• 패션비즈니스
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• 제17권5호
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• pp.57-69
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• 2013

The purpose of this study is to compare the traditional shopping model and virtual avatar fitting model with regards to credibility and favorable impression effects on shopping mall satisfaction, product preferences, and purchasing intentions of apparel e-commerce. Questionnaires are distributed to 10-30s years old consumers who live in Seoul. Data are analyzed by descriptive statistics, Cronbach's ${\alpha}$, and regression analysis. The results are that the provoked credibility and favorable impression from the traditional shopping model affects the consumers' shopping mall satisfaction and buying intention in descending order. In additional, the credibility from traditional shopping model affects the product preference. The provoked credibility from the virtual fitting model influences the consumers' product preferences, and buying intentions. The favorable impression from the virtual fitting model affects shopping mall satisfaction. In general, provoked credibility from virtual avatar fitting model and traditional shopping model play key roles which could influence the consumers' buying intention.

• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.603-611
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• 2021

This study aims to analyze the mediating influences of resonance-based self-attitude and brand credibility in a relationship between celebrity endorser credibility and celebrity endorser congruity toward brand purchase intention in the current dynamic business environment. It employs a quantitative research method and reports on a survey, using a questionnaire, including the population of consumers of various instant coffee brands in several cities in Indonesia. The number of respondents in this study was 432 people. The analysis was performed using Partial Least Square Structural Equation Modeling and SmartPLS software. The analysis consisted of descriptive statistics, evaluation of the measurement model, evaluation of the structural model, and hypothesis testing. The results partially support the model developed. The findings suggest that the instant coffee product advertising in Indonesia needs to create brand messages focusing on the formation of resonance-based self-attitude from consumers to increase the influence of celebrity endorser credibility and celebrity endorser congruity, as well as the brand credibility towards the brand purchase intention. This study contributes to the marketing literature and the theory of planned behavior by providing empirical evidence on the relationship between celebrity endorser credibility, celebrity endorser congruity, resonance-based self-attitude, brand credibility, and brand purchase intention.

• Journal of the Korean Data and Information Science Society
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• 제20권2호
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• pp.445-452
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• 2009

Credibility models are actuarial tools to distribute premiums fairly among a heterogeneous group of policyholders. Many existing credibility models can be expressed as special cases of linear mixed effects models. In this paper we propose a nonlinear credibility regression model by reforming the linear mixed effects model through kernel machine. The proposed model can be seen as prediction method applicable in any setting where repeated measures are made for subjects with different risk levels. Experimental results are then presented which indicate the performance of the proposed estimating procedure.

• 한국정보시스템학회지:정보시스템연구
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• 제26권4호
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• pp.107-135
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• 2017

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic - systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer's eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

• 경영과학
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• 제11권3호
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• pp.153-167
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• 1994

Credibility theory has provided with a useful tool the assignment of weighting factor that reflects the credibility of the observed individual and collective experience to secure fair experience rate-,making. We review credibility models which can effectively estimate risk premiums using credibility theory, and suggest an empirical Bayed model based on the collective statistics to estimate the structural parameters. To illustrate the use of evolutionary models, the models are applied to the actual data, such as loss ratio, claim frequencies and severity, in the Korean automobile insurance. Also the possibilities of generalizations and applications of empirical models are discussed.

• Communications for Statistical Applications and Methods
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• 제9권2호
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• pp.381-388
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• 2002

It has been pointed out that the classical credibility model used in Korea since the beginning of 1990's lacks in objectiveness. Recently, in order to improve objectiveness, the empirical Bayes credibility model utilizing general exposure units like the number of claims and premium has been employed, but that model itself is not quite applicable in the country like Korea whose annual and classified empirical data are not well accumulated and even varied severely. In this article, we propose a new and better model, Based on the new model, we estimate both credibility and loss ratio of each class for fire insurance plans by Korean insurance companies. As a conclusion, we empirically make sure analysis that the number of claims is a more reasonable exposure unit than premium.

• Journal of the Korean Data and Information Science Society
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• 제16권4호
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• pp.1147-1157
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• 2005

Bonus-Malus system is generally constructed based on claim frequency and Bayesian credibility model is used to represent claim frequency distribution. However, there is a problem with traditionally used credibility model for the purpose of constructing bonus-malus system. In traditional Bonus-Malus system adopted credibility model, individual estimates of premium rates for insureds are determined based solely on the total number of claim frequency without considering when those claims occurred. In this paper, a new model which is a modification of structural time series model applicable to counting time series data are suggested. Based on the suggested model relatively higher premium rates are charged to insured with more claim records.

• Asia pacific journal of information systems
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• 제26권1호
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• pp.109-123
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• 2016

The success of a crowd-funding project can be attributed to various reasons, among which, backer's (also known as 'investor', or 'funder') perception of project credibility may be a salient one. The purpose of this study is to investigate the extent to which perceived project credibility can affect a backer's investment decision. We examine the factors that could influence the building of perceived project credibility by testing the proposed research model using survey data. Analysis results indicate that perceived project credibility has a significantly positive effect on backer's investment intention. Furthermore, information quality and source credibility are two key determinants of perceived project credibility. This study contributes to crowd-funding literature by enriching the list of successful factors for fund-raising with project credibility. The study also has practical implications because it explains why and how a backer's perception of project credibility can be improved.

• Journal of the Korean Data and Information Science Society
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• 제21권6호
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• pp.1181-1190
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• 2010

보험회사가 보험계약자들의 적절한 보험료를 산출하는 것은 회사나 계약자들 모두에게 중요한 문제이다. 보험료를 결정하는 방법에는 보험회사가 보유하고 있는 매뉴얼에 근거하여 계약자들마다 같은 보험료를 부과하는 방법, 보험계약자 개인이나 집단에 관한 과거 기록에 바탕을 두어 보험료를 차등하여 정하는 방법, 그리고 위 두 가지 방법을 조합하여 보험료를 산정하는 방법 등이 있다. 이중 통계적인 모형에 기반을 둔 보험료 산정 방법에는 최대 정확도 신뢰도 이론이 있고, 이에 바탕을 둔 구체적인 접근법에는 뷸만 모형과 뷸만-스트라웁 모형 등이 있다. 본 논문에서는, 뷸만-스트라웁 모형을 확장하여, 자료 수가 늘어나면서 자료 평균의 변동성이 기대한 것보다 커지는 Hewitt의 아이디어를 반영한 모형에서, 새로운 비모수적 보험료 추정법을 제안한다. 또, 제안된 추정법을 모의자료에 적용해보고, 기존의 뷸만-스트라웁 추정량과 비교해본다.

• Asian Journal of Business Environment
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• 제4권1호
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• pp.15-23
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• 2014

Purpose - In this study, we inspected the effects of public-service advertising (PSA) and commercial advertisements on consumers' social and emotional values. Specifically, we include source credibility on advertising models as a mediating variable to compare the path difference between the social and emotional value of consumers, and to test the appropriateness of advertising expenses. Research design, data, and methodology - A total of 219 copies of effective questionnaires were used and methodologies such as Cronbach's alpha, paired samples t-test, and structural equation modeling (SEM) were conducted. Results - The results showed that the consumer model was effective at PSA, while celebrities and CEOs were effective at commercial advertising. Further, only credibility (among source credibility) made a significant difference in the test of PSA models of both PSA and commercial advertising that consumers preferred. Conclusions - The advertising model types varied depending on advertising types (for example, PSA and commercial advertising). Therefore, celebrities and CEOs appearing in commercial advertising should have no ethical or moral defect by self-control, and marketers should elect the model considering such a fact.