• 제목/요약/키워드: IT Trust

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서비스 환경에서 관계기간에 따른 신뢰의 형성 (Formation of Trust by Duration of Relationship in Services Setting)

  • 최철재
    • 한국콘텐츠학회논문지
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    • 제11권4호
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    • pp.347-360
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    • 2011
  • 본 연구에서는 서비스품질과 종업원신뢰, 점포신뢰 및 점포충성도 간의 경로관계를 확인하고, 서비스품질과 종업원신뢰 및 점포신뢰 간의 관계에서 서비스기업과 고객 간의 관계기간의 조절효과를 확인하였다. 본 연구는 국내 주요은행에서 서비스경험을 가진 소비자를 대상으로 자료를 수집하였으며, Amos 18.0 통계패키지를 이용한 구조방정식 모형분석으로 연구가설을 검증하였다. 연구결과는 다음과 같다. 첫째, 공감성 서비스품질 요인과 종업원신뢰 간의 관계 그리고 확신성 서비스품질요인과 점포신뢰 간의 관계에서 관계기간의 조절효과를 확인하였다. 둘째, 서비스품질은 구성차원에 따라 종업원신뢰와 점포신뢰에 영향력의 차이를 보였지만, 종업원신뢰는 점포신뢰에 영향을 미침으로써 점포충성도가 형성되었다. 결론적으로 관계가 형성된 소비자에게 서비스종업원에 대한 신뢰를 높이기 위해서는 공감성을 형성하여야 하고, 점포에 대한 신뢰를 높이기 위해서는 확신성을 제공하여야 하며, 종업원에 대한 신뢰를 형성함으로써 점포에 대한 신뢰와 충성도를 구축할 수 있음을 확인하였다.

인터넷 뱅킹에서 오프라인 신뢰와 온라인 거래의 관계 (The Relationship between Offline Trust and Online Transaction in Internet Banking)

  • 이웅규
    • Asia pacific journal of information systems
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    • 제17권2호
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    • pp.29-47
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    • 2007
  • Owing to the rapid growth of using the Internet, not only click-and-mortar companies but also brick-and-mortar ones have been expanding their distribution channels into online, Moreover, since online channels are more attractive than offline ones in control and maintenance, switching customers into online ones is emerged as one of very important managerial issues in a view of reduction of cost as well as expansion of services. However, the switched customers should be faced by uncertainties which could not have been experienced in offline. Specifically, in online channels, buyers and sellers are separated temporally and spacially and there are always so many kinds of threat for security as well as not enough systems and conventions for them yet. Therefore, trust has been considered as one of the most critical mechanisms for resolution of such uncertainties in online transactions. However, it is not easy to build and maintain the relationships in online since most of them are virtual and indirect generally. Therefore, in order to switch offline customers into online ones, it is very important to make strategies based on identification of the relationship between online transaction and offline trust which has been built in offline business. Generally offline trust, which has been built independent of online, could not include trust for online-dependent activities such as payment security during or after transactions, while most of online trust include it. Therefore, a customer with high offline trust does not always perceive high security and assure safe transactions. Accordingly, while online trust, where technical capabilities for online security is one of main bases, includes control trust implicitly or explicitly, offline trust does not. However. in spite of such clear discrimination and independence between offline trust and perceived security, there can be the significant dependency between these two beliefs. The customers with high offline trust believe that the company would do some activities for online security for customers' safe transactions since it has been believed of doing well for customers' trust. Theoretically, users' perception of security is interpreted as a kind of control trus, which is trust for company's technical control capacities in order to resolve technical uncertainties in online. Therefore, the relationship between two beliefs can be considered as transference from offline trust to another type trust. that is, control trust. The objective of this study is to analyze the effect of offline trust on online transaction uses mediated by perceived security. For this purpose, we suggest a research model based on technology acceptance model (TAM). Reuse intention is adopted as a dependent variable and TAM is modified by adding perceived risk (PR) as well as two beliefs of using Internet banking, perceived usefulness (PU) and perceived ease of use (PEOU). Moreover, perceive security (PS) is adopted as an external variable for PR and PU, while offline trust (OT) is an antecedent of PS. For an empirical test, sampling from 108 visitors to the banks in Daegu, Korea, we analyze our model by partial least square (PLS) approach. In result, our model is shown to explain 51.4% of the variance in reuse intention and all hypothesis are supported statistically. A theoretical implication of this study is to identify a role of PS between offline trust and reuse intention of using online transaction services. According to our result, PS can be considered as a mediation variable for bridging between two different concepts: trust that explains social aspects of customers and companies, and TAM that explains customers' reuse intention.

