• 한국IT서비스학회지
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• 제12권3호
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• pp.39-54
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• 2013

IT consulting is becoming a norm rather than exception in this age of smart work and information revolution. As IT consulting is one of the knowledge intensive services requiring high credence on both sides, maintaining a good trustful relationship is critical in sustenance of strategic partnership between business firms and IT service firms. Trust is known to be one of the salient constructs in service relationships. In this study, building from the social psychology literature, trust is conceptualized as two dimensions : cognitive and affective trust. Using two dimensions of trust as mediators, a research model is constructed for IT consulting specific context : relationship continuance intention as the dependent construct while expertise, service performance, reputation, relationship satisfaction and value similarity as antecedents of cognitive and affective trust. 145 data points were collected through a survey of IT service client project managers retrospectively asking their experience with IT consultants. Findings suggest that cognitive trust is associated with perceived level of expertise and service performance while affective trust with relationship satisfaction and value similarity, respectively. Interestingly, the paths from reputation are found to be statistically insignificant towards both dimensions of trust, indicating IT service context would be more practically outcome oriented than any other professional service context. Also, cognitive trust seems to maintain stronger influence on relationship continuance intention as anticipated. Implications and limitations are discussed at the end.

• 한국콘텐츠학회논문지
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• 제17권11호
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• pp.525-532
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• 2017

본 연구는 모바일 간편결제서비스의 품질(시스템품질, 서비스품질)이 신뢰(인지적 신뢰, 감정적 신뢰)형성에 어떤 영향을 미치며, 신뢰가 만족도에 어떤 영향을 미치는지를 파악하고자 하였다. 또한 신뢰가 만족도에 영향을 주는 과정에서 성별의 조절효과를 살펴보았다. 분석을 위해 설문조사를 실시하였으며, SmartPLS를 이용해 188개의 데이터를 분석하였다. 연구결과 시스템품질은 인지적 신뢰에 영향을 미치며, 서비스품질은 인지적 신뢰와 감정적 신뢰에 영향을 미쳤으며, 인지적 신뢰와 감정적 신뢰 모두 만족도에 영향을 미치는 것으로 나타났다. 그리고 남성은 인지적 신뢰가 만족도에 미치는 영향이 더 강하게 나타났으며, 여성은 감정적 신뢰가 만족도에 미치는 영향이 더 강하게 나타났다.

• 한국콘텐츠학회논문지
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• 제12권9호
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• pp.293-310
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• 2012

본 연구의 목적은 탐색속성의 의류서비스, 경험속성의 미용서비스, 신뢰속성의 치과서비스 등을 대상으로 서비스제공자의 서비스제공과 관련된 서비스역량, 반응성, 신뢰성 특성이 소비자의 인지적 신뢰에 미치는 영향과 서비스제공자의 개별고객화 특성이 소비자의 감정적 신뢰에 미치는 영향을 확인하고 설명하는 것입니다. 또한 인지적신뢰가 감정적신뢰 및 고객충성도에 미치는 영향과 감정적신뢰가 고객충성도에 미치는 영향을 확인하고 설명하는 것이다. 본 연구에서 설문은 의류서비스, 미용서비스, 치과서비스의 이용 경험이 있는 소비자를 대상으로 표본을 수집하였다. 수집된 자료는 AMOS 18과 SPSS win 19.0 통계패키지를 이용하여 제기된 연구가설을 검증하였다. 분석결과로는 첫째, 의류서비스에서 서비스제공자의 반응성 특성은 소비자의 인지적신뢰에 영향을 주었고, 이는 다시 감정적신뢰에 영향을 주었다. 그러나 고객충성도에는 영향이 없는 것으로 확인되었다. 둘째, 미용서비스에서 서비스제공자의 서비스역량 특성과 신뢰성 특성은 소비자의 인지적신뢰에 영향을 주었고, 개별고객화 특성은 소비자의 감정적신뢰에 영향을 주었으며, 인지적신뢰 및 감정적신뢰 모두 고객충성도에 영향을 주는 것으로 확인되었다. 셋째, 치과서비스에서 서비스제공자의 신뢰성 특성은 소비자의 인지적신뢰에 영향을 준 반면, 개별고객화 특성은 소비자의 감정적신뢰에 영향을 주었다. 그러나 소비자의 인지적신뢰는 고객충성도에 영향을 준 반면, 감정적신뢰는 고객충성도에 영향이 없는 것으로 확인되었다.

• 경영정보학연구
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• 제16권1호
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• pp.51-71
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• 2014

