• 서비스연구
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• 제8권1호
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• pp.123-143
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• 2018

본 연구는 금융서비스 산업에서 고객의 신뢰를 중시하는 보험회사에서의 서비스 품질 및 사회적 책임(CSR) 활동과 고객 행동의도 간의 관계에서 고객신뢰와 고객-기업 동일시(CCID)의 역할에 대하여 실증 조사하고자 하는 것이다. 본 연구의 표본은 전국 보험가입자들을 대상으로 설문조사 실시하였고 이들 설문자료를 바탕으로 AMOS 통계기법을 이용하여 분석하였다. 분석결과, 첫째, 보험회사의 CSR활동은 고객신뢰 및 고객-기업 동일시와 모두 정(+)의 유의한 관계가 존재하였으며, 단 서비스품질은 고객신뢰와는 유의한 관계가 있었으나 고객-기업동일시에는 유의한 영향을 주지 못했다. 둘째, 신뢰 및 고객-기업동일시(CCID)는 고객 행동의도와 정(+)의 유의한 관계를 가지고 있음을 발견하였다. 셋째, 서비스품질 및 CSR과 고객 행동의도 간의 상호관계에서 고객 신뢰 및 고객-기업 동일시(CCID)가 매개효과를 나타내고 있음을 알 수 있었다. 본 연구 결과는 보험회사의 서비스 품질 및 CSR 활동이 고객신뢰 및 고객-기업동일시를 증대시키며 또한 이러한 서비스 품질 및 CSR 활동이 고객 신뢰와 고객-기업 동일시(CCID)에 의하여 매개되어 질 때 재구매, 긍정적인 구전활동 등의 고객행동에로 연결되어짐을 나타내 보여주고 있다. 또한 본 연구는 향후 서비스 마케팅과 CSR 관련 문헌 연구 및 향후 보험회사의 마케팅 전략수립에 기여할 것이다.

• 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.

• 유통과학연구
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• 제11권1호
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• pp.25-34
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• 2013

Purpose - This study examines the adverse press coverage that has increased in proportion to the remarkable growth of various kinds of franchise businesses in the food service industry. Today, the trust of franchisees in relation to their franchisor, and the maintenance of good relations between the two, has become a significant social issue. This study investigates relationship satisfaction and the long-term commitment between the franchisor and franchisee. Research design, data, methodology - We used a path analysis to investigate the relationship between justice and trust, trust and relationship satisfaction, justice and relationship satisfaction, trust and long-term commitment, and relationship satisfaction and long-term commitment. Structural Equation Modeling and a Sobel test were used to investigate the mediating effects of trust and relationship satisfaction. Data were collected from 237 Food Franchisees in Seoul and Gyeonggi Province in order to test the theoretical model and its hypotheses. Two research methodologies are generally used in the distribution management field. For this study, an empirical method was used. Results - A causal analysis was carried out to test if the research model has a sufficient fit index (for instance, χ² = 46.694, df = 10, p = .000, GFI = 0.946, AGFI = 0.850, RMR = 0.034, NFI = 0.966, CFI = 0.973), and the results showed that the model was sufficient, thus demonstrating the suitability of the research model. Each hypothesis had a positive influence, both on long-term commitment and relationship satisfaction. Justice with the franchisor had a positive influence on trust. Relation satisfaction cognized by franchisees was found to positively influence long-term commitment. The franchisee perception of justice in relation to the franchisor had no significant influence on long-term commitment. The study investigated the hypothesis that trust could mediate justice and long-term commitment, and that relationship satisfaction could also mediate long-term commitment Both trust and relationship satisfaction were found to be important for long-term commitment. Specifically, trust sub-factors and justice sub-factors influenced long-term commitment. Identification-based and knowledge-based trust were more important than calculus-based trust. Distributive justice was deemed more important than procedural justice; distributive justice should thus be strengthened. Conclusions - Both franchisor and franchisee were independent businesses. Evidently however, the franchisor could not ensure profit without long-term commitment from the franchisee. As for the success of the franchise business, the franchisor should carry out appropriate strategies leading to a satisfactory relationship. For example, transparency makes it possible to maintain and enhance trust and to improve relationship satisfaction. Just relations between franchisor and franchisee should make it possible to maintain and enhance the franchisee's trust. The franchisor should provide a variety of information with respect to the franchisee's business success. Finally, in order to improve the franchisee's long-term commitment, the franchisor should ensure a just approach with trust and relationship satisfaction among their strategies.

