• Asia pacific journal of information systems
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• v.19 no.1
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• pp.147-165
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• 2009

Virtual community(VC) will increasingly be organized as commercial enterprises, with the objective of earning an attractive financial return by providing members with valuable resources and environment. For example, Cyworld.com in Korea uses several community services to enable customers of Cyworld to take control of their own value as potential purchasers of products and services. Although initial adoption is important for online network service success, it does not necessarily result in the desired managerial performance unless the initial usage is continuously related to the continuous usage and purchase. Particularly, the customer who receives relevant online services and is well equipped with online network services, will trust the online service provider and perceive less risk and experience more activities such as continuous usage and purchase. Thus, how to promote continued online service usage or, alternatively, how to prevent discontinuance is a critical issue for VC service providers to consider. By aggregating a wide range of information and online environments for customers and providing trust to its members, the service providers of virtual communities help to reduce the perceived risk of continuous usage and purchase. Drill down, online service managers realize that achieving strong and sustained customers who continuously use online service and purchase on it is crucial. Therefore, the research into this online service continuance will identify the relationship between the initial usage and the continuous usage and purchase. The research of continuous usage or post adoption has recently emerged as an important issue in the IS literature. Individuals' information systems(IS) continuous usage decisions are congruent with consumers' repeat purchase decisions. The TAM(Technology Acceptance Model) paradigm has been strongly confirmed across a wide range from product purchase on EC to online service usage contexts. The analysis of IS usage based on TAM has proven to be successful across almost online service contexts. However, most of previous studies have focused on only an area (i.e., VC or EC). Just little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of VC users' EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied the TAM-to-TAM(T2T) model, and analyzed the transfer effect of trust between these two TAMs. The research model was empirically tested on the context of a social network service. The model was to extend TAM with the trust concept for the virtual community environment from the perspective of tasks. By building an extended model of TAM and examining the relationships between trust and the existing variables of TAM, it is aimed to explain a user's continuous intention to use VC and purchase on EC. The unit of analysis in this paper is an individual user of a virtual community. The population of interest is the individual with the experiences in virtual community. The data for this paper was made available via a Web survey of VC users. In total, 281 cases were gathered for about one week, but there were some missing values in the sample and there were some inappropriate cases. Thus, only 248 cases were finally analyzed. We chose the structural equation analysis to test the hypotheses and it is better suited for explaining complex relationships than the other methods. In this test, AMOS was used to test the Structural Equation Model (SEM). Noticeable results have been found in the T2T model regarding the factors affecting the intention to use of virtual community and loyalty. Our result showed that trust transfer plays a key role in forming the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.

• The KIPS Transactions:PartD
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• v.16D no.1
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• pp.145-152
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• 2009

The e-marketplace has emerged as a new place for transactions in the online industry. In the e-marketplace, buyers make transactions with whom they have little prior interaction. Thus it makes trust as one of the most important issues in the e-business. There are various kinds of information to foster customer's trust in the e-marketplace. In this study, we analyzed the impact of the information's satisfaction on the customer's transaction intention. The results showed that the satisfaction on the information related to transaction system, individual seller's information, and buyer's feedback are all positively related with the customer's transaction intention.

• The Journal of Society for e-Business Studies
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• v.23 no.4
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• pp.1-17
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• 2018

Recently, most online firms are trying to provide personalized services based on customer's data. However, customers are reluctant to give their information to online firm because of concerns about data breach. Online firms are seeking to increase their trust by ensuring the protection of personal information for customers through privacy seal (e.g. e-privacy) or data breach insurance. This research examines the effects of privacy assurance(i.e. privacy seal, data breach insurance) on consumer behavior in online environment. An experiment based on the hypothetical scenario was conducted using a between-subjects 2 (type of privacy assurance) + 1 (control) design. We found that both privacy seal and data breach insurance increased perceived privacy trust. In addition, privacy seal has a positive effect on the intention to provide personal information through perceived privacy trust. Finally, in the case of the group with a high (low) disposition to trust, higher perceived privacy trust is formed through privacy seal (data breach insurance). Theoretical and practical implications are discussed.

• Journal of Korea Trade
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• v.25 no.7
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• pp.75-91
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• 2021

Purpose - Social commerce (SC) is the growth of social media highlighting the e-commerce transactions and currently, the greatest challenges of e-commerce have attracted the influence of trust in social commerce intention (SCI). Based on the challenge, the study's purpose is to discover the effect of social support (informational and emotional support) on the SCI. The study also explores the mediation effect of trust and the moderation impact of culture between the USA and Korea. Design/methodology - This study used a sample of 482 surveys filled out by online shoppers from the US and Korea, two countries with divergent cultural values. Structural equation modelling (SEM) is used to analyze the hypothetical paths. In addition, bootstrapping and multi-group analysis are perform to view mediation and moderation effects respectively. Findings - The results of our study shows that both informational and emotional support significantly influences trust and SCI. Our results also supports the mediating effect of trust in social support and the moderating effect of culture in forming SCI. Originality/value - Our empirical results provide important information to businesses formulating cross-cultural SC strategies. This will help SC companies to analyze the aspects of customer trust through social support, which in turn will increase SCI and thereby established a competitive position for SCs. Our results will also be holistic directions for SC vendors in cross-cultural settings, which will offer important social and economic contributions to the sustainable growth of SC's business.

