• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.255-269
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• 2014

This study confirmed structural causal relations among concepts such as characteristics of service-offer, satisfaction, trust, affective commitment, and loyalty and surveyed mediating roles of affective commitment. The results are as follows. First, Customized service and service reliability influenced satisfaction while service competency did not. Service reliability affected trust while customized service and service competency did not. Second, satisfaction influenced trust and affective commitment but not loyalty while trust affected affective commitment and loyalty. Third, affective commitment influenced loyalty through the mediating role. The results mean that the seller-buyer relationship is a dynamic relationship. Finally, we discussed the role of affective commitment and the strategies of affective commitment development, and suggested future studies.

• Asia pacific journal of information systems
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• v.25 no.3
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• pp.500-518
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• 2015

The present research aims to identify the relationship between trust and distrust in an online business environment. To clarify the concepts, cognitive-affective personality system theory was introduced, through which five types of psychological units were proposed. In developing the research model based on the theory, technical effectiveness of the system and content truthfulness of the website were selected as two key stimuli for the coding process of online users. Trust and distrust were selected as mediating factors that generate consequent behaviors. Finally, purchase intention served as a final dependent variable. Assuming that trust and distrust emerge in psychologically different stages, this study hypothesized the mutual causal relationship between trust and distrust, indicating that the relationship will be determined by their contextual emphasis on each dimension. To validate, a survey was conducted with 307 online shopping mall users. Results show that stimuli were more significantly associated with trust. Trust is therefore a more cognitive construct than distrust, and the path from trust to distrust is stronger than that from distrust to trust. This finding implies that the cognitive aspect of trust is stronger than that of distrust. Distrust is rather more affectively emerging than trust.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.541-557
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• 2016

The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships between trust and affective commitment and calculative commitment and customer loyalty in dental service setting. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, it was found that service customization had effect on affective commitment, and service ability had influence on trust, and service empathy impacts on both trust and affective commitment, but calculative commitment was not found to significant path coefficients in relationships with service characteristics. Second, trust had effects on calculative commitment, but not affective commitment. Third, affective commitment and calculative commitment positively had influence on customer loyalty. Therefore, Dental service providers should be increase user confidence by showing empathy and the ability to service. Customer who had formed trust is to build customer loyalty by inducing loyalty directly or by presents a variety of benefits indirectly. The high emotional attachment customer will have to present a suitable marketing strategies to build strong customer loyalty.

• The Korean Journal of Franchise Management
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• v.14 no.4
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• pp.51-65
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• 2023

Purpose: As social interest in environmental issues increases, pro-environmental initiatives are becoming more active in many industry sectors. This study explores how a firm's perceived green brand image affects consumer loyalty through brand trust and attachment. Research design, data, and methodology: The data of 363 respondents aged 20 to 59 who purchased the franchise lunchbox in the last three months were analyzed using SPSS 25.0 and SmartPLS 4.0. Result: Green brand image affects consumer loyalty through cognitive trust, affective trust, and brand attachment. Regarding serial mediations, cognitive trust affects brand attachment only through affective trust and, in turn, consumer loyalty. Conclusions: This study employs the hierarchy of effects theory to explore the role of the perceived green image of the franchise lunchbox brand in prompting consumer loyalty through brand trust and attachment. The eco-friendly initiatives are imperative in establishing a green brand image, given their critical roles in generating consumer brand trust and attachment as well as consumer loyalty in the franchise lunchbox industry. The franchise lunchbox firms should implement environmental initiatives and effectively communicate and actively inform these initiatives to raise perceptions of green brand image and build cognitive brand trust.

• Journal of the Korea Safety Management & Science
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• v.11 no.1
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• pp.193-203
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• 2009

The purpose of this study verifies: the relationships between trust in supervisor and innovative behavior, and mediator effect of the organizational commitment(affective commitment, continuance commitment). In order to verify the relationships and mediator effect, data obtained from 140 employees working in business office in Ulsan Metropolitan City and they were analyzed by using SPSS 12.0. The findings are as follows: First, the relationship between trust in supervisor and the organizational commitment(affective commitment, continuance commitment) is positively related. Second, there was also a positive correlation between affective commitment and innovative behavior. Finally, affective commitment played as a partial mediator on the relationship between trust in supervisor and innovative behavior. However, there was no empirical evidence for the mediating effect of continuance commitment on the relationship between trust in supervisor and innovative behavior. Based on these findings, the implications and the limitations of the study were presented including some directions for future studies.

• Asia pacific journal of information systems
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• v.25 no.4
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• pp.642-661
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• 2015

Interpersonal trust has become essential for online communities because people have managed to be in a situation without face-to-face encounters. To identify the structural relationships between interpersonal trust and learning performance, we analyzed the relationship between two types of trust, namely, cognitive and affective, as well as two dimensions of learning performance, namely, learning satisfaction and knowledge application. We also identified the moderating role of social norms in the relationship between trust and learning performance. Results of analysis are as follows. First, cognitive trust significantly affected the two dimensions of performance. Second, affective trust exhibited a significant effect on learning satisfaction, but did not affect knowledge application. Third, the relationships between the two performance factors were significant and direct. Lastly, social norms appeared to moderate the effects of cognitive trust on knowledge application and affective trust on satisfaction. These findings suggest that organizations, which would like to optimize task-oriented performance of their learning communities, should consider linking strategies between community satisfaction and practical knowledge application.

