• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.494-499
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• 2007

Recently, owing to the rapid development of Internet and information technology in China, the growth of consumers' purchasing activities in the Internet Shopping Mall has been truly phenomenal. Thus, it is considered essential to understand what affects Chinese consumer's intention to purchase in the Internet Shopping Mall. Based on prior studies, trust is thought as a key factor affecting on Chinese consumers' purchasing intention. Hence, the purpose of the study is to investigate the effects of Chinese consumer's trust on purchasing intention of Internet Shopping Mall. In order to accomplish the purpose of this study, a research model has been established and it suggests that there are significant relationships between trust and purchasing intention, e-commerce knowledge and trust, perceived reputation and trust, perceived risk and trust, perceived ease of use and purchasing intention. The results of the study show that the relationships between these variables are all significant. This research confirms the important effect of Chinese consumer's trust on purchasing intention. Implications of these findings are discussed for researchers and practitioners.

• Journal of Information Technology Applications and Management
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• 제17권4호
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• pp.39-56
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• 2010

We are sometimes interacting with people who we know nothing and facing with the difficult task of making decisions involving risk in social network. To reduce risk, the topic of building Web of trust is receiving considerable attention in social network. The easiest approach to build Web of trust will be to ask users to represent level of trust explicitly toward another users. However, there exists sparsity issue in Web of trust which is represented explicitly by users as well as it is difficult to urge users to express their level of trustworthiness. We propose a fuzzy-based inference model for Web of trust using user behavior information in social network. According to the experiment result which is applied in Epinions.com, the proposed model show improved connectivity in resulting Web of trust as well as reduced prediction error of trustworthiness compared to existing computational model.

• Asia pacific journal of information systems
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• 제13권2호
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• pp.119-143
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• 2003

Trust has been identified as a key component in many e-Commerce studies. The purpose of this study is to find out which factors play a major role in building trust and how the built-up trust affect consumer's purchase intention in Internet used-car transactions. Based on the information asymmetry, TAM(Technology Acceptance Model), and the trust theory, our research model includes factors such as a buyer's propensity-to-trust, institutional characteristics(inspection and warranty policy), word-of-mouth referral, perceived size, and perceived benefits as independent variables. The model also includes trust as a mediate variable, intention to purchase as a dependent variable and perceived quality risk as a moderate variable. The research model is tested by analyzing 787 sample data gathered from Internet used-car transaction sites. The result shows that the trust has significant effects on the online purchase intention, and institutional characteristics has been identified as the most significant factor for the trust of Internet used-car sites. The independent factors influencing trust vary depending on the level of perceived quality risk. For users who perceive the quality risk low, the perceived benefits explain a little portion of the purchase intention. However, those who perceive quality risk high would purchase used-cars only when they have trust on the Internet sites, indicating that trust play an important role as a mediate variable. This study suggests that enhancing the trust in Internet used-car sites is important to increase online transactions.

• 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.

• International Journal of Computer Science & Network Security
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• 제24권7호
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• pp.101-107
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• 2024

Cloud computing is a widely used technology that has changed the way people and organizations store and access information. This technology is quite versatile, which is why extensive amounts of data can be stored in the cloud. Furthermore, businesses can access various services over the cloud without having to install applications. However, the cloud computing services are provided over a public domain, which means that both trusted and non-trusted users can access the services. Though there are several advantages of cloud computing services, especially to business owners, various challenges are also posed in terms of the privacy and security of information and online services. A kind of threat that is widely faced in the cloud environment is the on/off attack. In this kind of attack, a few entities exhibit proper behavior for a given time period to develop a highly a positive reputation and gather trust, after which they exhibit deception. A viable solution is provided by the given trust model for preventing the attacks. This method works by providing effective security to the cloud services by identifying malicious and inappropriate behaviors through the application of trust algorithms that can identify on-off attacks.

• 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.

• Journal of Information Technology Applications and Management
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• 제15권3호
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• pp.91-110
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• 2008

Trust is emphasized as one of the most important factors in various e-commerce related studies. It is no exaggeration to say that in the area of e-commerce, trust-building with customers determines a company's success or failure. That is why most e-commerce based companies spare no time and effort in building trust with customers. Without exception, trust is one of the most critical factors influencing a customer's decision making process of whether to purchase Internet automobile insurance. This study attempts to provide useful guidelines for the sales-enhancing strategies of Internet automobile insurers, by delving into research questions concerning 1) gender differences in Internet automobile insurance customers' recognition of trust, and 2) gender differences in the effective trust factors influencing one's intention to purchase of Internet automobile insurance. The study finds that while the shape of trust-recognition toward three types of trust factors is very similar for both gender groups, the intensity of trust for each gender group in overall is pretty different. The results indicate that there exist gender differences in the trust factors influencing one’s intent to purchase Internet automobile insurance. The results of this study will provide useful guidelines for Internet automobile insurers in establishing effective and differentiated marketing strategies.

• Journal of Information Technology Applications and Management
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• 제28권6호
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• pp.23-43
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• 2021

This research is a study on smart homes products, which interest and research are being conducted, because of the recent development of the Internet of Things. Consumer's Purchase intention was set as a dependent variable, and technological trust was used as a mediating variable. We used Technology Acceptance Model as background theory. Perceived ease of use, Perceived usefulness, Security, and Brand were set as independent variables. The results of this study are as follows. First, it was found that perceived ease of use, perceived usefulness, and security significantly affected technological trust that consumers feel. Second, technological trust also had a significant effect on purchase intention, and it was found that perceived ease of use, perceived usefulness, and product security, excluding brands, had an indirect mediating effect on consumers' purchase intention through technological trust. This study is meaningful in that by conducting user-centered research, and results that are partially contrasted with existing studies are derived from increasing the interest of factors we used.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2004년도 추계학술대회 및 정기총회
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• pp.116-136
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• 2004

The objective of this study is to analyze the relationship between offline trust and use of online service focusing on Internet banking. For this purpose, we suggest an extended version of Technology Acceptance Model (TAM) that would explain use or acceptance of infer]nation technology especially in Internet based service areas. In order to connect offline trust with Internet banking use, TAM is extended by adding two variables - technical competence for security services that is one facet of trust on the bank's security technology and security risk that would influence use, perceived usefulness and perceived ease of use. Empirically our model is well proved with low significance level.

• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 2004년도 추계학술대회
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• pp.375-383
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• 2004

Despite the fact that virtual communities on the Internet have been growing at an exponential rate in recent years, little research has been done on the characteristics of virtual communities. In order to better understand and manage the activities of virtual communities, a theoretical model is proposed in this paper. The objective of this paper is to clarify the factors as they are related to the Technology Acceptance Model. In particular the relationship among identities, trust, and other factors are hypothesized. Using the Technology Acceptance Model, this research showed that the importance of identity and trust in virtual communities. The members of virtual communities interact continuously and share an identity. According to the identity type, different ways of stimulating the members are necessary in order to facilitate participation in activities of virtual communities. The virtual communities of a more utilitarian identity are more sensitive to trust in members than trust in the service provider, and members of a more utilitarian identity are inclined to exchange information with each other.