• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2007년도 추계학술대회 및 정기총회
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• pp.237-248
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• 2007

Activating e-commerce, studies about trust of business acquaintance are actively made. This study measured the effect of trust transfer setting up 6 situations according to linking direction, design standard and grasping their trust changes for surveying trust transfer on online. The result is that trust transfer becomes different in accordance with the linking direction of hyperlink. In other words, setting up target site as comparative subject, it is more reliable than single site. Setting up source site as comparative subject, trust changes are slight. This study is composed of 6 good site and 6 poor site. And trust transfer by hyperlink on online is consistent, especially trust transfer is affected by not source site but target site. If target site is poorer than source site, trust transfer originate definitely. So we can draw consistent conclusion that it rate higher than single site. On the other hands, if targer site is better than source site, trust transfer occurs not inter-website. Instead, affected by human mentality, it rates good site higher by conformity reversion.

• 지식경영연구
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• 제10권1호
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• pp.33-51
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• 2009

This study is concerned with exploring how much initial trust transfers between the two websites based on their design levels. Internet users tend to perceive trust towards websites when their design factors look persuasive. For example, well-designed websites can arouse more trust in users than poorly-designed websites. Online trust transfer between websites has been studied among several researchers. However, there is no study investigating how much initial trust transfers from well-designed websites to poorly-designed websites or vice versa. In this sense, this study fills this research void by empirically analyzing initial trust transfer between the two websites based on their design levels. Empirical results prove that design levels of websites affect initial trust transfer between websites significantly.

• Journal of Information Technology Applications and Management
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• 제31권1호
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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.

• Journal of Information Technology Applications and Management
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• 제22권4호
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• pp.39-57
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• 2015

Online marketplace represents the triad relationship among the consumer, the intermediary, and the seller community. However there have been a limited number of studies conducted with the view of the triad relationship, which have produced contradictory and mixed results. The purpose of this study is (1) to find trust factors affecting consumers' transaction intention-trust in intermediary and trust in community of sellers, and (2) to investigate the directionality of trust transfer between those factors. To do this, the study sets and tests a bidirectional model. Based on the study results, the study discusses that both trust in intermediary and trust in community of sellers are important to consumers' transaction decision in online marketplace, and trust transfer in online marketplace flows from intermediary to community of sellers.

• 경영과학
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• 제33권2호
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• pp.89-115
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• 2016

Recent trends in online commerce shows that multi-channels including offline and online become prevailing as a standard type of channel. However, literature survey revealed that there exist few studies about how an individual negative emotion such as neuroticism affects trust transfer between channels, and usage continuance intention. To fill the research void like this, this study proposes an research model where trust transfer between offline and online channels is included, and neuroticism is also adopted as a moderating variable between trust transfer, satisfaction, and usage continuance intention. Empirical results with valid 406 questionnaires revealed that neuroticism has a negative influence on online commerce users' perceived usage continuance intention.

• 디지털융복합연구
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• 제14권1호
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• pp.453-463
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• 2016

이 연구는 체육계열 학과 학생들의 중도탈락요인, 조직신뢰, 전과의도 사이의 관계를 조사하는데 목적이 있다. 4년제 6개 대학교의 체육계열 학과 480명의 학생을 연구 대상으로 설문조사를 실시하였다. 제안된 연구모형검증을 위해 구조방정식과 부트스트래핑을 이용하였다. 결론적으로, 중도탈락요인의 학문적 영역, 사회적 영역, 환경적 영역은 조직신뢰에 긍정적인 영향을 미쳤다. 그러나 중도탈락요인과 전과의도의 관계에서는 학문적 영역만이 전과의도에 긍정적인 영향을 미쳤으며, 사회적 영역 및 환경적 영역은 전과의도에 유의한 영향을 미치지 않았다. 또한 조직신뢰는 전과의도에 긍정적으로 유의한 영향을 미쳤다. 마지막으로 조직신뢰는 학문적 영역과 전과의도 사이에서 부분매개 역할을 하였으며 사회적 영역 및 환경적 영역과 전과의도 사이에서는 완전매개 역할을 하였다.

