyalty. We focus on customer value as a customer equity driver which is the most basic factor among customer equity drivers. We examine that online trust as a mediator between the customer value and customer loyalty in on online shopping mall context. Customer value consists of perceived convenience, quality, and price. Findings indicate that online trust mediates the relationship between customer value and customer loyalty. Especially, online trust perfectly mediates the perceived convenience and the perceived quality. The perceived convenience influences online trust most significantly and perceived quality and perceived price are following in the order of strength. Our results implicate that online trust is an important mediator of the relationship between customer equity and customer loyalty in online shopping mall context and need to be managed as a customer relationship management index to increase customer loyalty. In addition, perceived convenience is the most important factor to increase online trust in matured online market.

• Journal of the Korea Society of Computer and Information
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• v.26 no.1
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• pp.217-222
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• 2021

Recently, trust in online transactions and corporate trust are most important at the corporate level as social overhead capital in commercial transactions using digital devices such as online, mobile, and SNS platforms. Therefore, this study used data from the Korea Consumer Agency's consumer policy indicators to identify the impact of digital consumption trust and corporate responsibility trust on the satisfaction of information and communication products and services. According to the analysis, trust in digital consumption conditions and responsibility of companies have a positive impact on satisfaction of information and communication devices and satisfaction of information and communication services. In addition, it was found that trust in corporate responsibility has a greater impact on satisfaction of information and communication devices and satisfaction of information and communication services than trust in digital consumption conditions. Theoretical and practical implications for these findings and suggestions for future research were presented.

• Journal of the Korea Convergence Society
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• v.12 no.7
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• pp.7-17
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• 2021

This study investigated the effect of size recommendation technology convergence on purchase intention mediated by information credibility and satisfaction. The survey for this study was conducted on Amazon Mechanical Turk targeting U. S. residing women aged 18 to 60 years old who have never used size recommendation technology. They experienced the size recommendation technology in the provided web page and returned to the survey to answer the questionnaire. The analysis was done with 213 surveys using SPSS 27.0 and Process Macro (model 6, 5,000 Bootstrapping sample). The dimensions of service quality were found to be responsiveness and ease of use, and both have a significant effect on purchase intention through information credibility and satisfaction.

• The Journal of the Korea Contents Association
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• v.19 no.3
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• pp.171-182
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• 2019

As online shopping malls continue to grow in popularity, various chances of consumption are provided to customers. Customers decide the purchase by exploiting information provided by shopping malls such as the reviews of actual purchasing users, the detailed information of items, and so on. It is required to provide objective and reliable information because customers have to decide on their own whether the massive information is credible. In this paper, we propose a personalized recommendation method considering an item confidence to recommend reliable items. The proposed method determines user preferences based on various behaviors for personalized recommendation. We also propose an user preference measurement that considers time weights to apply the latest propensity to consume. Finally, we predict the preference score of items that have not been used or purchased before, and we recommend items that have highest scores in terms of both the predicted preference score and the item confidence score.

• Proceedings of the Korean Society of Computer Information Conference
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• 2014.01a
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• pp.435-438
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• 2014

본 논문에서는 중국의 소비자가 e-비즈니스에 대한 행태를 설문조사를 통해 분석하고 있다. 본 연구에서는 크게 e-비즈니스에 대한 만족감, 신뢰도, 개인정보유출에 대한 태도, 그리고 온라인 소비에 대한 제약 요인 네 가지 측면에서 조사하였다. 조사결과에 의하면 중국의 소비자는 e-비즈니스 이용에 대해서는 비교적 만족하고 있으나 상대적으로 e-비즈니스에 대한 신뢰도는 만족감보다 낮게 나타나고 있다. 개인정보유출에 대해서는 비교적 긍정적이지만 남성보다는 여성이 상대적으로 소극적인 태도를 보이고 있다. 그리고 온라인 소비를 제약하는 가장 중요한 요인으로 제품의 품질에 대한 보장으로 나타났다. 이는 온라인 거래에 있어서 제품에 대한 보장이 결국은 e-비즈니스의 신뢰도를 높이는 가장 중요한 조건으로 해석할 수 있다.