• 유통과학연구
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• 제11권4호
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• pp.73-80
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• 2013

Purpose - As the smart-phone market adds new technologies and introduces new marketing trends, competition among companies is getting fierce. Now, smart-phone companies need to pay attention not only to attaining new customers but also to retaining customers, which means managing relationships to prevent customer defection. Therefore, how to satisfy customer needs and maintain long-term relations are both important to make consistent progress in the rapidly changing smart-phone market. To illustrate this point, the study focuses on analyzing the effects of consumption value on relational factors and buying intentions among smart-phone users. First, consumption value was divided into functional, economic, and emotional values. After that, the effects of these values on satisfaction and brand trust were confirmed. Additionally, effects of satisfaction and brand trust on repurchase intention were analyzed. Research design, data, and methodology - The data was collected in a self-administered survey among 270 undergraduate students, using smart-phones between June 4th-12th, 2012. A total of 257 questionnaires were collected and used for the data analysis. A path analysis based on Lisrel 8.54 was used for the hypothesis test. Consumption value was divided into functional, economic, and emotional values. Subsequently, the effects of these values on satisfaction and trust in the brand were confirmed. Additionally, the effects of satisfaction and trust in the brand on repurchase intention were analyzed. Results - First, functional value, economic value, and emotional value - especially emotional value - were revealed to have positive effects on satisfaction. Second, emotional value was shown to have positive effects on brand trust, while functional and economic values did not. Third, satisfaction had positive effects on brand trust. In considering the relative influence on brand trust, satisfaction was the most crucial factor. It is clear that in the evaluation of the direct experience, using the product or the service plays an important role in building brand trust. Fourth, satisfaction and brand trust positively influenced repurchase intention. This indicates that both factors must be achieved to induce the repurchase Intention among customers. Conclusions - One can see that the enjoyable emotions consumers feel while using smart-phones is the most important factor in increasing levels of satisfaction. Moreover, this indicates that consumers pursue economic desires along with convenient functions in order to reduce opportunity costs. Additionally, consumers are affected by psychological and emotional messages in building trust, rather than practical and rational ones. Thus, in order to appeal to young clients as an attractive brand in the smart-phone market, approaching customers with an emotional value is recommended. In addition, in order for the brand to gain trust, the overall experience the consumer feels while using smart phones should be maximized. After all, one must fulfill the consumers' desire for a new experience and show a willingness to faithfully accomplish the responsibility of the brand to strengthen relationships with customers in the smart-phone market.

• 디지털융복합연구
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• 제18권5호
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• pp.221-232
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• 2020

본 연구는 메이크업 뷰티아카데미 수강생들이 뷰티아카데미에 대해 지각하는 관계혜택이 브랜드 이미지와 신뢰, 추천의도에 미치는 영향에 대해 분석하였다. 이를 위해 서울, 인천, 경기 등 5개 전문 뷰티아카데미 수강생을 대상으로 설문조사를 실시하였다. 잠재변수들 간의 인과관계와 상호 영향력, 구조모형을 동시에 측정할 수 있는 SmartPLS 2.0을 이용하여 분석하였다. 분석결과 관계효익 중 심리적 효익을 제외한 사회적 효익, 경제적 효익, 고객화 효익은 브랜드 이미지에 유의한 영향을 미치는 것으로 나타났다. 심리적 효익과 경제적 효익은 신뢰에 유의한 영향을 미치지 않는 것으로 나타났다. 브랜드 이미지와 신뢰 모두 추천의도에 유의한 영향을 미치는 것으로 나타났다. 분석결과를 바탕으로 메이크업 전문 뷰티아카데미와 수강생들 간의 고객관계 형성에 필요한 시사점을 도출하였다.

• 한국언론정보학보
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• 제23권
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• pp.113-151
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• 2003

본 연구는 갈등이 커뮤니케이션을 통해 표현되고 인식되고 관리된다는 측면에서 생산적이고 긍정적인 갈등 결과를 가져오는 핵심적인 요소로 커뮤니케이션 능력을 상정하고 있다. 이러한 인식하에 본 연구는 대인적 갈등상황에서 갈등관리전략은 커뮤니케이션 능력과 어떠한 관계가 있고, 커뮤니케이션 능력은 갈등관리전략과 갈등 후의 상호관계에 어떻게 작용하는가를 밝히는데 목적을 두었다. 분석결과 첫째, 통합전략은 커뮤니케이션 능력과 정적인 상관관계를 보였고, 회피전략과 분할전략은 부적인 상관관계를 나타냈다. 이것은 통합전략을 사용한 사람들은 상대방으로부터 커뮤니케이션 능력이 있는 것으로 평가받는 반면 분할전략과 회피전략을 사용한 사람은 상대적으로 능력이 없는 것으로 지각된다는 것을 의미한다. 둘째, 커뮤니케이션 능력은 갈등 후의 상호관계, 즉 친밀감, 신뢰감, 관계만족도와 긍정적인 관계가 있는 것으로 나타났다. 이것은 상대방을 커뮤니케이션 능력이 있는 것으로 평가한 사림들은 대체로 갈등 후에 상대한 친밀감이나 신뢰감을 더 느끼게 되고 결과적으로 상호관계에도 만족한다는 것을 의미한다. 셋째, 커뮤니케이션 능력은 갈등관리전략과 갈등 후의 상호관계를 매개하는 것으로 나타났다. 이것은 갈등 후의 상호관계는 자기가 어떻게 갈등관리전략을 구사했는가라는 평가에 직접적으로 영향을 받기보다는 상대방이 자신의 커뮤니케이션 능력을 어떻게 지각했느냐에 따라 달라진다는 것을 의미한다. 결과적으로 대인적 갈등상황에서 만족스럽고 생산적인 결과를 얻기 위해서는 커뮤니케이션 능력이 무엇보다도 중요하다는 것이 이 연구를 통해 밝혀졌다.