• Asian Journal for Public Opinion Research
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• 제3권2호
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• pp.84-105
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• 2016

The instability of social norms on the Internet causes the diversity of social identification. Meanwhile, the anonymity of online social identity and the chaos of the role-playing among the interacting participants cause an ambiguity of identity recognition, which intensifies anxiety about interpersonal interaction. Methods that promote face-to-face interpersonal interaction through the reconstruction of the identification to the social system and intergroup trust is worth further research. Based on a telephone survey of urban residents in thirty-six cities in China (N=1080), the study focuses on the influence of Internet use on interpersonal interaction of urban residents and the mediation effect of social identification. The results show that Internet use has a negative effect on the interpersonal interactions of urban residents, and social identification plays a mediating effect between Internet use and interpersonal interaction. Implications of the results are discussed.

• 디지털융복합연구
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• 제17권11호
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• pp.127-136
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• 2019

소셜 미디어 사용자들이 서비스 업체에 공유하는 정보는 성별, 나이와 같은 개인 식별 정보와 사진, 댓글과 같은 사생활 정보로 구분할 수 있다. 하지만 기존 소셜 미디어 관련 연구들에서는 정보 유형에 따른 의사 결정 차이가 생길 수 있음에도 불구하고 두 정보 유형을 구분하여 정보 공유 의사 결정 차이를 살펴본 연구는 미흡하였다. 그래서 본 연구에서는 정보 유형에 따른 정보 공유 의사 결정 차이를 살펴보고자 한다. 350명의 페이스북 사용자를 대상으로 연구 모형을 분석하였다. 연구 모형 분석 결과, 자기 표현, 신뢰, 인지된 보안은 개인 식별 정보 의지와 사생활 정보 공유 의지 모두에 양으로 유의한 영향을 미쳤다. 하지만, 프라이버시 침해 우려는 개인 식별 정보 의지와 사생활 정보 공유 의지에 부정적으로 유의한 영향을 미쳤다. 본 연구 결과를 통해 개인 정보 공유에 대한 의사 결정과 사생활 정보 공유에 대한 의사 결정이 차이가 없음을 확인할 수 있었다.

• 한국컴퓨터정보학회논문지
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• 제27권5호
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• pp.225-232
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• 2022

본 연구는 합리적 행동이론을 바탕으로 중국 전자상거래 CSR 활동에 대한 소비자의 인식과 기업-소비자 동일시, 기업의 신뢰가 구매의도에 영향을 미치는지 실증적으로 조사하는 것을 목적으로 한다. 본 연구에서 가설을 검증하기 위해 설문조사하였으며 최종 분석에는 총 240부 유휴설문지를 사용하여 통계분석을 실시하였다. 분석결과를 보면 전자상거래 CSR의 네 가지 차원에서 자선적 책임을 제외하고, 경제적 책임, 윤리적 책임, 법적 책임 순으로 구매의향에 긍정적인 영향을 미쳤다. 또한 기업 신뢰와 기업-소비자 동일시가 소비자의 CSR 인식과 구매의향의 관계를 매개하는 것으로 나타났다. 본 연구의 결과는 소비자의 CSR 인식이 경영성과에 미치는 영향에 대한 현재의 이해를 높이는 데 유용한 이론적 시사점과 실무적 시사점을 제공할 것으로 기대된다.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2021년도 추계학술대회
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• pp.443-444
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• 2021

정보 서비스에 대한 보안 위협은 갈수록 그 방법이 발전하고 있으며, 보안 위협으로 발생된 빈도와 피해도 증가하고 있다. 특히 조직 내부에서 발생하는 보안 위협이 크게 증가하고 있으며, 그 피해 규모도 크다. 이러한 보안 환경을 개선할 수 있는 방법으로 제로 트러스트 모델이 제안되었다. 제로 트러스트 모델은, 정보 자원에 접근하는 주체를 악의적 공격자로 간주한다. 주체는 식별 및 인증 과정을 통해 검증 후에 정보 자원에 접근할 수 있다. 그러나 초기 제안된 제로 트러스트 모델은 기본적으로 네트워크에 집중하고 있어, 시스템이나 데이터에 대한 보안 환경은 고려하지 않고 있다. 본 연구에서는 기존의 제로 트러스트 모델을 파일 시스템으로 확장한 제로 트러스트 기반 접근통제 메커니즘을 제안하였다. 연구 결과, 제안된 파일 접근통제 메커니즘은 제로 트러스트 모델 구현을 위해 적용될 수 있는 것으로 확인되었다.