• The Journal of Asian Finance, Economics and Business
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• v.6 no.1
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• pp.169-175
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• 2019

Service quality has been a point of discussion from the decades as it is important for customer satisfaction, loyalty and retention. Various models have been proposed to measure the quality in the service sector. Models are modified in accordance with context and geography to assess the quality of service better. This study aims to investigate the impact of the modified e-SERVQUAL model on the customer perception about the existing relation and potential scope of doing business with a bank which in-turn will decide the performance of the bank. Statistical data was analyzed through various tests like reliability analysis, correlation and regression analysis using SPSS 25.0. The primary data of e-SQ and performance was gathered from 721 internet banking users using 32 item questionnaire, representing 72% response rates, of four selected Islamic banks of Malaysia. E-SERQUAL was modified by adding Shariah Compliance information about banks and products for Islamic banking customers. The finding specified that efficient & reliable services, fulfillment, security/trust, and Shariah compliance information have a significant association with the performance of Islamic banks. The research is original and its implications will be helpful for Islamic banks across the world to enhance the online experience of customers, which will help them to retain the customers in the rapid changing virtual environment.

• Management & Information Systems Review
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• v.31 no.2
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• pp.143-172
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• 2012

While e-commerce market(B2C) grows rapidly, many experts argue that EC(B2C) transactions have not reached its full potential. A notable difference between online and offline consumer markets that is suppressing the growth of EC(B2C) is the decreased presence of human and social elements in the online shopping environments. Generally online shopping lacks human warmth and sociability. In this study, social presence in online shopping mall was proposed as a substitute for face-to-face social interaction in the traditional commerce and author explored what variables affect social presence(human warmth and sociability) on online shopping malls and how human warmth and sociability can influence on online store loyalty. To achieve research objectives, we reviewed literatures related with marketing, psychology and communication research areas. Based on literature review, we proposed a research model on the online shopping mall. To examine the proposed research model, we gathered data by using a self-report questionnaire. Respondents consists of online shoppers with at least five or more times of purchase experience in online shopping malls. Because social presence is a feeling which needs frequent contacts with malls to experience, respondents must have enough purchase experiences. The empirical results are as follows : First, shopping mall's customization efforts influence perceived social presence on the mall significantly. Second, shopping mall's responsiveness influences perceived social presence significantly. Third, perceived activity of community of online shopping mall influences perceived social presence significantly. Mall managers have to activate their customer community to reinforce social presence, resulting in trust building. Finally, perceived social presence influences trust and enjoyment on the mall significantly. And then trust and enjoyment on the mall affect store loyalty significantly. From these findings it can be inferred that perceived social presence appears determinant which is critical to the formation of core variables(trust and loyalty) in existing online shopping papers.

• CRM연구
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• v.1 no.1
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• pp.23-48
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• 2006

Internet B2C marketplace such as 'Auction', 'G Market', 'Daum onket' etc.(called open market) has grown sharply in sales about yearly 100% rate increase in recent 1-2 years in Korea. Although Open marketplace has much reputation and the customer loyalty, almost of merchants participated in open market, which size in sales are medium/small, has poor reputation and trust. Consumers, who have to get in touch with untrustworthy merchants for trade in openmarket, perceive high trade risk which undergo the monetary damages such as 'merchandise never received'. This examines what factors consumer trust develop in online marketplace. This study explores several perceived risk factors in an open market by factor analysis and multi-regression to prove the relationships between the degree of trust for the merchants and the perceived trade risk. 133 data collected from the open market user data in this survey. In this study, the consumer's trade satisfaction in open market is low by 4.2 point degree of 7 point likert scale. and perceives 4 trade risk factors such as (1) 'failure to honor warranty or guarantee' (2) 'defective/poor goods in quality' (3) 'merchandise never received or received late' (4) 'poor information'. the degree of merchant's trust has significant relationship with the degree of perceived risk(sig. = 0.0000, $R^2=.327$) We find that the open market has to enhance the relationship marketing of trust by developing the strategies.

