• 한국프랜차이즈경영연구
• /
• 제12권4호
• /
• pp.41-54
• /
• 2021

Purpose: Delivery food orders are on the rise due to the COVID 19 pandemic. Many customers are ordering food through delivery apps rather than visiting restaurants to eat out. Delivery application platforms are growing due to the development of O2O. Most of the people who provide gig worker for delivery applications are rider. Rider provides labor on their own terms and have more work flexibility and autonomy than ordinary workers. Trust can be transferred from a well-known entity to an unknown entity. From the customer's point of view of using the delivery application, trust can be seen through the third-party trust of the delivery application platform-rider-customer. Therefore, this study intends to investigate the effect on delivery application trust and rider trust through the well-known characteristics of delivery applications. Research design, data, and methodology: This study was conducted on Korean consumers over 20 years of age who have ordered food through a delivery application for the past month. After educating 5 investigators about the purpose of this study, 60 copies of the survey were conducted per person. During the investigation period, from September 2 to September 26, 2021, 322 copies were collected over 25 days. Among the collected questionnaires, 37 were excluded from insincere or partially unanswered, and 285 were used for analysis. In addition, the collected data were analyzed using SPSS 25.0 and AMOS 25.0. Result: As a result of the study, convenience, price, and variety of restaurants were found to have a significant positive (+) effect on app trust, but design did not have a significant effect on app trust. Also, it was found that convenience had a significant positive (+) effect on trust in rider, but design, price, and variety of restaurants did not have a significant effect. App trust was found to have a significant positive (+) effect on rider trust and intention to use, and it was found to have a significant positive (+) effect on rider trust and intention to use. Conclusions: First, this study established a structural framework between delivery application characteristics-delivery-app trust-rider trust-intention to use. Second, in this study, it was found that customer trust in well-known delivery applications was transferred to less-known rider trust. Third, the delivery application should increase the convenience of use. Fourth, delivery application should set the delivery fee appropriately. Fifth, delivery application must continuously train the rider.

• International Journal of Advanced Culture Technology
• /
• 제6권1호
• /
• pp.32-41
• /
• 2018

The aim of this study is to formulate a trust-based business model of Internet services in so called the "trust economy." For it, firstly concepts of trust and trust economy are discussed. Then, we present previous literatures' review of trust in social science prism and trust economy in economic prism. This study classified the literatures' stances with two viewpoints of the 'system' and the 'user'. With this backdrop, we discuss three contradictory stances: Internal optimization vs. external interaction, personal data control vs. orchestration, and end-user vs. ecosystem value. In the result, we formulate a trust-based business model framework with three trust issues in user perspective and suggests three strategic directions related three issues along with representative use cases.

• 한국안전학회지
• /
• 제32권5호
• /
• pp.76-87
• /
• 2017

This study examined the role of safety climate, organizational trust, job satisfaction, and organizational commitment. In addition, the study verified the mediating effect of organizational trust between safety climate, and job satisfaction and organizational commitment. Targeting population were the workers in the manufacturing sector. First, it was figured out that employees' recognition of organizations' safety climate has an effect positively on both job satisfaction and organizational commitment. Second, it turns out that individuals' safety awareness has a positive effect on the both job satisfaction and organizational commitment. Third, it was figured out that organizational trust plays a role as mediation when employees' recognition of organizations' safety climate has an effect positively on both job satisfaction and organizational commitment. Fourth, the result revealed that foreign investment company moderated the relationship between safety climate and organizational climate. Fifth, organizational trust mediates the relationship that the individuals' safety awareness are positively affected on the both job satisfaction and organizational commitment. Finally, The results of four hypotheses using intermediary variable in which organizational trust mediates the relationship between the safety climate and "work attitude" such as job satisfaction and organization commitment demonstrate significance of trust in organization in connecting safety climate and work attitude. Therefore, when trust in organization is enhanced, work attitude such as job satisfaction and organizational commitment could be improved.

• 경영정보학연구
• /
• 제16권2호
• /
• pp.43-59
• /
• 2014

사회가 점차 복잡화, 고도화, 전문화됨에 따라 원격에 위치한 개인 간의 의사교환 필요성은 증가하고 있다. 정보교환 대상의 확대와 신속한 정보교환의 필요성이 증가함에 따라 의사소통방식은 면대면 방식에서 IT를 이용한 방식으로 발전하고 있다. 본 연구의 목적은 정보기술 기반의 정보교환과 개인 간 신뢰의 관계를 실증적으로 분석하고, 나아가 정보교환에 이용된 매체별로 신뢰 형성 수준에 차이가 존재하는지를 확인하는 것이다. 본 연구의 목적을 달성하기 위하여 IT를 활발하게 이용하는 20~40대 남녀 193명을 대상으로 설문조사를 실시하였다. 회귀분석을 이용한 분석 결과에 의하면 정보교환의 빈도가 신뢰형성에 긍정적 영향을 미치는 것으로 나타났으며, 정보교환에 소요된 시간은 개인 간의 신뢰형성에 영향을 미치지 못하는 것으로 나타났다. 또한 개인 간 신뢰는 정보교환에 이용되는 매체의 특성에 따라 차이가 있는 것으로 나타났다.

