• 한국컴퓨터정보학회논문지
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• 제23권9호
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• pp.123-132
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• 2018

This study presents perceived reputation, perceived quality, perceived assurance of online shopping malls as the attributes factors of online shopping malls and identifies the impact of perceived online shopping mall attributes on trust, involvement and purchasing intention. Also we analyzed whether trust on online shopping mall affect involvement and purchasing intention, and whether involvement on online shopping mall affect purchasing intention. The results show that perceived quality, perceived assurance of online shopping malls influence positively on trust, but perceived reputation does not. Second, perceived reputation, perceived quality, perceived assurance of online shopping malls doesn't influence positively on involvement. Third, perceived quality, perceived assurance of online shopping malls influence positively on purchasing intention, but perceived reputation does not. Forth, trust on online shopping mall influence positively on involvement and purchasing intention. Fifth, involvement on online shopping mall influence positively on purchasing intention.

• 한국IT서비스학회지
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• 제14권1호
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• pp.263-276
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• 2015

As a social being, people can cooperate and control one another through the power of reputation, which is a critical opinion of someone given by others. Nevertheless, there have been obstacles in clarifying the identity of traditional types of reputation, for they are mostly words of mouth passed among members of a society. However, due to dramatic technological advancement and widespread use of the Internet and social media, now we can clearly see and analyze written reputations, which used to be passed only from mouth to mouth. Against this background, this study examines whether a negativity bias-a notion that an event of a more negative nature has a greater effect on one's psychological state than a positive event-applies to spread of reputation online, and examines related factors and effects. To this end, reputation-related online comments left by social media users during the election period of Korea's 6th provincial election on 4 June 2014 were analyzed. For the analysis, a Bass diffusion model was used, which is based on the innovation diffusion theory. The analysis results confirmed that, at online forum, negative reputations spread more quickly and more widely than positive ones, had a greater impact, and mass media such as online news outlets had a significant influence on spread of reputation online.

• 한국산업정보학회:학술대회논문집
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• 한국산업정보학회 2007년도 춘계학술대회
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• pp.190-196
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• 2007

With the rapid development of electronic commerce, online reputation management systems are of increasing importance in building trust and managing risk. Reputation rating mode and aggregating method are the most crucial parts of a reputation management system. In this paper, we analyze the merits and disadvantages associated with the rating mode and aggregating approach of current reputation management systems, and put forward some suggestions. These suggestions are helpful in improving current reputation management systems and developing new reputation management systems.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제11권4호
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• pp.2171-2195
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• 2017

When purchasing an online product, a customer tends to be influenced strongly by its reputation, the aggregation of other customers' ratings on it. The reputation, however, is not always trustable since it can be manipulated easily by attackers who intentionally give unfair ratings to their target products. In this paper, we first address identifying trustable users who tend to give fair ratings to products in online rating systems and then propose a method of computing true reputation of a product by aggregating only those trustable users' ratings. In order to identify the trustable users, we list some candidate features that seem related significantly to the trustworthiness of users and verify the robustness of each of the features through extensive experiments. By finding and exploiting these robust features, we are able to identify trustable users and to compute true reputation effectively and efficiently based on fair ratings of those trustable users.

• 디지털융복합연구
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• 제17권9호
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• pp.399-406
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• 2019

본 연구에서는 온라인 뉴스와 뉴스댓글로 부터 형성된 기업평판이 그 기업의 수익성과 어떠한 관계가 있는지를 알아보고자 하였다. 본 연구에서는 연구문제를 해결하기 위해 현대자동차, 신세계백화점, SK텔레콤, 아모레퍼시픽 네 기업을 대상으로 빅데이터 분석을 실시하였다. 연구 결과, 기업에 따라 온라인 뉴스와 뉴스댓글로 형성된 각각의 기업평판이 수익성에 미치는 영향은 차이가 나타났다. 현대자동차와 아모레퍼시픽과 같이 소비자가 직접 사용하는 제품제조기업인 경우 뉴스댓글로 형성된 기업평판이 더 큰 영향력을 나타났다. 또한 신세계백화점은 온라인 뉴스로 형성된 기업 평판의 영향력이 더 크게 나타났다. 반면 SK텔레콤은 수익성에 영향을 미치지 않았다. 결과를 바탕으로 본 연구는 기업의 평판관리에 있어 온라인 뉴스와 뉴스댓글을 중심으로 기업평판과 수익성 간의 관계를 알아봄으로써 평판관리전략을 수립하는데 기여하고자 한다.

