• 한국정보시스템학회지:정보시스템연구
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• 제30권4호
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• pp.95-118
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• 2021

Purpose This study verified the moderating effect of consumer knowledge in relation to the factors affecting the acceptance intention of autonomous vehicles by adding trust to the United Theory of Acceptance and Use of Technology model for the commercialization of autonomous vehicles. Design/methodology/approach For this purpose, this study conducted a survey on general consumers who are interested in automobiles. A total of 250 questionnaires were distributed and collected, and 242 questionnaires were used for analysis. To test the hypotheses, multiple regression analysis and multiple group analysis were performed. Findings Performance expectations, effort expectations, social influence, and trust were found to have a positive effect on the acceptance intention of autonomous vehicles. In addition, consumer knowledge between performance expectation and acceptance intention and between effort expectation and acceptance intention was confirmed as a variable that can moderate the relationship.

• 지식경영연구
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• 제16권4호
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• pp.47-67
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• 2015

Present study investigates the impact of privacy concerns of SNS users on continued intention to use since the privacy infringement issue emerges when smartphone use has been increasingly prevalent. In particular, moderating effect of perceived usefulness and mediating effect of trust between privacy concerns and continued intention to use are further evaluated. Contrary to the expectation that users of SNS will resist to use SNS because of privacy concerns, the number of users of SNS is still growing exponentially. Current paradox might be explained by the intervening factors such as perceived usefulness and trust. The results verify the mediating role of trust and no moderating role of perceived usefulness. Finally, the practical implication for businesses who utilize SNS in their marketing strategy is discussed.

• 한국프랜차이즈경영연구
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• 제7권1호
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• pp.13-20
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• 2016

Purpose - In the past, the chain hotel chefs only serve food to their customers. However recently, the hotel chefs play a pivotal role in hotel including considering various customer preferences, safety and nutrition of food, and increasing profits through effective human resource management and inventory control. With the change of the chain hotel chef's' roles, pygmalion leadership, one of new leadership styles, focuses on the effect that leader's positive expectation let subordinates have motivation and more engage in work. This study investigates the effect of chain hotel chef's pygmalion leadership on leader trust and organizational trust. Research design, data, and methodology - This study was to investigate the structural relationships among chain hotel restaurant chefs' pygmalion leadership, hotel restaurant cooks' leader trust, organizational trust, and teamwork, and how leader trust and organizational trust play mediating roles in the relationship between pygmalion leadership and teamwork. In this model, pygmalion leadership includes 4 dimensions: Climate, Feedback, Input, and Output. Data were collected using self-administered questionnaire survey on cooks of Deluxe hotel restaurants located in Seoul and Gyonggi-Do. The samples for data analyses were 243 excepting unusable responses. Result - The findings can be summarized as follows: First, climate and feedback had a positive effect on leader trust, respectively. Second, feedback and output had a statistically positive effect on organizational trust, respectively. Third, leader trust had positive effects on organizational trust and teamwork. Fourth, organizational trust had a significant effect on teamwork. Conclusions - As a chain hotel chef treats his/her staffs sincerely, they will be more engaged in work by establishing trust in their leader. Ultimately, it leads to higher sales profit and customer satisfaction. In addition, a hotel can encourage chefs and other staffs to treat each other as if the student-instructor relations, not just commanding staffs. Then, cooks build up their trust to their leader and organization for its sustained growth and development, and the internal bond in organization including teamwork is strengthened. Therefore, to strengthen teamwork and organizational trust, there should be active communication, knowledge sharing, goal sharing, and cooperation between chefs and cooks.

• 지식경영연구
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• 제13권4호
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• pp.83-100
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• 2012

Given the prevalence of mobile social network services (SNS) such as Facebook and Kakaotalk, it has become important to understand user's continuance behavior in a mobile SNS environment. Although trust and privacy concerns play a key role in SNS users' decision-making processes, most studies on SNS have shed little light on the effects of trust and privacy concerns on SNS continuance intention. In this regard, this paper developed an integrated model to deeply understand the key antecedents of user's continuance intention to use mobile SNS by incorporating trust and privacy concerns into extended expectation-confirmation model. The proposed research model was tested by using survey data collected from 170 users who have experience with Kakaotalk. The findings of this study found that the proposed theoretical framework provides a statistically significant explanation of the variance in continuance intention of mobile SNS. The analysis results indicate that trust serves as the salient antecedent of continuance intention to use mobile SNS. However, it was found that privacy concerns negatively influence trust, whereas it is not significantly related to continuance intention of mobile SNS. The theoretical and practical implications of the findings were described.