• 한국IT서비스학회지
• /
• 제11권2호
• /
• pp.319-337
• /
• 2012

To stress the importance of privacy in social networking, I presented an analysis on how information control and information management vulnerability influence trust and privacy concerns in social networking, and how trust and privacy concerns influence the sustainable usage intention of social network services. I also analyzed the factors affecting privacy concerns to present the method to alleviate social network users' concerns about privacy. Information collection control, information processing control and information management vulnerability were chosen and analyzed as the factors affecting privacy concerns. The results showed that information collection control and information management vulnerability significantly affected trust and privacy concerns; and information processing control did not significantly affect privacy concerns. The relationship between trust and privacy concerns, and sustainable usage intention was statistically significant; and the relationship between trust and expansion of communication channels was also statistically significant.

• 지능정보연구
• /
• 제23권2호
• /
• pp.19-38
• /
• 2017

본 연구는 사용자 평점 이외에 사용자 간 직접 간접적 신뢰 및 불신 관계 네트워크의 분석 결과를 추가로 반영한 새로운 하이브리드 협업필터링(Collaborative filtering, CF) 추천방법을 제안한다. 구체적으로 사용자 간의 유사도를 계산할 때 사용자 평가점수의 유사성만을 고려하는 기존의 CF와 다르게, 사용자 신뢰 및 불신 관계 데이터의 사회연결망분석 결과를 추가적으로 고려하여 보다 정교하게 사용자 간의 유사도를 산출하였다. 이 때, 사용자 간의 유사도를 재조정하는 접근법으로 특정 이웃 사용자가 신뢰 및 불신 관계 네트워크에서 높은 신뢰(또는 불신)를 받을 때, 추천 대상이 되는 사용자와 해당 이웃 간의 유사도를 확대(강화) 또는 축소(약화)하는 방안을 제안하고, 더 나아가 최적의 유사도 확대 또는 축소의 정도를 결정하기 위해 유전자 알고리즘(genetic algorithm, GA)을 적용하였다. 본 연구에서는 제안 알고리즘의 성능을 검증하기 위해, 특정 상품에 대한 사용자의 평가점수와 신뢰 및 불신 관계를 나타낸 실제 데이터에 추천 알고리즘을 적용하였으며 그 결과, 기존의 CF와 비교했을 때 통계적으로 유의한 수준의 예측 정확도 개선이 이루어짐을 확인할 수 있었다. 또한 신뢰 관계 정보보다는 불신 관계 정보를 반영했을 때 예측 정확도가 더 향상되는 것으로 나타났는데, 이는 사회적인 관계를 추적하고 관리하는 측면에서 사용자 간의 불신 관계에 대해 좀 더 주목해야 할 필요가 있음을 시사한다.

• 한국IT서비스학회지
• /
• 제9권3호
• /
• pp.1-23
• /
• 2010

The mobile customer center is one of major customer service channels to gain company's competitive advantage, to establish new correlations between customers and service value, and to respond quickly to customer needs. This study attempted to investigate the effect of mobile customer center's quality on customer satisfaction, trust, and loyalty. For this purpose, we divided quality factors of mobile customer center into mobile service quality and content quality, and then empirically analyzed their impact on customer satisfaction, customer trust, and loyalty. The research result showed mobile service quality and content quality having significant association with customer satisfaction and trust. Moreover, customer satisfaction and trust were closely related to customer loyalty. However, there was no significant difference in the factors affecting customer satisfaction and trust according to the levels of personal innovativeness. It is hoped that this study provides academic foundations for further research on mobile customer center and serves as a useful guideline for operating customer service channels successfully.

• 한국경영정보학회:학술대회논문집
• /
• 한국경영정보학회 2007년도 추계학술대회
• /
• pp.533-538
• /
• 2007

Since the Internet has been widespread all over the world, it has been getting more popular. Almost every bank that runs offline business has its own Web site to provide online banking service. In this study, we developed a research model based on the Technology Acceptance Model (TAM). We added the concepts of trust and cost to evaluate our model because trust is a major concept in adopting online service, and cost is one of the main strategies to attract customers to use online banking service. To see the validation of the model, we used partial least squares (PLS). A survey was done to gather data. The result was drawn from the model test, and we discuss it and conclude the study.

• 한국정보시스템학회지:정보시스템연구
• /
• 제17권3호
• /
• pp.1-24
• /
• 2008

This study empirically investigated the relationships among inter-organizational contextual factors(assets specificity, long-term orientation and interdependence), information exchange between trading partners, inter-organizational loaming and trust, and inter-organizational performance. In this study, types of information exchanged between trading firms are classified into two broad kinds: transaction information and management information. from empirical results, we found that inter-organizational contextual factors have a greater positive impact on the exchange of management information. It is also observed that the exchange of information positively influences inter-organizational trust and loaming. finally, the results of this study showed that inter-organizational trust and teaming have positive effects on the improvement of inter-organizational performance. Thus, it is concluded that the amount of information exchanged according to the conditions of inter-organizational contextual factors gives rise to inter-organizational teaming and high levels of trust, and high levels of trust and learning contribute to the increase of inter-organizational performance.

• 산경연구논집
• /
• 제10권5호
• /
• pp.59-66
• /
• 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.