• Management Science and Financial Engineering
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• 제16권2호
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• pp.81-97
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• 2010

Trust is one of the most important aspects of the relationship between retailers and consumers in e-commerce. Users may have concerns about transaction security or personal information leakage when they engage in transactions over the Internet. It can be difficult to attract customers if the retailers or service providers cannot establish trust with their customers. There have been many studies of trust-building mechanisms between customers and e-storefronts. However, little work has been done on identifying the relationships between customer satisfaction, purchase intention, and trust. In addition, trust building occurs in the pre- and post-purchase phases of an e-commerce transaction, as well as gradually over repeated transactions. Thus we distinguish between cue-based trust and experience-based trust. The objective of this study was to explain the impact of trust on customer satisfaction and purchase intention in relation to e-commerce sites from the perspective of a multi-dimensional concept of trust. We surveyed 350 undergraduate students and obtained 331 responses for analysis. The result of our analysis showed that cue-based trust has a positive relationship with trust based on experience. Although the two concepts of trust have positive relationships with satisfaction, the path coefficient of trust based on experience was higher than that of cue-based trust. In addition, the purchase intention mediates the relationship between cue-based trust and experience-based trust.

• Asia pacific journal of information systems
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• 제25권3호
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• pp.500-518
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• 2015

The present research aims to identify the relationship between trust and distrust in an online business environment. To clarify the concepts, cognitive-affective personality system theory was introduced, through which five types of psychological units were proposed. In developing the research model based on the theory, technical effectiveness of the system and content truthfulness of the website were selected as two key stimuli for the coding process of online users. Trust and distrust were selected as mediating factors that generate consequent behaviors. Finally, purchase intention served as a final dependent variable. Assuming that trust and distrust emerge in psychologically different stages, this study hypothesized the mutual causal relationship between trust and distrust, indicating that the relationship will be determined by their contextual emphasis on each dimension. To validate, a survey was conducted with 307 online shopping mall users. Results show that stimuli were more significantly associated with trust. Trust is therefore a more cognitive construct than distrust, and the path from trust to distrust is stronger than that from distrust to trust. This finding implies that the cognitive aspect of trust is stronger than that of distrust. Distrust is rather more affectively emerging than trust.

• 한국IT서비스학회지
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• 제12권3호
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• pp.39-54
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• 2013

IT consulting is becoming a norm rather than exception in this age of smart work and information revolution. As IT consulting is one of the knowledge intensive services requiring high credence on both sides, maintaining a good trustful relationship is critical in sustenance of strategic partnership between business firms and IT service firms. Trust is known to be one of the salient constructs in service relationships. In this study, building from the social psychology literature, trust is conceptualized as two dimensions : cognitive and affective trust. Using two dimensions of trust as mediators, a research model is constructed for IT consulting specific context : relationship continuance intention as the dependent construct while expertise, service performance, reputation, relationship satisfaction and value similarity as antecedents of cognitive and affective trust. 145 data points were collected through a survey of IT service client project managers retrospectively asking their experience with IT consultants. Findings suggest that cognitive trust is associated with perceived level of expertise and service performance while affective trust with relationship satisfaction and value similarity, respectively. Interestingly, the paths from reputation are found to be statistically insignificant towards both dimensions of trust, indicating IT service context would be more practically outcome oriented than any other professional service context. Also, cognitive trust seems to maintain stronger influence on relationship continuance intention as anticipated. Implications and limitations are discussed at the end.

• 한국컴퓨터정보학회논문지
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• 제10권6호
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• pp.239-252
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• 2005

유비쿼터스 환경의 핵심 기술인 USN은 배터리 용량 및 연산능력이 제한된 자원하에서 운영되어야 하며 이로 인하여 USN은 저 전력소비 및 최소의 연산량을 유지하기 위한 경량화된 설계가 반드시 요구된다. 이전의 J$\emptyset$sang의 신용모델에 기반한 USN상호인증 방법은 최소의 연산 기능만을 적용하여 경량화 된 상호인증이 가능하다는 특징이 있으나, 신용을 표현하기 위한 구성요소들의 속성이 경량성의 측면에서 미비점을 갖는다. 본 논문에서는 USN에서의 경량 상호인증에 적용하기 위해 J$\emptyset$sang 모델을 개선한 신용모델을 제안한다. 제안된 USN신용모델은 오직 신용 표현 대상(x)의 믿음(belief)의 정도만을 적용하여 신용정보를 정의한다 정의된 신용정보는 확률 및 논리 연산(AND)에 기초하여 정보를 계산하기 때문에 기존 J$\emptyset$sang의 신용모델 보다 계산량 측면에서 경량성을 가진다.

• 지식경영연구
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• 제13권2호
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• pp.53-72
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• 2012

Recently, an effective building and utilization of information system are essential in franchise firms as well as corporate management. Accordingly, this study is to examine the structural relationships among partnership quality of supplier, trust with a supplier and commitment, and franchise information system performance based on Henderson's(1990) information system partnership model and Lee and Kim's(1999) partnership model. For these purposes, the authors developed several hypotheses. The data were collected from 173 franchisors and analyzed with SPSS 18.0 and AMOS 18.0 The results are as following. First, sharing knowledge, interdependence, and mutual benefit influence supplier trust, but do not influence commitment. Second, supplier trust affect commitment and it prove that supplier trust is a full mediating role between partnership quality and commitment of franchise and information system supplier. Third, both supplier trust and commitment have a positive effect on performance of franchise information system. Therefore, it implies that supplier trust is significant factor in an performance of franchise information system. At the end of this paper, managerial and theoretical implications, limitations and future research directions were suggested.