• 유통과학연구
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• 제13권5호
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• pp.15-22
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• 2015

Purpose - Transparency, seller reputation, and website security are considered to be important factors that influence online customer purchasing decisions in China. This paper empirically examines the relative influence of Taobao.com on customers' online purchasing decisions. Research design, data, and methodology - We perform structural equation analysis, with a sample of 306 observations. The data comes from consumers' real transaction experiences from a specific website. This gives the results of our study more generalizability than studies using subjects who are not asked to engage in real transactions. Results - The results of this study reveal that perceived security and perceived reputation are critical factors affecting consumer trust and perceived transparency is most closely associated with purchase intention. Conclusions - The findings suggest that perceived transparency plays a significant role in increasing online consumer's purchase intention. The knowledge of the relative impacts of these factors and their roles in the customer transaction experience will be useful in developing customized sales strategies. The results of this study reveal that perceived transparency exerts a stronger effect than perceived reputation on consumer purchase intentions.

• 디지털융복합연구
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• 제15권2호
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• pp.115-120
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• 2017

본 연구는 온라인 사회연결망서비스(SNS)를 기반으로 하는 전자상거래, 즉 소셜 커머스 상의 콘텐츠 또는 상품광고에 대하여 형성되는 사용자 평판 형성의 신뢰도를 강화시키는 기법을 도출하고자 하는 데에 목적을 두고 있다. 온라인 평판정보는 소비자들의 의사결정에 중요한 요인으로 작용하고 있음에도 불구하고 평가자의 주관적 성향에 의존적이고 또한 이러한 평가를 자신 또는 판매자의 이익을 위해 악용하는 경우가 있기 때문에 온라인 여론 형성의 신뢰도에 문제가 있을 수 있다. 따라서, 본 연구에서는 협업필터링 기법을 기반으로 각 사용자 평판에 차별적인 가중치를 부여하는 방식을 적용해 SNS용 온라인 평판시스템 신뢰도를 향상시키고자 하였다. 본 연구의 결과는 사용자 평가 값에 각 개인의 신뢰도 가중치를 반영함으로써 좀 더 신뢰할 수 있는 평판결과를 제시할 수 있고, 아울러 특정집단의 이익을 위해 사용자 평판시스템을 악용하는 것을 막는 데 기여할 수 있을 것으로 기대된다.

• 유통과학연구
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• 제18권2호
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• pp.39-48
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• 2020

Purpose: This study examines components that dictate service quality of Online Travel Agencies. Research design, data and methodology: This study performed a survey that targeted people who have purchased travel products using Online Travel Agencies in the past year at Incheon International Airport. Out of 280 questionnaires, this study selected 249(88.9%) questionnaires for analysis. In analysis, this study used statistical package called 'SPSS 22'. Results: Based on the results, this study identified that company reputation and transactional stability influenced consumers' intent to share anecdotal and practical information. Conclusions: This study discovered several major findings. First, 'convenience' and 'price', two major factors in service quality, imposed positive effects on word-of-mouth intention of consumers. In particular, 'convenience' had the most significant impact. Next, this study verified the moderating effects of 'transaction safety' and 'reputation' on the effect relationships between 'convenience' and 'price', and consumer word-of-mouth intention. The results conclude that, in fact, some statistically significant differences among the effect degrees of the two independent variables on the dependent variable according to the safety level of transaction on Online Travel Agencies website do exist. In short, 'transaction safety' variable does have moderating effects on the above relationships.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.395-400
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• 2007

Previous studies present the mixed results on online reputation mechanism. In this study, we have found that an approach based on Bayesian statistics can explain most results of previous studies which are conflicting with each others. With this model, we explain why negative ratings have more significant marginal impacts on sellers' reputation than positive ones do. Furthermore, we even show why the feedbacks with a few negative ratings may increase the value of the item and final prices by confirming buyers' prior beliefs on the sellers' reputation much more than those without negative ratings. Also, we explain why there are not many negative ratings. Even though some studies suggest this because of generosity of users, our model shows that the reason is that the existence of FS itself prevents bad sellers from participating to the market as a signal itself. Even further, we show how this extreme tendency of positive ratings gets even stronger as markets evolve. Finally, to validate our analytical results, we examine the previous studies and see what factors effect the outcomes of their analyses.

• 유통과학연구
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• 제17권4호
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• pp.17-26
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• 2019

Purpose - Today's companies concentrate intensively on building consumer value and corporate reputation for continuing growth and advancement in an ever-changing global business management environment. This research intended to study the correlation between consumer value and corporate social responsibility (CSR) activities in building corporate reputation with consumers. Research design, data, and methodology - Online and offline surveys were conducted among male and female adults across Korea. Surveys were conducted for three weeks from August 21, 2018 to September 8, 2018. The samples consisted of 350 offline and 112 online surveys, and a combined total of 462 samples was used for final analysis. Result - Higher consumer value means a greater chance that consumers will select that company's products over those of competitors. For competitive advantage purposes, companies use various consumer management strategies to bolster consumer value and corporate reputation with consumers. Conclusions - Brand assets are subject to ethical responsibility, which is a dimension of corporate social responsibility. Of note, one relevant finding about brand assets (similar to findings in previous research) is the existence of confusion about brand recognition and brand image as perceived by customers.