• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.561-573
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• 2021

Knowing how to build and maintain consumer trust is crucial for e-commerce. Despite the number of empirical studies that have explored the factors that influence consumer trust, none of them considers the relative importance of different antecedents and how they interact to influence consumer trust. Therefore, based on the integrated Decision Making Trial and Evaluation Laboratory (DEMATEL) and Interpretive Structural Modeling (ISM) approaches, we establish a hierarchical structural model, which not only demonstrates the intensity of the relationships but also identifies the interdependence among the drivers of consumer trust in E-commerce. The findings confirm that propensity to trust is the most important determinant of consumer trust. The brand-related factors and platform-related factors are prominent in the process of building trust as they influence consumer trust indirectly through propensity to trust. Geographic location, demographic variables, and high security are identified as the root causes that affect consumer trust through other trust antecedents. Furthermore, the findings of this study offer valuable insights into an important element of e-commerce and provide a useful platform for future research. More represented samples and factors are encouraged for further research to ensure research fairness and minimize consumer distrust and uncertainty.

• Journal of Information Technology Applications and Management
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• v.31 no.1
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• pp.57-77
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• 2024

The aim of this research is to examine the impact of trust in reviews. Expertise, enjoyment, recency, and usefulness-four aspects of reviews-are designated as independent variables, and trust in reviews has been chosen as the mediating variable. The dependent variables are trust in firms and trust in products. For explaining the flow of trust, this study uses the theory of Trust Transfer. The study's findings demonstrated that customer trust in a product leads to consumer trust in a company, which is derived from trust in reviews. Reviews were found to be important from a practical standpoint. Furthermore, it was discovered that a product's category or features would have an impact on how reviews are trusted.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.416-423
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• 2020

This study examined parental education efforts on teacher confidence in parents of children attending elementary and middle school in Seoul. The effects of parents' educational efforts on teacher trust were examined to examine the mediating effects of parental school trust and local education satisfaction. The major findings of the study were as follows. First, parental education efforts had a positive (+) effect on teacher trust. Second, there was a mediating effect of school trust in parental educational efforts and teacher trust. This implies that the parental educational efforts directly affect teacher trust, but indirectly influence teacher trust through school trust. Finally, it was found that mediation effect of satisfaction of local education was found in the relationship between child education effort and teacher trust. This implies that parents effort directly affects teachers' trust, but indirectly influences teacher trust through local schooling satisfaction. Through these results, implications for educational and welfare aspects were discussed.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.12 no.8
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• pp.3926-3945
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• 2018

In Jøsang's trust model, trust evaluation is obtained through operators, but there are problems with the mutuality and asymmetry of trust and the impact of event weight on trust evaluation. Trust evaluation is updated dynamically and continuously with time and the process of interactions, but it has not been reflected in Jøsang's model. Therefore, final trust evaluation is not accurate, and malicious fraud cannot be prevented effectively. This causes the success rate of interaction to be low. To solve these problems, a new dynamic trust model is proposed based on extended subjective logic (DTM-ESL). In DTM-ESL, the event weight and the mutuality of trust are fully considered, the original one-way trust relationship is extended to a two-way trust relationship, discounting and consensus operators are improved, and trust renewal is designed based on event weight. The viability and effectiveness of this new model are verified by simulation experiments.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.10 no.2
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• pp.914-934
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• 2016

In the mobile distributed environment, an entity may move across domains with great frequency. How to utilize the trust information in the previous domains and quickly establish trust relationships with others in the current domain remains a challenging issue. The classic trust models do not support cross-domain and the existing cross-domain trust models are not in a fully distributed way. This paper improves the outstanding Certified Reputation (CR) model and proposes a Lightweight Cross-domain Trust (LCT) model for the mobile distributed environment in a fully distributed way. The trust certifications, in which the trust ratings contain various trust aspects with different interest preference weights, are collected and provided by the trustees. Furthermore, three factors are comprehensively considered to ease the issue of collusion attacks and make the trust certifications more accurate. Finally, a cross-domain scenario is deployed and implemented, and the comprehensive experiments and analysis are conducted. The results demonstrate that our LCT model obviously outperforms the Bayesian Network (BN) model and the CR model in our cross-domain scenario, and significantly improves the successful interaction rates of the honest entities without increasing the risks of interacting with the malicious entities.

• Korea Journal of Hospital Management
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• v.16 no.4
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• pp.111-130
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• 2011

The purpose of this study is to find moderating effects of re-use intention by trust factors between patients satisfaction and hospital images. Survey a general hospital in Seoul was performed, and a total of 202 questionnaires has been analyzed. Result of multiple regression analysis are verified moderating effects by trust factors with hospital image and re-use intention(F=8.223**). And patient satisfaction and re-use intention are verified moderating effects by trust factors(F=4.255*). In addition, classify them into high trust group and low trust group by median split method, even if there are felt the equal level of satisfaction or image that high trust group will be re-visit the hospital better than low trust group. As a result, trust factors must consider different level from satisfaction or image, it is necessary that hospitals will be prepare to improve the trust.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.11 no.6
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• pp.3273-3308
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• 2017