• Journal of Information Technology Services
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• v.16 no.2
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• pp.21-32
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• 2017

This study analyzes the variable consumer characteristics that influence the intention to use online product reviews. In online e-commerce, where purchases take place without consumers seeing the products in person, the product reviews left by other consumers who have already purchased the product are believed to be valuable information. However, when different consumers read the same product review, their responses to it may vary. This study analyzes the characteristics of consumers who utilize product reviews for their purchases. Consumer characteristics are categorized into personal information, personality, purchasing tendency, and experience related to product reviews. These factors are examined to see if they have direct or indirect effects on a consumer's intention to use product reviews when making online purchases. We surveyed a total of 240 consumers who had experience using e-commerce and knew about online product reviews. Once the data was collected, path analysis was conducted using the statistics tool AMOS. The study results reveal that consumers who are female, extroverted, and have higher price sensitivity think that product reviews left by others are useful, and that this "perceived usefulness" has a positive effect on the intention to use product reviews for making online purchasing decisions. In addition, consumers who are agreeable to others, have high brand sensitivity, and who have left numerous reviews themselves demonstrated the tendency to trust reviews left by others more. Thus, we conclude that this "perceived reliability" makes it more likely that a consumer will use product reviews when making online purchasing decisions. Future research can be done to develop this study further by analyzing whether providing online product reviews corresponding to the personal characteristics of consumers enhances the effect of product reviews on online purchasing decisions.

• Journal of Internet Computing and Services
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• v.14 no.5
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• pp.101-117
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• 2013

As the number of online game user has been rapidly increased thanks to the recent vitalization of online contents market, not only new business opportunity but also the opportunity to create high profits have been provided as well. However, the increase of the number of online game user and the rapid expansion of the market evoke a cutthroat completion among online game service providers, and also high barriers to entry to online game market have been erected. Thus, what kinds of efforts need for the business success and sales increase in online game market? In lots of researches regarding online contents business, the deepening of loyalty was considered as a critical factor for the business success. According to the study on user's behavior in online environment, users would experience the Flow while using online service, and then, if they were in state of the Flow, they would use the service constantly. High customer loyalty to online game means high will to use the online game too. The purpose of this research was i) to examine what factors enable users to be naturally immersed in online game while playing it, ii) to examine what properties of online game can make game more interesting and exciting, iii) to verify that such factors are critical in deepening customer loyalty, and iv) to suggest some essential factors to be fun and exciting games, on where the focus should be put, and the directionality for the development for sales expansion of online game developer or online game service provider. The research results are as below: First, the involvement and the perceived quality which were characteristics of brand appeared to be factors most affecting Flow. This shows that once game user get interested in online game that user has played frequently, even though new games are released, user will continuously flow the game not moving to new games, and also shows that users not only get more interested but also put more trust in games in the site to where users are frequently going than games in other sites, and consequently user can increasingly flow the game. Second, the compensation and graphics which are the characteristics of contents appeared to be factors affecting Flow. Proper compensation which is given to game users triggers fun and interests in game and makes them flow more and more. And graphics make users to feel game space as if real space and let them flow in game with more reality. Third, challenges, support, and the stability which are technical characteristics appeared to be factors affecting Flow. Challenges enable users to not only experience new virtual world but also solve various difficulties and obstacles. Once users feel fun and interests through this challenge, they can naturally flow games. In addition, the stability of network provides reliability in security and hacking. By doing so, it can induce users to flow more and more. Lastly, when aforementioned characteristics including contents characteristics, technical characteristics, and brand characteristics are organically combined each other, game users feel fun and total minutes are naturally increased, so that game users experience Flow, and consequently the customer loyalty will be deepened as well.

• Management & Information Systems Review
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• v.36 no.3
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• pp.167-184
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• 2017

In this study, we investigated the effect of offline banking trust on smart banking trust. As influencing factors of smart banking trust, this study compared offline banking trust, smart banking's system quality, and information quality. For the empirical study, 186 questionnaire data were collected from smart banking users and the data were analyzed using Smart-PLS 2.0. As results, it was verified that there is trust transfer in FinTech service, by the significant effect of offline banking trust on smart banking trust. And it was proved that the effect of offline banking trust on smart banking trust is lower than that of smart banking itself. The contribution of this study can be seen in both academic and industrial aspects. First, it is the contribution of the academic aspect. Previous studies on banking were focused on either offline banking or smart banking. But this study, focus on the relationship between offline banking and online banking, proved that offline banking trust affects smart banking trust. Next, it is the industrial contribution. This study showed that offline banking characteristics of traditional commercial banks affect the trust of emerging smart banking service. This means that the emerging FinTech companies are not advantageous in the competition of trust building compared to traditional commercial banks. Unlike traditional commercial banks, the emerging FinTech is innovating the convenience of customers by arming them with new technologies such as mobile Internet, social network, cloud technology, and big data. However, these FinTech strengths alone can not guarantee sufficient trust needed for financial transactions, because banking customers do not change a habit or an inertia that they already have during using traditional banks. Therefore, emerging FinTech companies should strive to create destructive value that reflects the connection with various Internet services and the strength of online interaction such as social services, which have an advantage over customer contacts. And emerging FinTech companies should strive to build service trust, focused on young people with low resistance to new services.