온라인 환경에서 신뢰와 위험 관계에 대한 문헌적 고찰 및 메타분석: 국내 연구를 대상으로 (A Meta-Analysis and Review of Relationship between Trust and Risk on Online Environment in Korean Research)

  • 김종기;김진성;김상희
    • 한국IT서비스학회지
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    • 제11권1호
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    • pp.59-81
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    • 2012
  • Recently, in the research on online environment such as e-commerce, and internet banking, the conceptual discussion about trust and risk in an effort to explain a user's behavior is briskly underway. Most of the research on trust and risk are setting up causal relationship without clearly establishing the relationship between trust and risk. Accordingly this study conducted a meta-analysis in order to consider the relationship between trust and risk and to take a look at the difference in causal relationship. This study includes a total of 18 research papers which are setting up the causal relationship between trust and risk in online environment among the research papers published in domestic academic journals since 2000. Result of the meta-analysis, showed that the effect size was -0.367 in the path from trust to risk; -0.131 in the path from risk to trust; -0.276 in the bidirectional path between trust and risk. In addition, this study was able to confirm through literature review that there appeared a high effect of path in case where trust and risk were measured by an uni-dimensional concept than by a multi-dimensional concept.

Supply Chain Trust Evaluation Model Based on Improved Chain Iteration Method

  • Jiao, Hongqiang;Ding, Wanning;Wang, Xinxin
    • Journal of Information Processing Systems
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    • 제17권1호
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    • pp.136-150
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    • 2021
  • The modern market is highly competitive. It has progressed from traditional competition between enterprises to competition between supply chains. To ensure that enterprise can form the best strategy consistently, it is necessary to evaluate the trust of other enterprises in the supply chain. First, this paper analyzes the background and significance of supply chain trust research, analyzes and expounds on the qualitative and quantitative methods of supply chain trust evaluation, and summarizes the research in this field. Analytic hierarchy process (AHP) is the most frequently used method in the literature to evaluate and rank criteria through data analysis. However, the input data for AHP analysis is based on human judgment, and hence there is every possibility that the data may be vague to some extent. Therefore, in view of the above problems, this study improves the global trust method based on chain iteration. The improved global trust evaluation method based on chain iteration is more flexible and practical, hence, it can more accurately evaluate supply chain trust. Finally, combined with an actual case of Zhaoxian Chengji Food Co. Ltd., the paper qualitatively analyzes the current situation of supply chain trust management and effectively strengthens the supervision of enterprises to cooperative enterprises. Thus, the company can identify problems on time and strategic adjustments can be implemented accordingly. The effectiveness of the evaluation method proposed in this paper is demonstrated through a quantitative evaluation of its trust in downstream enterprise A. Results suggest that the subjective preferences of and historical transactions together affect the final evaluation of trust.

서비스 제공 기업에 대한 신뢰가 금융 마이데이터 서비스에 전이되는 현상에 관한 연구 (A Research on the Transference of Trust from Service Provider to MyData Banking Service)

  • 금아로;이정훈;여윤아
    • 한국IT서비스학회지
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    • 제23권1호
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    • pp.97-121
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    • 2024
  • As data usage grows in importance, ensuring individual control over personal information becomes critical. The emergence of the 'MyData' concept addresses this, particularly in financial services. Although the institutional and technological framework for financial MyData services is in place, there's a need to establish consumer understanding and perception of its usefulness and safety for successful activation. This study focuses on investigating the impact of trust on the intention to use the new mobile banking service, financial MyData. This study has three objectives. Firstly, to analyze whether trust in financial MyData services and trust in financial MyData service providers affect the intention to use financial MyData services. Secondly, to analyze the process of forming trust in financial MyData services based on the phenomenon of transferring trust in service providers to trust in services. Thirdly, to identify the process by which trust transfer occurs between service providers and financial MyData services. Ultimately, the goal of this study is to promote the intention to use financial MyData services based on the concept of trust and to activate these services. In summary, this study emphasizes the significance of trust in financial MyData services, exploring its impact on user intention and the transfer of trust from providers to services. By promoting consumer trust, the research aims to contribute to the activation of financial MyData services.

Blockchain-Assisted Trust Management Scheme for Securing VANETs

  • Ahmed, Waheeb;Wu, Di;Mukathie, Daniel
    • KSII Transactions on Internet and Information Systems (TIIS)
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    • 제16권2호
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    • pp.609-631
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    • 2022
  • The main goal of VANETs is to improve the safety of all road users. Therefore, the accuracy and trustworthiness of messages transmitted in VANETs are essential, given that life may rely on them. VANETs are provided with basic security services through the use of public key infrastructure-based authentication. However, the trust of users is still an open issue in VANETs. It is important to prevent bogus message attacks from internal vehicles as well as protect vehicle privacy. In this paper, we propose a trust management scheme that ensures trust in VANETs while maintaining vehicle privacy. The trust scheme establishes trust between vehicles where a trust value is assigned to every vehicle based on its behavior and messages are accepted only from vehicles whose trust value is greater than a threshold, therefore, protecting VANETs from malicious vehicles and eliminating bogus messages. If a traffic event happens, vehicles upload event messages to the reachable roadside unit (RSU). Once the RSU has confirmed that the event happened, it announces the event to vehicles in its vicinity and records it into the blockchain. Using this mechanism, RSUs are prevented from sending fake or unverified event notifications. Simulations are carried out in the context of bogus message attacks to evaluate the trust scheme's reliability and efficiency. The results of the simulation indicate that the proposed scheme outperforms the compared schemes and is highly resistant to bogus message attacks.