• 유통과학연구
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• 제14권8호
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• pp.113-121
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• 2016

Purpose - This paper aims to examine the impact of buyer-supplier cooperation on suppliers' trust on buyers and the moderating role of buyers' governance mechanism between the sharing activities and trust. Research design, data, and methodology - An integrated research model is designed to materialize the research hypotheses. First, the impact of buyer-supplier cooperation is empirically analyzed by looking into how the sharing activities, in the field of information, resource, and knowledge, of buyer with supplier will affect the trust of supplier on buyer. Second, the moderating effect of contract-based governance mechanism of buyer is empirically analyzed. Third, the influence of trust on innovation performance of suppler is empirically analyzed. Results - Our findings provide supporting evidence for some of our hypotheses. First, all of the sharing activities are significantly influential, but in different degree, to trust of supplier. Second, contract-based governance mechanism of buyer have a moderating effect on the relationship between sharing activities and trust, positively in resource-sharing activities, negatively in information-sharing activities, not significant in knowledge-sharing activities. Third, supplier's trust on buyer positively affects supplier's own innovation performance. Conclusions - The strategies applied in supply chain management have become important as the competition among firms has shifted from competition between individual firms to competition between supply chains. A customer's sharing activities with its supplier may contribute to an increase in innovation performance. The supplier's information-sharing activity with its customer could affect its information-sharing activities with its main supplier. Cooperative activity with a partner in the supply chain is cultivated and amassed into relationship knowledge, and this study shows that the cooperative relational knowledge related to information-sharing activities enables firms to participate in sharing activities with their main suppliers. Increasing evidence shows that sharing various activities between buyer and supplier improves trust and performance outcomes, and enables firms to maintain competitive advantage. From the perspective of knowledge theory, external knowledge is becoming more important in firms' innovation activities, because innovative knowledge is acquired primarily through interaction with another organization. In addition, relationship learning could be an important tool in absorbing the supplier's core technology, information, expertise, and core competencies, increasing relational value.

• 한국의류산업학회지
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• 제11권5호
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• pp.741-752
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• 2009

As a major obstacle to active online purchase at the level of consumer in China, distrust is raised in this study. Most of previous studies showed that trust is a major variable to cause a relational unity between company and consumer, on the other hand, this study attempts to show that according to the two dimensional point of view regarding trust each dimension of both trust and distrust distinctly contributes to marketing achievement. Interaction, perceived popularity, information usefulness, perceived security risk and perceived dealing risk were created as preceding variable, trust and distrust were constituted as parameter and relation absorption and purchase intention as consequential variable. These variables were analyzed with structural equation modeling (SEM) in LISREL 8.3 program. The results for this study are as follows. First, relation between exchange actors in marketing is divided into two concepts of trust and distrust differently from the previous studies. On the assumption that trust and distrust might exist simultaneously and they would distinctly have an influence on marketing consequency such as relation absorption and repurchase intention, it is identified that trust and distrust are a different dimension in online context. Second, the formative factor of online trust-distrust is identified and it is shown what relationship between internet shopping mall and relation absorption and foregoing purchase intention resulting from online trust-distrust exists. Third, it is shown that in online context the formative factor of online trust-distrust is distinctly contributed to relation absorption and repurchase intention. It is suggested that trust needs to be managed two-dimensionally separating from trust and distrust. Fourth, it is shown that both trust and distrust factor in terms of relation absorption and repurchase intention of consumer in internet shopping mall are significant variables. Trust is linked with repurchase intention through relation absorption, however, distrust is not directly linked with repurchase intention through relation absorption. Thus, the ripple effect of distrust appears to be much higher than that of trust.

• 한국의류학회지
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• 제27권2호
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• pp.229-238
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• 2003

The objective of this study is to investigate the impact of firm's various kind of characteristics on the oust in the supply chains between the textile makers and the retailers. Based on the preceding literature review. six hypotheses are proposed. To test the proposed hypotheses, data were collected utilizing questionnaires from 68 retailers(fashion shop). To analyze the data the SPSSWin statistical package was employed. Two(H4 and H6) out of six hypotheses were accepted, the others were rejected. According to the results, the greater the impact of the shared value and the reputation for the retailers on the textile maker is, the stronger the trust of the retailers in the textile maker is. Based on the research results, we can conclude that the trust management is a very important factor in the supply chains between the textile makers and the retailers.