• 한국콘텐츠학회논문지
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• 제22권7호
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• pp.136-148
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• 2022

본 연구는 챗봇서비스를 이용한 소비자의 고객경험이 브랜드 신뢰와의 관계에 미치는 영향에 대해서 살펴보고자 하였다. 인터넷 쇼핑몰을 통해서 챗봇서비스를 경험한 소비자를 대상으로 설문조사를 실시하였고, 최종 299부의 유효한 데이터를 분석하여 연구가설을 검증하였다. 분석결과 챗봇서비스를 이용한 고객의 경험은 챗봇 신뢰에 긍정적인 영향을 미치고, 챗봇 신뢰의 매개역할을 통해 쇼핑몰 신뢰, 판매자 신뢰 및 브랜드 신뢰에 긍정적인 영향을 미치며, 챗봇의 사회적 실재감은 신뢰의 전이 과정에서 조절효과를 갖는 것으로 나타났다. 본 연구를 통하여 챗봇서비스를 경험한 고객의 경험이 챗봇 신뢰를 매개로 하여 브랜드 신뢰에 긍정적인 영향을 미친다는 이론적 토대를 마련할 수 있었으며, 챗봇서비스가 마케팅의 중요한 수단이 될 수 있다는 점에서 시사점을 제공해 줄 수 있다. 향후 연구에서는 챗봇 신뢰와 관련한 다양한 연구가 필요하다.

• 한국IT서비스학회지
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• 제23권1호
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• pp.97-121
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• 2024

As data usage grows in importance, ensuring individual control over personal information becomes critical. The emergence of the 'MyData' concept addresses this, particularly in financial services. Although the institutional and technological framework for financial MyData services is in place, there's a need to establish consumer understanding and perception of its usefulness and safety for successful activation. This study focuses on investigating the impact of trust on the intention to use the new mobile banking service, financial MyData. This study has three objectives. Firstly, to analyze whether trust in financial MyData services and trust in financial MyData service providers affect the intention to use financial MyData services. Secondly, to analyze the process of forming trust in financial MyData services based on the phenomenon of transferring trust in service providers to trust in services. Thirdly, to identify the process by which trust transfer occurs between service providers and financial MyData services. Ultimately, the goal of this study is to promote the intention to use financial MyData services based on the concept of trust and to activate these services. In summary, this study emphasizes the significance of trust in financial MyData services, exploring its impact on user intention and the transfer of trust from providers to services. By promoting consumer trust, the research aims to contribute to the activation of financial MyData services.

• 한국컴퓨터정보학회논문지
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• 제27권10호
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• pp.223-233
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• 2022

본 연구는 SNS에서 정보 프라이버시 염려와 신뢰 그리고 그와 관련된 요인들을 분석하였다. 특히, 정교화 모델을 바탕으로 정보품질, 프라이버시 정책, 지각된 SNS 앱 명성, 낙관주의를 추출하였으며, 정보 프라이버시 염려, SNS 플랫폼에 대한 신뢰, 사용의도 간의 관계를 분석하였다. 마지막으로 신뢰전이 이론을 적용하여 SNS 사용자들에 대한 신뢰와 SNS 플랫폼에 대한 신뢰와의 관계를 분석하였다. 연구 결과에 따르면 정보품질과 프라이버시 정책, 낙관주의는 정보 프라이버시 염려에 유의한 영향을 미치는 것으로 나타났으나, 지각된 SNS앱 명성은 정보 프라이버시 염려에 유의한 영향을 미치지 못하는 것으로 나타났다. 또한, 정보 프라이버시 염려는 SNS 플랫폼에 대한 신뢰에 유의한 영향을 미치며 SNS 사용자들에 대한 신뢰는 사용의도에 유의한 영향을 미치나 SNS 플랫폼에 대한 신뢰는 사용의도에 유의한 영향을 미치지 못하는 것으로 나타났다. 마지막으로, 신뢰전이 이론에 따라 SNS 사용자들에 대한 신뢰가 SNS 플랫폼에 대한 신뢰로 전이가 되는 것을 확인하였다. 본 연구의 결과는 SNS 기업들이 고객의 정보 프라이버시 보호 행동과 신뢰에 대한 이해와 서비스 향상에 도움을 줄 것으로 본다.

• 무역학회지
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• 제47권1호
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• pp.25-42
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• 2022

This study identified consumers' shopping behavior in live streaming commerce. To this end, this study put the uncertainty issue of live shopping and the transfer of trust at the center of the discussion. The verification of the research model resulted in the following conclusions. First, reduced uncertainty in live shopping was a factor in increasing the level of involvement and attachment in the service. These results showed that resolving uncertainty in newly introduced services is a key factor in determining users' positive attitudes. Second, the trust in shopping sites influenced the current live shopping attitude. This is because the transfer of trust is also valid in live shopping, which demonstrated the importance of building trust. Third, this study proposed and validated a research model that could systematically understand the consumption process of live streaming shopping. Furthermore, this study provides a beneficial implication for those who want to use live shopping in practice.