• 산학경영연구
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• 제13권
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• pp.31-47
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• 2000

지금까지 신뢰는 연구 목적과 분야에 따라 여러 각도에서 조망되어 봤다. 본 연구에서는 조직 행동적 차원에서의 신뢰에 대한 기존 연구들을 살펴보는 한편, 최근 제안되고 있는 신뢰 형성 모형의 타당성을 한국적 조직 현실 속에서 실증코자 시도하였다. 신뢰 개념에 대한 여러 시각과 연구 경향을 간략히 소개하였으며, 특히 실증 연구를 통해 신뢰 형성의 4가지 선행 요인으로 제안되어 온 능력, 선의, 신실성 및 개인 신뢰성향의 실재성를 검토하였다.

• 경영과학
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• 제29권2호
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• pp.1-20
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• 2012

While feeling anxious about the risk of exposure of personal information and privacy, users of microblogs and social network services are continuously using them. This study aims to develop a model to investigate this phenomenon. Specifically, this study explores the relationship between personal characteristics (represented by privacy concern and self-presentation) and an individual's self-disclosure. An individual's personal belief (represented by perceived risk and perceived trust) is also tested as an mediator between the relationship. Through a questionnaire survey to 183 twitter users in Korea, the results indicate that self-presentation has a direct influence on self-disclosure as well as an indirect influence through perceived trust. In contrast, privacy concern has not a direct but an indirect negative influence on self-disclosure through perceived risk. In conclusion, self-presentation has a stronger influence on self-disclosure then privacy concern to Twitter users. An individual who has a higher propensity for self-presentation will form a stronger perceived trust on Twitter, which in turn, affects the individual's self-disclosure. On the other hand, an individual who is more concerned with personal privacy will feel more serious about perceived risk, which in turn, negatively influences one's perception of the trust in Twitter as well as his desire for self-disclosure.

• 한국정보기술응용학회:학술대회논문집
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• 한국정보기술응용학회 2007년도 춘계학술대회
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• pp.321-349
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• 2007

The objective of this study is to investigate factors influencing trust on internet shopping mall and to examine whether these factors on trust have differences between Korean and Chinese users. Based on the literature reviews, this study employs six factors in two groups of influencing factors, web-site characteristics and individual characteristics as key determinants of trust in internet shopping mall. Analysis of 470 responses (Korean: 320 users, Chinese: 150 users) of survey questionnaire indicates the following: In terms of the relationship between web-site characteristics factors and the trust, the results showed clear differences between Korean and Chinese samples. For the Korean samples, transaction security and interactivity were the only significant influencing factors. For the Chinese samples, perceived reputation and perceived size were the only significant factors. In terms of individual characteristics factors, the influencing factors were found identical for the samples. Both propensity to trust and familiarity were significant factors in both Korean and Chinese samples. Based on the findings, managerial implications are discussed in building user trust in internet shopping mall in Korean and Chinese market.

• Journal of Information Technology Applications and Management
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• 제14권2호
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• pp.71-96
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• 2007

The objectives of this study are to investigate factors influencing trust on internet shopping mall and to examine whether these factors on trust have differences between Korean and Chinese users. Based on the literature reviews, this study employs six factors in two groups of influencing factors, web-site characteristics and individual characteristics as key determinants of trust in internet shopping mall. Analysis of 470 responses(Korean: 320 users, Chinese: 150 users) of survey questionnaire indicates the following: In terms of the relationship between web-site characteristics factors and the trust, the results showed significant differences between Korean and Chinese samples. For the Korean samples, transaction security and interactivity were the only significant influencing factors. For the Chinese samples, perceived reputation and perceived size were the only significant factors. In terms of individual characteristics factors, the influencing factors were found identical for the samples. Both propensity to trust and familarity were significant factors in both Korean and Chinese samples. Based on the findings, managerial implications are discussed in building user trust in internet shopping mall in Korean and Chinese market.

• 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.