• 정보관리학회지
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• 제24권1호
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• pp.227-250
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• 2007

온라인 커뮤니티 사이트는 최근 크게 발전하고 있다. 그 이유는 인터넷이 개인생활 속에 깊숙이 침투하면서 사회 연결망, 즉 social networking 현상이 활성화되고 그에 따라 많은 사용자들이 특정 온라인 커뮤니티 사이트에서 다양한 정보활동을 하고 있기 때문이다. 본 연구에서는 이러한 온라인 커뮤니티 사이트에 대한 중개자 신뢰와 시스템 신뢰가 해당 커뮤니티 내에서의 포럼활동에 대한 신뢰 및 정보품질 만족에 미치는 영향에 관한 실증분석을 하고자 한다. 실증분석을 위한 자료수집은 삼성경제연구소의 온라인 커뮤니티 사이트인 SERI (www.seri.erg)를 대상으로 하였으며 해당 SERI 사이트 내에서 SERI 포럼활동을 하고 있는 사용자들을 대상으로 하여 591명의 유의한 설문자료를 수집하였다. 실증분석 결과 다음과 같은 결과를 얻을 수 있었다. 첫째, SERI의 중개자 신뢰와 시스템 신뢰는 해당 SERI 포럼의 정보품질과 시스템품질, 그리고 인지효과성에 긍정적인 영향을준다. 둘째, SERI의 중개자 신뢰는 해당 SERI 포럼의 인지위험을 줄이는데 기여를 한다. 반면, SERI의 시스템 신뢰는 해당 SERI 포럼의 인지위험에는 유의한 영향을 주지 못한다. 이는 아무리 온라인 커뮤니티 사이트의 지명도가 높다고 하더라도 이는 해당 온라인 커뮤니티 내의 포럼 사용자가 느끼는 인지위험에는 유의한 영향을 주지 못하다는 것을 의미한다. 셋째 그러나 SERI의 중개자 신뢰와 시스템 신뢰가 높을수록 해당 SERI 포럼의 신뢰와 정보품질만족에는 긍정적인 영향을 준다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권2호
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• pp.830-842
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• 2015

Trust and trustworthiness of web services and organizations is calculated as scalar values. But there is still a certain level of risk for the overall reliability of this value. In this article, we focus on calculating trust values as intervals between upper and lower bounds based on predefined confidence values through an additional confidence probability. This will give us a more realistic approach to the trust assessments between individuals and organizations. We also developed a web-based software tool, TAST (Trust Assessment Software Tool) that collects the web services' evaluation of different customer groups for similar organizations through the user interface and calculates the trust intervals for predefined and previously selected confidence values. Our model uses a weighted calculation of mean and variances of customer groups in specific periods and analyses the total and incremental trust of different customer groups.

• 한국정보시스템학회지:정보시스템연구
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• 제19권4호
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• pp.65-85
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• 2010

The importance of communities of practice(CoP) as an organizational informal unit for fostering knowledge transfer and sharing gains a lot of attention from KM researchers and practitioners. Since most of CoPs are formulated online these days, the credibility or trustworthiness of knowledge contents circulated within a certain CoP should be considered thoroughly for them to be fully utilized safely. Here comes the need for an appropriate trust measuring methodology to determine the true value of knowledge given by unknown people through an online channel. In this paper, an improved trust measuring method is proposed using new trust variables such as level of degrees derived from the relationships among community users. In addition, activeness, relevance, and usefulness of the knowledge contents themselves, which are calculated automatically using a text categorization technique, are also used for trust measurement. The proposed framework incorporates fuzzy set and calculation concepts to help build trust matrices and models, which are used to measure the level of trust involved in specific knowledge artifacts concerned.

• Asia pacific journal of information systems
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• 제16권2호
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• pp.159-181
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• 2006

The purpose of this research is to identify the factors affecting user acceptance of mobile banking. To test the hypotheses, this research incorporates trust to extend the model. This study investigates the causal relationship among four factors; perceived ease of use, perceived usefulness, trust, and intention to use in mobile banking. This study also identifies the elements by which these factors are influenced. The result finds that facilitation condition and self-efficacy are significant elements affecting perceived ease of use. System quality, perceived ease of use and trust are significant elements affecting perceived usefulness, However, social influence is found to be not significant. System quality and perceived ease of use are significant elements affecting trust. Conclusively, perceived ease of use, perceived usefulness and trust are significant factors affecting the user acceptance in Mobile banking.

• 경영과정보연구
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• 제13권
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• pp.163-188
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• 2003

Lack of trust is major reason for many company to take a cautions stance towards business-to-business electronic commerce. Especially innovative business models such as online business-to-business marketplaces face the lack of not only having to give their members and partners faith own capabilities and reliability, but also to ensure that the respective parties interacting through them have trust in each other. This paper is empirical study on the trust factors affecting the repurchase intentions in a B2B e-Marketplace by survey instrument based on Likert-style 5 point measurement scale. The objective of this paper is evaluation of relationship between repurchase intentions and trust. The focus of this paper is the antecedents and consequences of buyer trust in a B2B e-Marketplace, not trust intermediaries or in third parties that might mediate between the buyer and e-Marketplace. The findings of this study are expected to increase the awareness of B2B e-Commerce adopter and implementers about the importance of trust in e-commerce participation.