Building appropriate trust evaluation models is an important research issue for security guarantee in social networks. Most of the existing works usually consider the trust values at the current time slot, and model trust as the stochastic variable. However, in fact, trust evolves over time, and trust is a stochastic process. In this paper, we propose a novel time-variant stochastic trust evaluation (TSTE) model, which models trust over time and captures trust evolution by a stochastic process. Based on the proposed model, we derive the time-variant bound of untrustworthy probability, which provides stochastic trust guarantee. On one hand, the time-variant trust level of each node can be measured by our model. Meanwhile, by tolerating nodes with relatively poor performance, our model can effectively improve the node resource utilization rate. Numerical simulations are conducted to verify the accuracy and consistency of the analytical bounds on distinguishing misbehaved nodes from normal ones. Moreover, simulation results on social network dataset show the tradeoff between trust level and resource utilization rate, and verify that the successful transmission rate can be improved by our model.

• Asia pacific journal of information systems
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• v.19 no.3
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• pp.1-23
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• 2009

In information systems, "trust" and "risk" have been explored by a few trust-related research studies before, but as two separate issues. The way in which these studies have been designed, however, does not help clarify the relationship between trust and risk since they are studied as unconnected determinants of trusting behavior in electronic commerce. As such, this research attempts to examine and specify the relationships among the core constructs surrounding the issue of trust such as risk and trusting behavior. The context of Internet banking adoption is used to develop a conceptual model that incorporates the direct effects of trust and perceived risk on trusting behavior as well as the mediation of the relationship between trust and trusting behavior by perceived risk. The findings show that perceived risk mediates the relationship between trust and trusting behavior. Specifically, trust in the Internet as a banking medium significantly influences the adoption of Internet banking both directly and indirectly through perceived risk of Internet banking. Trust that the bank will not take advantage of consumers significantly influences the trusting behavior through perceived risk of Internet banking. This study, thus, extends research on trust in e-commerce by simultaneously examining the influence of trust and perceived risk on e-commerce adoption.

• Korean Journal of Community Nutrition
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• v.22 no.5
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• pp.401-412
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• 2017

Objectives: The purpose of this study was to investigate the current status of parents' monitoring of school lunch programs and to examine the relationship of parents' school lunch monitoring with their level of trust in school lunch programs. Methods: During November 2016, a web survey was conducted with 1,283 parents who had participated in monitoring of school lunch programs. A total of 621 parents completed the questionnaires (48.4% response rate) and the responses from 442 parents were analyzed (34.5% analysis rate) for elementary (n=196) and middle/high school parents (n=246), respectively. Results: Both the elementary and middle/high school parents most wanted to participate in monitoring 1~2 times per month, which was less frequent than their current practice. They showed the highest experience rate in 'food sanitation' area in both the prior training and actual practice of school lunch monitoring. They most responded 'increasing trust in school lunch programs' as a merit and 'lack of parents participating in monitoring' as a problem of school lunch monitoring. The average levels of trust did not differ between elementary and middle/high school parents. Multiple regression analyses showed that elementary school parents' level of satisfaction in the monitored school lunch programs was positively associated with the parents' level of trust in general school lunch programs. Monitoring frequency and parents' age, in addition to level of satisfaction in the monitored school lunch program, were associated with level of trust in general school lunch programs among middle/high school parents. Conclusions: There was room for change in parents' school lunch monitoring programs to meet parents' needs better. Well-managed school lunch monitoring programs contributing to parents' satisfaction with school lunch programs could increase parents' level of trust in school lunch programs.

• Korean Journal of Culture and Social Issue
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• v.12 no.3
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• pp.85-127
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• 2006

This study examines the formation and change of relational trust among Korean adolescents using indigenous psychological perspective. Among adolescents, we examine the basis of trust of their parents, friends and teacher and also their trust in people and institutions. A total of 968 adolescents (227 elementary, 284 middle school, 213 high school, and 244 university students) completed a questionnaire that contains the Relational Trust Scale developed by Kim and Park (2004a), Generalized Trust Scale developed by Yamagishi (1998) and a scale measuring trust of people and institutions (Kim, Helgesen & Ahn, 2002). The results are as follows. First, adolescents trust their parents due to their sacrifice, followed by their counsel and advice, dependability, consanguinity and respects. They trust their teachers due to their counsel and advice, followed by respect, sacrifice, and mutual trust. They trust their friends due to their advice, followed by empathy, mutual trust, dependability, friendship and sacrifice. Second, trust of their parents are highest among the elementary school students and lowest for the middle school students and lower for older age groups. The trust in teachers are highest among the elementary school students and lowest among the middle school and university students. In contrast, trust in friends increase from elementary school students to older age groups. Third, among trust in people and institutions, they are highest for parents and family and lowest for politicians and political parties. Except for trust in friends, trust of significant others and institutions (family, teachers, neighbors, company executives and politicians) is highest among the youngest age group and it decreases with older age group. Fourth, Yamagishi's generalized trust was highest among the older age groups (high school and university students). The patterns of results for relational trust and generalized trust is different and it points to the importance of understanding trust from the indigenous psychological perspective.