• 정보처리학회논문지C
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• 제19C권2호
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• pp.83-90
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• 2012

MANET은 유선 기반망이 구축되어 있지 않은 곳에서 운용되기 때문에 노출된 매체와 동적인 토폴로지, 중앙의 감시와 관리 결여 등으로 보안 측면에서 취약하다. 특히, 중앙에서 네트워크를 제어해 주는 중재자가 없기 때문에 악의적인 노드가 발생해도 그에 대한 탐지나 조치가 어렵다. 이와 같은 악의적인 노드는 Ad-hoc 관련 보안 연구 분야중 라우팅에 밀접하게 연관되어 있다. 따라서, 본 논문에서는 안전하고 효율적인 라우팅을 위해 악의적으로 행동하는 노드를 효과적으로 탐지하여 보안성을 더욱 높일 수 있는 기법을 제안한다. 이를 위해 일정기간 악의적인 행위를 수행하는 노드를 개개의 노드 및 이웃간의 협업을 통해 이중화하여 탐지하고, 각 노드에 대한 신뢰지수를 부여하여 관리함으로써 악의적인 노드 행위에 효과적으로 대응 할 수 있는 기법인 MBC(Identification technition of Malicious Behavior node based on Collaboration in MANET)을 제안한다. 제안한 방법의 효율성을 검증하기 위해 우리는 네트워크 시뮬레이션을 수행하였다. 이 시뮬레이션 수행결과는 제안한 방법이 기존 방법보다 악의적인 노드를 더 정확하고 신속하게 식별 가능함으로써 보다 효율적인 라우팅이 이루어짐을 보였다.

• International Journal of Internet, Broadcasting and Communication
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• 제13권2호
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• pp.60-66
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• 2021

Blockchain is a technology that enables trust-based consensus and verification based on a decentralized network. Distributed ID (DID) is based on a decentralized structure, and users have the right to manage their own ID. Recently, interest in self-sovereign identity authentication is increasing. In this paper, as a method for transparent and safe sovereignty management of data, among data pseudonymization techniques for blockchain use, various methods for data encryption processing are examined. The public key technique (homomorphic encryption) has high flexibility and security because different algorithms are applied to the entire sentence for encryption and decryption. As a result, the computational efficiency decreases. The hash function method (MD5) can maintain flexibility and is higher than the security-related two-way encryption method, but there is a threat of collision. Zero-knowledge proof is based on public key encryption based on a mutual proof method, and complex formulas are applied to processes such as personal identification, key distribution, and digital signature. It requires consensus and verification process, so the operation efficiency is lowered to the level of O (log_eN) ~ O(N²). In this paper, data encryption processing for blockchain DID, based on zero-knowledge proof, was proposed and a one-way encryption method considering data use range and frequency of use was proposed. Based on the content presented in the thesis, it is possible to process corrected zero-knowledge proof and to process data efficiently.

• ETRI Journal
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• 제37권1호
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• pp.186-196
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• 2015

In resource-constrained, low-cost, radio-frequency identification (RFID) sensor-based mobile ad hoc networks (MANETs), ensuring security without performance degradation is a major challenge. This paper introduces a novel combination of steps in lightweight protocol integration to provide a secure network for RFID sensor-based MANETs using error-correcting codes (ECCs). The proposed scheme chooses a quasi-cyclic ECC. Key pairs are generated using the ECC for establishing a secure message communication. Probability analysis shows that code-based identification; key generation; and authentication and trust management schemes protect the network from Sybil, eclipse, and de-synchronization attacks. A lightweight model for the proposed sequence of steps is designed and analyzed using an Alloy analyzer. Results show that selection processes with ten nodes and five subgroup controllers identify attacks in only a few milliseconds. Margrave policy analysis shows that there is no conflict among the roles of network members.