IT서비스는 지식서비스의 일종으로서 다른 분야의 전문가들이 모여서 함께 프로젝트를 수행하는 관계로, 제대로 된 성과를 내기 위해서는 구성원들간의 신뢰의 형성이 중요하다. 본 연구에서는 기존 IT서비스 연구들에서 다루었던 신뢰의 내부구조를 좀 더 세분화하여 인지적 신뢰와 정서적 신뢰로 구분하여 프로젝트 성과에 미치는 영향을 살펴보았다. 인지적 신뢰에 영향을 미치는 선행요인으로는 기술과 업무전문성을, 정서적 신뢰에 영향을 미치는 선행요인으로서는 사회적 유대감과 관계갈등을 선정하였다. 팀워크에서 중요한 커뮤니케이션으로는 두 가지 신뢰에 다 영향을 미치는 것으로 가설을 설정하였다. 연구모델의 실증을 위하여 IT프로젝트팀 리더를 대상으로 설문지법으로 자료를 수집하였고, 수집된 자료는 Smart PLS를 사용하여 분석하였다. 분석결과 인지적 신뢰에 영향을 주는 요인으로 업무전문성이 기술전문성에 비해서 상대적으로 큰 영향력을 미쳤고, 갈등은 정서적 신뢰에 부정적인 영향을 미치는 것으로 나타났다. 커뮤니케이션은 인지적 신뢰와 정서적 신뢰에 각각 긍정적 영향을 미치고 있었으며, 더불어 인지적 신뢰가 정서적 신뢰형성의 선행요인으로 확인되었다. IT프로젝트 성과에는 인지적 신뢰뿐만 아니라 정서적 신뢰도 양(+)의 영향을 미치고 있으므로 성공적인 프로젝트를 위해서는 정서적 신뢰도 간과해서는 안 될 것이다. IT프로젝트의 성공요인으로의 인지적 신뢰와 정서적 신뢰가 각각 하나의 영향력을 가진 요인임을 알아냄으로서 향후 기업에서는 IT프로젝트 구성원들간의 신뢰형성에 노력을 기울이되 인지적 신뢰가 정서적 신뢰의 매개요인임을 고려하여 구체적인 커뮤니케이션을 진행하는 것이 바람직할 것이다.

• 유통과학연구
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• 제22권7호
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• pp.95-106
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• 2024

Purpose: This study explores the effect on supply chain agility and logistics performance of building mutual trust between manufacturing companies that have adopted supply chain management. Previous studies have categorized trust into affective and cognitive types, and speed, flexibility, and responsiveness are recognized as subfactors of supply chain agility. Methodology: A survey gathered responses from employees of domestic manufacturing firms with supply chain management implementations. 254 valid responses underwent statistical analysis using structural equation modeling (SPSS 23.0 and AMOS 23.0). Results: Affective trust positively influences speed and responsiveness but not flexibility. Cognitive trust positively affects speed, flexibility, and responsiveness. Supply chain agility positively impacts logistics performance. However, neither affective nor cognitive trust significantly influences logistics performance. Conclusions: The study suggests that cognitive trust based on capabilities is more important than affective trust for flexibility in corporate relationships, a subfactor of supply chain agility. However, trust alone cannot enhance corporate performance. This research is significant as it examines the roles of trust and agility in the context of the COVID-19 pandemic, which has exacerbated the manufacturing business environment.

• 산경연구논집
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• 제10권5호
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• pp.59-66
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• 2019

Purpose - Many studies show that dissatisfied customers are silent rather than expressing complaints directly to firms. Although silent voices are pervasive in service failure, they have received little attention from researchers. Silence implies a multidimensional nature, not just the opposite of voice. This study focuses on two types of silent students in higher education: acquiescent silence and defensive silence. This study also proposes cognitive trust and affective trust as variables affecting student silence. The objective of this study is to analyse the effects of trust types on student silence and exit intention. Research design, data, and methodology - To test the proposed model, this study conducted a survey with undergraduate students who selected silence in a dissatisfied relationship with a professor. Respondents were asked to respond to the questionnaire, recalling the dissatisfaction at that time. A total of 300 students was surveyed from whom 275 completed questionnaires was obtained. The structural equation model analysis was used for the hypothesis test. Results - First, cognitive trust was negatively related to acquiescent and defensive silence. Second, affective trust was negatively related to acquiescent and defensive silence. Third, cognitive trust was negatively exit intention, but affective trust didn't significantly reduce exit intention. Forth, acquiescent silence was positively related to exit intention, but defensive silence didn't have a significant positive impact on exit intention. Thus, a key result of this analysis was that acquiescent silence enhances exit intention. Conclusions - The findings of the study provide a better understanding of the types of silence, and the role of trust, thus furthering the implication of student reactions to dissatisfaction. In particular, this study is meaningful in that it confirms the value of student silence in the context of complaint management. Acquiescent silence should be more importantly managed because it has stronger negative motive than defensive silence. Acquiescent silence is reduced through various channels(mail, telephone, counseling) that can express complaints. Cognitive trust and affective trust are a essential factors in reducing silence. Also, in explaining exit intention, cognitive trust plays a more important role than affective trust.

• Asia pacific journal of information systems
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• 제25권3호
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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.

• Asia pacific journal of information systems
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• 제24권3호
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• pp.393-415
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• 2014

This study examines the dynamics of trust and distrust at different price levels. We first note that trust and distrust are built with cognitive and affective foundations, and price is viewed as a financial burden or product quality information. Then, we relate price changes to trust and distrust, and hypothesize their interactions: price as a quality cue will positively moderate the cognitive dimension of trust, whereas price as financial burden will negatively moderate the affective dimensions of trust and distrust. We surveyed 263 online mall shoppers in Korea. Among our eight hypotheses, six are fully supported and two are partially supported. The result shows that price perception interacts with both the cognitive and affective dimensions of trust and distrust, but its specific impacts are distinguished by the price perceptions, whether it is financial burden or product quality information.

• 한국프랜차이즈경영연구
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• 제14권4호
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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.

• 한국프랜차이즈경영연구
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• 제8권2호
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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.