• Journal of Information Technology Applications and Management
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• v.23 no.1
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• pp.1-23
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• 2016

Social commerce (s-commerce) is a subset of e-commerce and uses social media for social interactions. Although s-commerce has been rapidly growing, disputes between some s-commerce firms and their consumers often occur over issues such as poor customer services, incorrect product information, and late refunds. In order for s-commerce to continuously grow, s-commerce firms need to build consumer-trust in their transaction process to minimize their consumers' uncertainty. The purpose of this study is to examine the relationships between the multidimensional trust (ability, integrity, benevolence) and the intention of continuous use of s-commerce. Moreover, this study presents antecedent factors needed for trust-building by applying the characteristics of s-commerce, and verifies the relations between the variables. We test and validate the research model and related hypotheses using structural equation modeling based on a survey done on 428 people who have previous experience with s-commerce. The result shows that trust has positive effect on the intention of continuous use, and verifies the necessity of the antecedent factors (social presence, assurance, informativeness, economic feasibility, and seller reputation) for trust-building. This study provides strategy for the continuous growth of s-commerce, and suggests theoretical implication that explains the relationship between the characteristics of s-commerce and consumers.

• Journal of Korean Society of Rural Planning
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• v.14 no.1
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• pp.9-21
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• 2008

This study deals with shopping value and trust as the factors to influence consumer attitude and purchase intention in online shopping. Utilitarian and hedonic shopping values, trust, attitude and purchase intention are incorporated into the Value-Attitude-Behavior model to find out how differently shopping values and trust influence online shoppers attitude and purchase intention when they have different purchase experiences. Data are collected from survey of 187 subjects and divided into two groups according to their online purchase experiences : 97 shoppers with low online purchase experiences and 89 with high experiences. PLS(Partial Least Square) method is applied to estimate the research model and to test 7 hypotheses. The results show the difference of the way how shopping value and trust influence purchase intention. In the case of low experienced online shoppers, trust has the greatest influence purchase intention, followed by hedonic shopping value mediated by attitude. However utilitarian shopping values have a bigger impact on it for shoppers with high purchase experiences. In the latter, trust also has a significant impact on purchase intention at confidence level of 0.05. The results also provide useful implications for practitioners to build and manage their marketing strategies. Managers of online shopping mall should react to the different shopping value by shopper's experience.

• Asia pacific journal of information systems
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• v.33 no.4
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• pp.1156-1170
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• 2023

Various corporates have launched products and brands to meet the diverse needs of consumers. However, an excess of information and products could be collapsed into a choice paradox far from the intention. As an alternative to these problems, curation-based services have recently been in the limelight and can be adopted into e-commerce sites. As one of the earlier studies on the considerable factors of curation services, this study focuses on the online fashion recommendation system in which design quality, interactivity, and perceived usefulness will affect trust, satisfaction, and continued intention to use. In the result, the design quality factor shows a positive effect on satisfaction, but not on the trust. Also, interactivity doesn't demonstrate a significant positive effect on both the satisfaction and the trust factors far from the previous ones but the perceived usefulness had a positive effect on those. In addition, the personalization does not affect a significant effect on the satisfaction factor but on the trust factor. Subsequently, the trust affects the satisfaction, and the satisfaction on the continued intention to use factor, but trust does not significantly affect the continued intention to use directly.

• Management & Information Systems Review
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• v.29 no.4
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• pp.67-88
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• 2010

The primary purpose of this study is to examine the effects of information satisfaction on customer trust and future behavior intention in open markets. Based on relevant literature reviews, this study posits three information satisfaction characteristics, that is, seller information satisfaction, product information satisfaction, and transaction procedure information satisfaction as key determinants of customer trust and future behavior intention. And then we structured a research model and hypotheses about relationship between these variables. A total 253 usable survey responses of open market users have been employed in the analysis. The major findings from the data analyses are as follows. Firstly, all three kinds of seller information satisfaction, product information satisfaction, and transaction procedure information satisfaction have a positive influence upon customer trust. Secondly, customer trust have very significantly related to repurchase intention in open markets.

• Informatization Policy
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• v.20 no.1
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• pp.22-41
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• 2013

The purpose of this paper is to examine the effect of interpersonal face-to-face offline on identification-based trust and reciprocity norm in online world, and the effect of identification-based trust and reciprocity norm on the intention and behavior of sharing information in online world. To understand the moderating role, the importance of information was established as a moderating variable, and an empirical analysis was conducted, focusing on the undergraduate. The results of this study are as follows. It was found that interpersonal face-to-face in offline world affects identification-based trust and reciprocity norm in online positively. A reciprocity norm of identification-based trust and reciprocity norm in online world affected by interpersonal face-to-face in offline world has a positive effect on the intention and behavior of sharing information in online, but showed that identification-based trust does not affect them significantly. And reciprocity norm has significant relationship with information sharing behavior through the intention to share information. It was found to be a partial moderating effect of importance of information on the relationship among the reciprocity norm and the intention and behavior of sharing information.

