• Journal of Service Research and Studies
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• v.8 no.1
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• pp.123-143
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• 2018

This research examines empirically the causal relationship among service quality, CSR, trust, customer-company identification(=CCID), customer's behavioral intention as well as the mediating effect of trust and CCID on the relationship between service quality, CSR and customer's behavioral intention in insurance industry. With this background, this study conducted a statistical analysis based on survey data collected from insurance customers. The result of this empirical study is as follows. First, insurance company's CSR activity has a positive impact on customer's trust and customer-company Identification( =CCID). Second, both customer's trust and CCID have positive and significant effect on customer's behavioral intention. Third, we also find that both trust and CCID has a mediating effect on the relationship between service quality, CSR and customer's behavioral intention. This research shows that CSR activity of insurance company can enhance both customer's trust and CCID, in turn, when CSR activity and service quality is mediated by customer's trust and customer-company identification, it could be linked to customer's behavioral intention such as repurchasing, positive WOM(=word of mouth). This study is likely to contribute to CSR and service marketing research of insurance company.

• Asia pacific journal of information systems
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• v.17 no.2
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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.

• Journal of Distribution Science
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• v.11 no.1
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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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• v.3 no.2
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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.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.127-136
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• 2019

In the social media, information that users share with service providers can be divided into personal identification information such as gender and age and privacy-related information such as photos and comments. However, previous works on IS and service management have shed relatively little light on the difference of information-sharing decisions depending on the type of information. This study examines information-sharing decisions by separating the two types of information. A structural equation modeling method is used to test the research model based on a sample of 350 Facebook in South Korea. Analysis results show that self-expression, trust, and perceived security had a significant positive effect on both user's intentions to give personal identification information and their intentions to give privacy-related information. However, privacy concerns negatively affected their intentions to give personal identification and intention to give privacy-related information. The analysis results confirm that there was no difference between decision-making processes about sharing personal identification information and ones about sharing privacy-related information.

• Journal of the Korea Society of Computer and Information
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• v.27 no.5
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• pp.225-232
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• 2022

This study aims to empirically examine whether consumers' perceptions of Chinese e-commerce firms's CSR activities, along with psychological construct of company-consumer identification, and corporate trust affect their purchase intention based on theory of reasoned action. The study used a survey method for data collection to confirm research hypotheses with a total of 240 respondents used for final analysis. The results showed that economic responsibility, ethical responsibility, and legal responsibility have a positive effect on consumers' purchase intention. In addition, corporate trust and company-consumer identification were found to mediate the relationship between consumers' CSR perceptions and purchase intention. The result of this study is expected to provide useful theoretical as well as practical implications to advance the current understanding on the effects of consumers' CSR perception on business performance.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2021.10a
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• pp.443-444
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• 2021

Security threats to information services are increasingly being developed, and the frequency and damage caused by security threats are also increasing. In particular, security threats occurring inside the organization are increasing significantly, and the size of the damage is also large. A zero trust model has been proposed as a way to improve such a security environment. In the zero trust model, a subject who has access to information resources is regarded as a malicious attacker. Subjects can access information resources after verification through identification and authentication processes. However, the initially proposed zero trust model basically focuses on the network and does not consider the security environment for systems or data. In this study, we proposed a zero trust-based access control mechanism that extends the existing zero trust model to the file system. As a result of the study, it was confirmed that the proposed file access control mechanism can be applied to implement the zero trust model.

• The KIPS Transactions:PartC
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• v.19C no.2
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• pp.83-90
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• 2012

MANET(Mobile Ad-Hoc Network) has a weakness from a security aspect because it operates where no wired network is built, which causes the exposed media, dynamic topology, and the lack of both central monitoring and management. It is especially difficult to detect and mitigate a malicious node because there is not a mediator which controls the network. This kind of malicious node is closely connected to the routing in the field of study of Ad-Hoc security. Accordingly this paper proposes the method on how to enhance the security for the safe and effective routing by detecting the malicious node. We propose MBC(Identification technition of Malicious Behavior node based on Collaboration in MANET) that can effectively cope with malicious behavior though double detecting the node executing the malicious behavior by the collaboration between individual node and the neighbor, and also managing the individual nodes in accordance with the trust level obtained. The simulation test results show that MBC can find the malicious nodes more accurately and promptly that leads to the more effectively secure routing than the existing method.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.2
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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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• v.37 no.1
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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.