• 인터넷정보학회논문지
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• 제25권1호
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• pp.79-90
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• 2024

본 연구는 대표적인 생성형 AI 기술인 ChatGPT의 이용자 신뢰를 중심으로 이용실태와 지속사용의도에 영향을 미치는 요인, 그리고 신뢰의 영향력이 목적에 따라 달라지는지를 탐색적으로 살펴보았다. 이를 위해 ChatGPT를 많이 이용하는 20대와 30대를 대상으로 설문조사를 실시하였으며 통계 패키지 프로그램인 IBM SPSS 27과 SmartPLS 4.0을 적용하여 분석을 수행하였다. Bhattacherjee의 기대충족모델(ECM)을 기반으로 구조방정식 모델을 구축하고, 경로분석과 다중그룹분석(MGA)를 실시하여 가설을 검증하였다. 본 연구의 결과는, 첫째, ChatGPT 이용자들은 일상적인 도구로 사용하기보다 특정 목적이나 필요에 따라 사용하고 있으며, 대부분의 사용자가 ChatGPT의 환각효과(Hallucination)에 대해 인지하고 있으나 이는 사용을 저해하는 요인은 아니었다. 둘째, 가설검정 결과 독립변수인기대충족, 인지된 유용성, 사용자 만족 요인 모두가 종속변수인 지속이용의도에 긍정적 영향을 미치고 있음을 확인하였다. 셋째, 이용자가 ChatGPT를 이용하는 목적에 따라 신뢰의 영향력이 달라짐이 확인되었다. 이용자가 정보 검색 목적으로 ChatGPT를 활용하는 경우에는 신뢰가 사용자 만족에 영향을 미친 반면, 창작 목적으로 사용하는 경우 영향을 미치지 않는 것으로 나타났다. 본 연구의 결과가 향후 사회와 기업에 있어 생성형 AI의 도입 과정에서 신뢰성의 문제를 해결하고 성공적인 도입을 위한 정책 수립 및 개선방안 도출을 위해 활용될 수 있기를 기대한다.

• 한국항공운항학회지
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• 제32권2호
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• pp.124-134
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• 2024

This study is based on the Expectation Confirmation Theory (ECT) and categorizes trust types in non-face-to-face boarding services into three dimensions: structural assurance, platform, and service provider. It analyzes the impact of these trust types on users' perceived usefulness, satisfaction, and continuous usage intentions. Using a structural equation model, the study found that the three dimensions of trust positively influence users' satisfaction and perception of usefulness, thereby promoting intentions for continuous use. However, perceived risk weakens the positive relationship between trust and continuous usage intentions. By exploring the moderating role of perceived risk in non-face-to-face boarding services, this study analyzes its impact on user behavior patterns, contributing to the optimization of service design and enhancement of user trust. This study promotes widespread acceptance and continuous use of the service, and is crucial for developing effective non-contact service strategies that meet the needs and expectations of Chinese travelers in the post-pandemic travel environment. The findings provide a new perspective and empirical evidence for understanding user attitudes and behaviors towards non-face-to-face services, holding significant theoretical and practical implications.

• Journal of Information Technology Applications and Management
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• 제16권1호
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• pp.51-75
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• 2009

This paper develops an integrative model for IT continuance in the internet shopping environments by integrating the expectation-confirmation and the switching cost factors. Using this model, in addition, this study investigates their differential effects on the mediating variables, such as user satisfaction, commitment, and trust which have been identified as antecedents of users' IT continuance intention. Results show that the product and service-related expectation confirmation factors and the relational switching cost factor can have greater impacts on users continuance intention than the web site design factors, and the financial and procedural switching cost factors. In particular, it is interesting to note that relational switching cost can lead users to more commitment, which is revealed as the strongest antecedent of their continuance intention to use a certain shopping site.