• 한국유통학회지:유통연구
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• 제4권1호
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• pp.123-140
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• 1999

For more than a decade, trust and commitment have received much attention in marketing channels literature. This study investigates the effects of these two core relational dimensions on the performance of EDI-supported marketing channels. A survey of the 92 suppliers of large department stores in Korea indicates that commitment to EDI increases significantly the organizational and economic performance of EDI-supported marketing channels. Trust was found to increase EDI performance indirectly by enhancing commitment to EDI. Based on the Social Information Processing(SIP) theory the present study also explored the effects of time on trust and commitment to EDI and their impacts on EDI performance. Analyses supported the hypothesized time effects that trust and commitment to EDI develop positively as EDI moves from initial stage to application stage. However, the impacts of these two dimensions on EDI performance did not change significantly over time.

• 한국정보시스템학회지:정보시스템연구
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• 제31권4호
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• pp.123-143
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• 2022

Purpose The purpose of this study was to investigate the experience cues of chatbot services provided to existing customers familiar with the e-commerce environment, and to examine the effect of chatbot service's experience cues on customer experience and chatbot trust. Design/methodology/approach This study was conducted on consumers who experienced chatbot services in an e-commerce environment, the final 299 copies of valid data were obtained, and the research hypothesis was verified using PLS as a structural equation model. Findings As a result of the analysis, it was found that functional cues that cause customer experiences using chatbot services had a positive effect on cognitive and emotional experiences, human cues had a positive effect on cognitive, emotional and relational experiences, and customer experiences had a positive effect on chatbot trust.

• 한국IT서비스학회지
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• 제7권3호
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• pp.1-30
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• 2008

This paper proposes an integrated model of customer loyalty in the context of Internet shopping based on a review of two competing perspectives - transactional and relational views. The research model suggests that the usability and trust associated with an Internet shopping site are key determinants of customer loyalty. In this paper, factors such as promotion, ease of use/navigation, and purchase facilitation are posited as major determinants of usability. Trust, on the other hand, is assumed to be influenced by the quality of communication, social shopping service, and safety level associated with an Internet shopping site. This paper also asserts that the lack of consideration for individual differences is one of the key reasons for the inconsistent and mixed research findings in user acceptance literature. In this regard, the elaboration likelihood model (ELM) is considered to be appropriate referent theory as it may theoretically explain why a particular information technology (IT) related message has varying influences on different adopters. The research model comprising 11 hypotheses was derived from and validated through a survey involving 271 university students. The partial least square(PLS) method was used to test the suitability of the research model and its hypotheses. Overall, the results suggest that the usability and trust associated with an Internet shopping site play an important role in acquiring loyal customers. In particular, the user's Internet shopping involvement is found to moderate the relationship between trust and customer loyalty.

• 경영과정보연구
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• 제35권1호
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• pp.253-271
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• 2016

본 연구는 사회적 자본이 조직신뢰에 미치는 영향, 둘째, 조직신뢰가 추천의도, 이직의도에 미치는 영향을 분석하고자 한다. 이를 통해 사회적 자본이 어떤 경로를 통해 추천의도, 이직의도에 영향을 미치는지를 통합적으로 분석하고자 한다. 부산 소재 중소 제조업체를 대상으로 공변량 구조방정식모형을 통하여 실증 분석하였다. 실증분석 결과, 첫째, 사회적 자본 중 관계적 차원이 조직신뢰에 정(+)의 영향을 미치는 것으로 나타났으며 사회적 자본 중 관계적 차원이 조직신뢰에 가장 큰 영향을 주는 것으로 나타났다. 관계적 차원은 구성원들 간의 관계형성을 의미하며 상하 간의 관계, 동료와의 관계, 부서 사이의 관계 등의 상호작용에 있어 중요한 가치를 지닌다. 둘째, 사회적 자본 중 인지적 차원은 조직신뢰에 유의미한 영향을 미치지 않았으며 구조적 차원은 조직신뢰에 정(+)의 영향을 미치는 것으로 나타났다. 구조적 차원은 구성원들 간에 존재하는 사회적 연결망 혹은 유대관계에서 나타난 자본적 가치를 의미하며 조직에서 최적의 네트워크를 구축하는 것에 의해 형성된다. 셋째, 조직신뢰는 추천의도에 정(+)의 영향을 미치는 것으로 나타났으며 조직신뢰는 이직의도에 부(-)의 영향을 미치는 것으로 나타났다. 넷째, 사회적 자본과 추천의도 및 이직의도 간의 관계에서 조직신뢰가 일부 매개하는 것으로 나타났다. 끝으로 본 연구의 요약 및 시사점, 한계점 그리고 미래의 연구방향을 제시하였다.