• The Korean Journal of Franchise Management
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• v.8 no.2
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• pp.37-47
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• 2017

Purpose - Recently, the food service franchise market is experiencing rapid growth and competition is intensifying. Therefore, consumer choice has expanded, and reputation management has become important as a strategy for survival of corporations. Based on previous studies, this research proposed the theoretical framework about the structural relationships among reputation, trust(cognitive trust, affective trust), and loyalty. Research design, data, and methodology - This study examined the structural relationship between reputation, trust, and loyalty from the customer's perspective. Based on comprehensive validation procedures across nine food service Franchise firm types, This study found support for a five-dimensional scale with the following dimensions: Customer Orientation, Employer Brand, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In order to verify the research purposes, research model and hypotheses were developed. The data were collected from 227 food service franchise consumers through online survey. The data was analyzed with SPSS 24.0 and Amos 23.0 statistical program. Result - The results of the study are as follows. First, customer orientation, reliable·financially strong company and product·service quality have significant impact on corporate cognitive trust. And employer brand, product/service quality and social·environmental responsibility have significant impact on corporate affective trust. Second, cognitive trust and affective trust have significant impacts on consumer loyalty. Conclusions - The implications of this study are following as: From the theoretical perspective, this study considers trust as two dimensions such as cognitive and affective, not a single dimension, and identify what dimensions of franchise firms affect consumers' reputation perception and in turn lead cognitive and affective trust, and loyalty. This study also provides several managerial implications. In the franchise market where competition is intensifying, it is very important to analyze the attitudes of consumers in order to gain an advantage in competition with other competitors. In this study, it is meaningful that the study was conducted on consumers who have experience using a restaurant franchise company. Also, reputation is necessary to pay attention to the company because it is an important variable that strengthens with customer through confidence in food service franchise business, and leads loyalty and consumer consumption. Therefore, marketers should develop marketing strategies considering various reputation factors.

• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.1
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• pp.97-113
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• 2023

This study investigates the effect of consumers' trust in communication with online fashion mall avatars on performance expectancy and re-use intention. For the empirical study, 207 adults were surveyed using a 5-point Likert scale, and the results were analyzed with SPSS 21.0. The analysis reveals the following results. First, the factor analysis of trust in communication with the avatar, performance expectancy, and re-use intention revealed cognitive and affective trust as subfactors of the trust in communication with the avatar, while purchase choice expectations and performance expectancy were identified as subfactors of performance expectancy for the avatar. A total of five factors, including re-use intention, were recognized. Second, the trust in communication with online fashion mall avatars significantly positively affected performance expectancy for the avatar. Among the subfactors, cognitive trust was determined to have a greater influence on purchase choice expectations than affective trust. Third, the performance expectancy for the online fashion mall avatar significantly positively affected re-use intention. Notably, the subfactor performance expectancy had a greater influence than purchase choice expectations. Finally, trust in communication with online fashion mall avatars significantly positively affected re-use intention. Accordingly, the sub-factor cognitive trust had a greater influence on re-use intention than affective trust. The results of this study are academically significant in that they empirically test the influence relationship between trust in communication, performance expectancy, and re-use intention, considering the personal characteristics of online fashion mall avatars on consumers using the Meta-UTAUT model in the fashion field.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.4
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• pp.583-599
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• 2022

This study aims to clarify the implications of rapidly growing live commerce in China by examining the multifaceted aspects of social presence, in particular to help small commerce operators and platform companies. It examines the effect of cognitive and affective social presence on consumer engagement by evaluating consumption values and trust in streamers. In this survey study, the responses of 221 individuals residing in large cities of China were analyzed using structural equation modeling. The results showed that cognitive social presence had a positive effect on consumer engagement by mediating the utilitarian value and trust in streamers. Furthermore, affective social presence had a positive effect on consumer engagement through the hedonic value and trust in streamers. Thus, our research provides a new perspective to approaching a multidimensional social presence and understanding consumer behavior in live commerce. Moreover, it contributes to the application and expansion of social presence theory in this field.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.12
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• pp.8210-8221
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• 2015

The goal of this study is to examine the effects of a leader's behavioral integrity on subordinates' intention to leave with the mediating roles of their cognitive and affective trust in their leader. After collecting data from 357 employees in a variety of organizations, we tested hypotheses with structural equation modeling(SEM). This study shows that there are statistically significant relationships among a leader's behavioral integrity, subordinates' cognitive/affective trust and intention to leave. A leader's behavioral integrity with the fully mediating roles of subordinates' cognitive and affective trust affects on their intention to leave negatively. Limitations in this study and suggestions for the future study are discussed.