OTT 서비스 정보시스템 품질이 재사용의도에 미치는 영향 (The effects of OTTservice information system quality on reuse intention)

  • 엄지연;임영우;곽기영
    • 한국정보시스템학회지:정보시스템연구
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    • 제32권3호
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    • pp.63-83
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    • 2023
  • Purpose With the continuous growth of the OTT services market, trust issues are becoming increasingly important, but research on this topic is still in its infancy. The purpose of this study is to identify the structural relationship between information system quality and reuse intention of OTT services and to analyze the impact of trust and user satisfaction. Design/methodology/approach This study proposed a research model based on the information system success model. In this study, a survey was conducted among 236 Korean users who have used OTT services within the last six months. Findings The results of the analysis showed that text quality and visual quality had a significant impact on trust in OTT services, with text quality having the largest impact. System quality and text quality also had a significant impact on trust in OTT service providers. However, visual quality did not have a statistically significant effect on trust in the service provider. Trust in the OTT service and the service provider was analyzed to have a significant impact on user satisfaction. However, it did not have a statistically significant impact on reuse intention. These findings have important implications for improving trust in OTT services to increase users' reuse intentions. It is also expected to contribute to further expanding the field of OTT service research.

The Effects of Internet Shoppers' Trust on Purchasing Intention in China

  • Rong, Li;Kim, Jae-Jon
    • 한국경영정보학회:학술대회논문집
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    • 한국경영정보학회 2007년도 International Conference
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    • pp.494-499
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    • 2007
  • Recently, owing to the rapid development of Internet and information technology in China, the growth of consumers' purchasing activities in the Internet Shopping Mall has been truly phenomenal. Thus, it is considered essential to understand what affects Chinese consumer's intention to purchase in the Internet Shopping Mall. Based on prior studies, trust is thought as a key factor affecting on Chinese consumers' purchasing intention. Hence, the purpose of the study is to investigate the effects of Chinese consumer's trust on purchasing intention of Internet Shopping Mall. In order to accomplish the purpose of this study, a research model has been established and it suggests that there are significant relationships between trust and purchasing intention, e-commerce knowledge and trust, perceived reputation and trust, perceived risk and trust, perceived ease of use and purchasing intention. The results of the study show that the relationships between these variables are all significant. This research confirms the important effect of Chinese consumer's trust on purchasing intention. Implications of these findings are discussed for researchers and practitioners.

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Exploring Interpersonal Trust Online

  • Ahn, Soo-kyoung
    • 패션비즈니스
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    • 제21권6호
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    • pp.31-46
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    • 2017
  • This study views the people's propensity to rely on others' evaluations as the interpersonal trust online despite a lack of personal interactions. Therefore, this study explores the underlying dimensions of interpersonal trust and examines how interpersonal trust influences trust in the e-tailer and behavioral intent. Data of 395 adults who had purchased apparel goods online were collected nationwide using an online questionnaire. Exploratory and confirmative factor analysis identified five underlying constructs of interpersonal trust online such as peer identification, ability, integrity, shared lifegoals, and benevolence. A structural equation modeling test was conducted to examine the relationships between interpersonal trust, trust in the e-tailer, and behavioral intent. Interpersonal trust influenced on trust in the e-tailer, specifically on trust in the e-tailer's competence which subsequently increased a customer's behavioral intent such as attitude toward the e-tailer and shopping intention. Although no direct effect of interpersonal trust on the behavioral intent was found, interestingly, the effects of the interpersonal trust on the e-tailer trust which derived the behavioral intent to purchase. This result suggests that marketers devise a more effective system and environment that can encourage the interpersonal trust between customers to build a strong trust in e-tailers. It also provides a theoretical framework of online trust in the way of classifying interpersonal trust and trust in e-tailers.

Analyzing the Effect of Trust in Reviews on Trust in a Product and a Company: Using the Trust Transfer Theory

  • Namjae Cho;Xiaochen Li;Giseob Yu
    • Journal of Information Technology Applications and Management
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    • 제31권1호
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    • pp.57-77
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    • 2024
  • The aim of this research is to examine the impact of trust in reviews. Expertise, enjoyment, recency, and usefulness-four aspects of reviews-are designated as independent variables, and trust in reviews has been chosen as the mediating variable. The dependent variables are trust in firms and trust in products. For explaining the flow of trust, this study uses the theory of Trust Transfer. The study's findings demonstrated that customer trust in a product leads to consumer trust in a company, which is derived from trust in reviews. Reviews were found to be important from a practical standpoint. Furthermore, it was discovered that a product's category or features would have an impact on how reviews are trusted.