• Journal of Information Technology Applications and Management
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• v.17 no.4
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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.

• Journal of Convergence for Information Technology
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• v.8 no.2
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• pp.157-162
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• 2018

The purpose of this study is to evaluate the level of trust by financial consumers and attempt to investigate the determinants that influence consumer trust in internet-only banks. For this aim, I conducted an empirical study and the survey results was used to test a structural equation model that analyzed the financial consumer trust and estimated the level of trust for internet-only banks. As a result of the analysis, the three most effective determinants of trust were security, convenience and benefit. Also, the level of financial consumer trust for the internet-only banks, based on the three factors, was later extended to relationship commitment such as renewal and recommendation intentions. Therefore, Internet-only banks need to focus on promoting their trust more effectively for future sustainable growth.

• 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.

• International Commerce and Information Review
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• v.11 no.3
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• pp.3-24
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• 2009

Import Agency Service Mall, providing customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers. The consumers' great demand for foreign goods(services) has created Import Agency Service Mall(referred to hereafter as IASM) as a new business model of distribution and consumption, which seems to be grown rapidly. This empirical research investigates online shoppers for their trust dimensions for IASM. Consequences of the research are as follows: First, perceived reputation, web-site quality have influenced upon e-trust dimension of the IASM. Second, the level of e-trust consumers is more higher, and then the level of perceived risk is more lower. Third, perceived risk have not influenced upon intention to reuse the IASM. Fourth, the level of e-trust consumers is more higher, and then the level of intention to reuse the IASM is more higher. It is necessary for IASM to be developed its reputation and web-site quality in order to obtain customer's trust. Accordingly, this research will be helping IASM have insight for marketing strategies, and constantly should be studied about action and mind of consumer.

• Journal of the Korean Home Economics Association
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• v.26 no.1
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• pp.151-162
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• 1988

This study is mainly concerned with providing a basis for the T.V. ad. regulation toward child consumer. The objective of this study is to investigate the facors related to the level of understanding & trust toward T.V. ad. The samples are composed of 258 child consumers filtered by purposive sampling. The statistics used for data analysis are x-tes, T-test, and one-way ANOVA. The results are as follows: 1) The level of understanding indicates significant difference according to age, discriminent ability between T.V. ad. and T.V. program. 2) The level of understanding about persuasive intent indicates significant difference according to age, parent-child interaction. 3) The level of trust indicates significant difference according to age, parent-child interaction, purchasing experience, sex. 4) Attitude toward advertised product indicates significant difference according to level of understanding about persuasive intent, level of trust.

• The Journal of Information Systems
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• v.19 no.4
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• pp.65-85
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• 2010

The importance of communities of practice(CoP) as an organizational informal unit for fostering knowledge transfer and sharing gains a lot of attention from KM researchers and practitioners. Since most of CoPs are formulated online these days, the credibility or trustworthiness of knowledge contents circulated within a certain CoP should be considered thoroughly for them to be fully utilized safely. Here comes the need for an appropriate trust measuring methodology to determine the true value of knowledge given by unknown people through an online channel. In this paper, an improved trust measuring method is proposed using new trust variables such as level of degrees derived from the relationships among community users. In addition, activeness, relevance, and usefulness of the knowledge contents themselves, which are calculated automatically using a text categorization technique, are also used for trust measurement. The proposed framework incorporates fuzzy set and calculation concepts to help build trust matrices and models, which are used to measure the level of trust involved in specific knowledge artifacts concerned.

• Proceedings of the Korea Database Society Conference
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• 2010.06a
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• pp.277-287
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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 Business Review
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• v.6 no.1
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• pp.1-19
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• 2021

This research is based on the relevant research literature on the voice behavior, this study examines the influence of trust in leader on voice behavior. And this study examines the role of psychological safety as a mediating between trust in leader and voice behavior. This study uses SPSS for data analysis. The results of the study are as follows: This study explains the impact of trust in leader on psychological safety, and explains the impact of trust in leader on organization members' voice behavior, as well as the impact of psychological safety on organization members' voice behavior. And this study also explains the influence of psychological safety as an intermediary effect on trust in leader and voice behavior. Overall, the higher the level of organization members' trust in leader, the more they will increase the level of psychological safety of the organization members, which will prompt the organization members to make more voice behavior.

• 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.

• Journal of Distribution Science
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• v.14 no.7
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• pp.101-114
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• 2016

Purpose - The aim of this study is to investigate the benefit-sharing activities. They affect contract renewal intention between franchisers and franchisees that are linked through a contract with the intention of building their relationship from the level based on dynamic trust. This study will show a new approach on qualitative growth and consolidation of competitive power and may well be able to suggest practical ways to strengthen directions in the field of franchise industries. Research design, data, and methodology - In this study, based on literature review, we separated logistical-supporting activities and non-logistical-supporting activities from benefit-sharing activities. We modeled how benefit-sharing activities influence contract renewal intention of franchisees by dynamic trust. In particular, considering the possibility of trading concepts and characteristics of trust between providers opportunistic behaviors was defined as variables, depending on the situation and dynamic characters reveal their relationship trust concept. That is, dynamic trust having the possibility of changing depending on opportunistic risks and interdependencies by Lewis & Weigert(1985, 2012) was classified into transitional-based trust, calculated based trust, relational-based trust and balance-based on trust. The total of 104 samples from domestic franchisees being with franchisees were collected by using a structural composed questionnaire. Results - The results are as following. Benefit-sharing activities in logistical supporting activities appeared to affect the multidimensional concept of transitional trust, calculated based on trust, relationship-based trust and balance based on trust dynamic trust with all-defined impact. Non-logistical supporting activities appeared to affect significantly the positive (+) to the dynamic trust concept except transitional trust. Lewis & Weigert(1985; 2012) have proposed a dynamic confidence calculated from relations within-based trust relationship based on trust appears to affect the significant positive (+) to the balance-based confidence transactions confidence mechanism of the system side in the verified relationship. Finally, a relationship based on trust and confidence in the balance based on the Influence of dynamic renewed confidence showed significantly affect the positive(+). In particular, the balance based trust showed the acts as a mediating factors between relational trust and confidence and renew calculated. Conclusion - From the above these results, the significance from this study is as following. First, the proposed activity is to share and validate the approach by identifying the potential in the relationship from the contract with building dynamic trust, and one of the ways from the franchise headquarters and affiliated merchants mutual growth through win-win cooperation in sharing activities. Next, the dynamic segmentation confidence to suggest the possibility can be broken down over the validity and reliability test for each concept. In addition, by identifying the relationship between the dynamic level of confidence granular multi-dimensional concept, to determine the level of trust with a dynamic relationship between risk and interdependencies can be possible in franchise industries. In order to maintain and develop their mutual relationship, franchise industries should propose confidence-building steps to promote their quality improvement.