• Journal of the Korean Institute of Intelligent Systems
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• v.16 no.1
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• pp.61-65
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• 2006

This paper is concerned with a quantitative computational trust model which lakes into account multiple evaluation criteria and uses the recommendation from others in order to get the trust value for entities. In the proposed trust model, the trust for an entity is defined as the expectation for the entity to yield satisfactory outcomes in the given situation. Once an interaction has been made with an entity, it is assumed that outcomes are observed with respect to evaluation criteria. When the trust information is needed, the satisfaction degree, which is the probability to generate satisfactory outcomes for each evaluation criterion, is computed based on the outcome probability distributions and the entity's preference degrees on the outcomes. Then, the satisfaction degrees for evaluation criteria are aggregated into a trust value. At that time, the reputation information is also incorporated into the trust value. This paper presents in detail how the trust model works.

• The Korean Journal of Franchise Management
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• v.13 no.3
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• pp.1-15
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• 2022

Purpose: In the restaurant sector, it has been known that consumers' positive perception of brands influences their positive WOM intention, and information sources play an important role in increasing credibility by enhancing consumer awareness and developing differentiated brands. This study examines the effects of information sources (e.g., advertisement, WOM, SNS) on trust (cognitive and affective) and, WOM and eWOM intention in the restaurant context. In the model, cognitive and affective trust play mediating roles in the relationships between information sources (e.g., advertisement, WOM, SNS) WOM and eWOM intention. Research design, data, and methodology: Research models and hypotheses were developed according to the research direction. The survey questionnaire items were developed and used appropriately according to the contents of this paper based on prior studies. All constructs were measured with multiple items developed and validated in prior studies. A total of 502 responses were collected from an online survey. The research model was evaluated using SmartPLS 4.0. Frequency analysis was performed to understand the demographic characteristics of the survey respondents. The reliability, convergent validity, and discriminant validity were assessed using measurement model analysis. The proposed model was verified using the structural equation model. Results: Advertisement, WOM, and SNS information sources all had a positive effect on affective trust, whereas only WOM had a significant effect on cognitive trust. In addition, affective trust had a positive effect on cognitive trust and eWOM intention but did not affect WOM intention. Finally, cognitive trust was found to have a positive effect on both WOM intention and eWOM intention. Conclusions: This study redefines the concept of where restaurant service companies should focus when providing consumers with information about their products and services. As a result, the conceptual framework of positive word of mouth intention to increase new customer visits to the restaurant brand has been expanded. In addition, this study not only presents an information source management strategy for restaurant brands, but also presents practical implications for resource allocation guidelines for customer management in the restaurant sector.

• 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.

• The Journal of Information Systems
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• v.14 no.2
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• pp.293-317
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• 2005

Female customers form a major customer group for Internet shopping and their trust on Internet stores seems to be significantly related with their transactions. This paper focuses on female customers' trust on Internet stores, hypothesizing that online service quality has a positive impact on trust and that trust, in turn, together with service quality has a positive effect on loyalty. We investigate trust from three dimensions(benevolence, integrity, and ability) and at the same time, unlike existing research, treat service quality to have five dimensions (intangibles, reliability, responsiveness, assurance, and empathy) as known in SERVQUAL(Parasuraman et al., 1988). Survey data is obtained from the female college student sample. Our research model is justified in terms of construct validity, internal consistency, and goodness of fit. Research hypotheses are tested using SEM(Structural Equation Modeling). The results are as follows: First, assurance and empathy dimensions of service quality have significant impacts on benevolence/integrity dimension of trust. Second, out of the five service quality dimensions, only assurance has a positive effect on ability dimension of trust. Third, assurance dimension of service quality and ability dimension of trust are positively related with customer loyalty. The most important factors for female customers' loyalty are found to be assurance(service quality) and ability(trust). The significance of assurance is in line with findings from existing research. But its relationship with the trust dimensions is uncovered in this research, and the only dimension that impacts on ability is assurance. We find that female customers build trust about internet stores based on their ability rather than on their benevolence/integrity and that the female customers' perception on the internet stores' ability can be improved by higher service quality from the aspect of assurance. Importantly enough, these findings offer practical guidelines to Internet stores to boost female customers' loyalty.

• The Journal of Information Systems
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• v.22 no.2
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• pp.1-24
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• 2013

The main purpose of this study is to understand how the characteristics of social network services' social group can impact customer satisfaction, trust and repurchase intention. For this, this study extracts five social group factors(word of mouth effect, social interaction, collectivism, variety seeking, information seeking) based on relevant literature reviews. In addition, the study examines the moderating effects of utilitarian value on the relationships between customer satisfaction and trust and intention to repurchase. The proposed model of this study is empirically tested using survey data collected from 220 social commerce users. The results indicated that social group factors except social interaction were positively related to customer satisfaction. In addition, social group factors except social interaction and information seeking were positively related to trust. The results also showed that customer satisfaction and trust had a significant influence on intention to repurchase. The moderating effects of utilitarian value also was significant. The results of this study presented the strategic implications for social commerce firms.