• Journal of Preventive Medicine and Public Health
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• 제43권5호
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• pp.411-422
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• 2010

Objectives: This study aims to investigate the factors related to Korean physicians' trust in the government. Methods: We used structured questionnaires that were composed of multidimensional scales for each of the various categories. Results: The recognition levels of trust of the government by Korean physicians were not high, and they ranged from 3.6 to 4.8 for ten scales. The factors related to trust in the government were categorized into seven factors on the basis of a factor analysis. On the regression analysis, a positive relationship was found between "the individual propensity to trust" and trust in the government, while a negative relationship was found between "the recognition level regarding the government as an authoritarian power" and trust in the government. "Confidence about participation in the policy process" as internal efficacy and "belief in governmental ability and motivation toward public demand" as external efficacy also showed a strong positive relationship with trust in the government. Conclusions: From these results, we can draw the conclusion that making efforts to improve the recognition level of trust in the government among physicians is an important policy task. To increase the trust level, participation of physicians in the policy process in various ways and open communication between the physicians' associations and the government should be facilitated.

• 한국콘텐츠학회논문지
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• 제18권8호
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• pp.544-560
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• 2018

공익연계마케팅은 소비자들이 조직이나 개인의 목적을 만족시키려는 기업과의 이윤 창출적인 교환행위에 참여함에 있어, 기업이 지정된 사회적 명분을 대상으로 일정금액을 기부하는 것을 특징으로 하는 마케팅 활동이다. 본 연구는 공익연계 마케팅 메시지 제시여부가 소비자 제품태도에 미치는 영향력을 확인하고, 더불어 소비자의 윤리적 소비성향 및 사회신뢰성향 그리고 제품유형(실용재 vs. 쾌락재)의 조절적 역할을 규명함으로써 실무적인 시사점을 제시하고자 하였다. 연구결과, 소비자들은 공익연계 마케팅 메시지가 제시되지 않은 제품보다 공익연계 마케팅 메시지가 제시된 제품에 대하여 더 호의적인 태도를 보이는 것으로 나타났다. 또한 소비자의 윤리적 소비성향과 사회적 신뢰성향이 높을 경우 공익연계 마케팅 메시지가 더 강한 영향을 미치는 것으로 나타났다. 하지만 제품유형에 대한 조절효과는 유의하지 않은 것으로 나타났다. 이들 결과는 기업이 공익연계 마케팅 활동을 전개하는 것도 중요하지만, 그에 앞서 소비자들의 윤리적 소비성향과 사회적 신뢰성향을 높여줄 수 있는 다양한 캠페인 등을 전개할 때, 이러한 마케팅 활동이 보다 큰 성과를 낼 수 있음을 시사하고 있다.

• 한국조사연구학회지:조사연구
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• 제10권3호
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• pp.85-106
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• 2009

본 연구는 한국과 일본에서 나타나는 인터넷 이용행태의 기본적인 특성과 전반적인 인식이 온라인에서의 관계망의 형성과 유지에 어떤 영향을 주고 받는지를 구체적으로 살펴보았다. 이를 위해 한국과 일본의 이용자들의 온라인 관계망의 현황과 개인적 성향, 인터넷 이용패턴, 그리고 인터넷에 대한 인식 등을 설문조사를 통해 알아보았다. 연구결과를 요약하면, 온라인 관계망의 크기와 활용에 있어서 한국의 이용자들이 보다 적극적인 것으로 나타났으며, 양국 모두 자주 만나기 어려운 사적인 관계의 대상들과 관계하는 비율이 높은 것을 알 수 있었다. 또한 한국의 이용자들은 개인적 성향이나 인터넷 관련 행태 및 인식이 전반적으로 만남의 방식에 영향을 미치지 않았던 데 비해 일본의 이용자들은 관계지향적인 인터넷 이용 패턴과 인터넷의 유용성에 대한 인식이 온라인에서의 접촉 양상에 영향을 미치는 것으로 나타났다. 온라인 관계망의 크기와 관련하여 양국 모두에 공통적으로 나타난 것은 인터넷을 정보지향적으로 이용할수록 등록된 대화상대가 증가한다는 점이었다. 이는 인터넷에서의 관계형성에 있어 약한 유대에 기반한 관계가 효율적이고, 이러한 관계를 통해 얻을 수 있는 혜택이 정보적 혜택이라는 기존의 이론과 잘 부합하는 결과라고 할 것이다. 아울러 일본의 경우 온라인에서의 관계형성 전반에 있어 온라인 공간에 대한 위험인식 정도, 즉 신뢰의 여부가 크게 영향을 미치는 것으로 분석되었다.