• 한국지능시스템학회논문지
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• 제16권1호
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• pp.61-65
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• 2006

이 논문에서는 개체에 대한 신뢰도를 계산하기 위해 여러 가지의 평가기준을 이용하고, 또한 다른 개체들로 부터의 추천정보를 이용하는 신뢰모델에 대해서 제안한다. 제안한 모델에서는 개체의 신뢰도를 개체가 주어진 상황에서 만족스러운 결과를 낼 기대값으로 정의한다. 다른 개체와 상호작용이 일어날 때마다 각 평가기준에 빠른 평가결과가 얻어진다고 전제하는 상황에서 적용되는 신뢰 모델이다. 제안한 모델에서는 신뢰정보가 요구될 때 우선 결과확률 분포와 개체의 평가결과에 대한 선호도를 고려하여 각 평가기준에 대한 만족정도를 계산한때, 이렇게 계산된 만족정도 값들은 각 평가기준의 중요를 반영하여 하나의 신뢰값으로 결합된다. 이때 추천 정보도 신뢰값에 함께 결합되는 모델이다.

• 지식경영연구
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• 제12권4호
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• pp.41-54
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• 2011

Given the prevalence of home trading systems, it has become important to examine user behaviors in a stock investment environment. In this vein, this paper developed an integrated model to deeply understand the key determinants of user's continuance intention to use investment information through constructs prescribed by incorporating trust and perceived risk into expectation-confirmation model. The proposed research model was tested by using survey data collected from 160 users who have experience with stock investment. PLS (partial least squares) was employed for the analysis of the data. The findings of this study showed that the proposed framework provides a statistically significant explanation of the variation in continuance intention to search investment information. The findings revealed that trust and perceived risk are more prevalent predictors of continuance intention to use investment information compared to perceived usefulness. It was also found that user satisfaction serves as the salient antecedents of continuance intention to use investment information. The theoretical and practical implications of the findings were described.

• 한국심리학회지 : 문화 및 사회문제
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• 제23권1호
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• pp.75-96
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• 2017

본 연구에서는 한국 사회에 대한 저신뢰 평가에 기여하는 문화심리적 요인을 규명하고자 하였다. 특히 저신뢰 평가가 한국인 스스로 높은 신뢰 기준을 가지고 있는 것에 귀인될 가능성을 확인하였으며, 그 신뢰 판단의 기준을 형성하는 데 한국의 문화심리적 특성인 가족확장성(Korean Family Expansionism)이 어떠한 역할을 하는지 확인하였다. 구체적으로 연구 1에서는 540명의 한국 성인에게 부모, 사법부 및 정치인에 대한 신뢰의 기준 및 실제 신뢰 정도와 그들의 가족확장성을 측정하여, 그 관계를 분석하였고, 연구 2에서는 가족확장성을 활성화시키는 처치가 신뢰기준에 미치는 영향을 확인하였다. 연구 결과, 정치인에 대한 신뢰 기준은 부모에 대한 신뢰 기준보다 더 높았고, 특히 관계(친밀성)요인이 아닌 대상(책임성)요인에서 정치와 사법 현실을 고려할 때 일반인들이 정치에 대해 가지고 있는 기대가 다소 비현실적임을 확인할 수 있었다. 부모에 대한 신뢰기준에 비해 정치인이나 사법부에 대한 신뢰의 기준이 상대적으로 높을수록, 실제 그들에 대한 신뢰정도도 낮은 것으로 나타났다. 더 나아가, 사법부 및 정치인에 대한 상대적 신뢰 수준/기준(부모 대비)은 가족확장성과 정적상관을 보였다. 즉, 가족확장성이 높을수록 부모에 비해 사법부/정치인에 대한 더 높은 신뢰 기준을 가지고 있었으며, 이들에 대한 불신 또한 높았다. 또한 연구 2에서는 가족확장성을 활성화시켰을 때 신뢰의 기준이 높아지는 결과를 확인하였다. 한국사회가 저신뢰 사회라는 전제 하에 그 원인을 밝히려는 기존의 연구와 달리, 본 연구에서는 저신뢰 사회라는 인식이 형성되는 이유와 그 속에서 가족확장성이라는 문화심리적 요인이 가지는 의미와 역할을 규명하여 한국 사회의 신뢰 현상의 심층적 의미를 논하였다.