• The Journal of Information Systems
• /
• v.31 no.4
• /
• pp.75-100
• /
• 2022

Purpose Recently, hyper-realistic virtual influencers have received much attention in the field of corporate marketing. However, there is a lack of research that suggests specific processes affecting behavioral intentions through trust and attachment between virtual influencers and consumers. In addition, previous studies have failed to consider the characteristics of hyper-realistic virtual influencers. Therefore, this study investigates the effects of trust and attachment to hyper-realistic virtual influencers on consumers' behavioral intentions based on the trust-building model. Design/methodology/approach Based on the previous research, seven antecedent factors for trust-building were derived: Reality, Attractiveness, Awareness, Interactivity, Professionalism, Social Presence, and Predictability. Next, the survey was conducted on Chinese people who had experienced interacting with hyper-realistic virtual influencers on social network services within the last 3 months at the time of data collection. A total of 326 respondents were used for the final analysis and hypotheses were tested using a structural equation model technique. Findings The results of this study are as follows. First, this study confirmed that reality, attractiveness, awareness, social presence, and predictability as antecedent factors for trust-building of hyper-realistic virtual influencers have a positive effect on trust. Second, this study confirmed that trust in hyper-realistic virtual influencers has a significant positive effect on attachment. Lastly, this study confirmed that trust and attachment to the hyper-realistic virtual influencer significantly and positively affect relationship retention and purchase intentions.

• Journal of Industrial Convergence
• /
• v.2 no.1
• /
• pp.139-158
• /
• 2004

The purpose of this study is to examine antecedents and outcomes of trust toward supervisor in organization. The model is developed by reviewing previous research providing various perspectives. Antecedents consisted of three trustworthy behaviors - ability, benevolence, integrity - and three transformational leader behaviors - performance management, motivation, team-orientation -, and job satisfaction and organizational commitment is used outcome variables of trust. Data was collected from 206 employees in 6 organizations in broadcasting industry, using self-report questionnaire. Study finding is as following. First, trust in model was composed by 2 type - affect-based trust and cognition-based trust -, not divided in empirical analysis. Second, regression analysis for trust carry out independently, jointly with trustworthy behaviors and leadership behaviors. In antecedents of trust trustworthy behaviors, ability and benevolence has positive effects to trust, integrity has negative relationship with trust. It was high correlation between trustworthy behavior and leadership behavior. Especially, it has highly correlate(correlation efficient 0.69) between ability and team-orientation that influences trust strongly. Third, trust was not significant relationship with individual variables such as age, period with supervisor. Only, it found significant gap in variables and found out different relationship between variables among organizations distinctly. Fourth, job satisfaction and organizational commitment was positive influenced by trust and found out strong relationship between trust and organizational commitment.

• Journal of the Korean Institute of Intelligent Systems
• /
• v.16 no.1
• /
• pp.61-65
• /
• 2006

This paper is concerned with a quantitative computational trust model which lakes into account multiple evaluation criteria and uses the recommendation from others in order to get the trust value for entities. In the proposed trust model, the trust for an entity is defined as the expectation for the entity to yield satisfactory outcomes in the given situation. Once an interaction has been made with an entity, it is assumed that outcomes are observed with respect to evaluation criteria. When the trust information is needed, the satisfaction degree, which is the probability to generate satisfactory outcomes for each evaluation criterion, is computed based on the outcome probability distributions and the entity's preference degrees on the outcomes. Then, the satisfaction degrees for evaluation criteria are aggregated into a trust value. At that time, the reputation information is also incorporated into the trust value. This paper presents in detail how the trust model works.

• Journal of Information Technology Applications and Management
• /
• v.11 no.2
• /
• pp.101-124
• /
• 2004

The exponential growth of the Internet has been the advent of buying and selling products and services over the Internet. In Korea, electronic commerce including Internet commerce reached a ￦6,534 billion industry in the year 2002. This paper presents the importance of understanding and managing consumer trust to sellers succeed in Internet commerce. We tested a trust model that includes seller's trustworthiness-based factors and consumer's personality-based factors. We found that seller's trustworthiness-based factors lead to greater consumer trust in Internet shopping through the consumer's perceptions about integrity, benevolence, reputation, and size, but consumer's personality-based factors containing five traits, extraversion, agreeableness, conscientiousness, openness, and trust propensity, have not a significant effect on consumer trust. We also confirmed a positive relationship between consumer trust in Internet shopping and consumer intention to buy.

• Journal of Distribution Science
• /
• v.22 no.10
• /
• pp.55-63
• /
• 2024

Purpose: This study explores the impact of interactivity and professionalism on consumer trust and purchase intentions in live-streaming distribution channels, explicitly focusing on Shopee Live in Indonesia. While prior research has examined trust as a general mediator between live-streaming features and consumer behavior, this study focuses on the distinct effects of trust in sellers versus in platforms. Utilizing the S-O-R framework, this research provides a novel exploration of how these trust dimensions act as an intermediary between live-streaming features and purchase intentions. Research Methods: Data were collected from 373 Shopee Live users who purchased fashion products via online surveys. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed model and hypotheses. Results: Findings reveal that interactivity positively affects trust in both sellers and platforms but does not directly influence purchase intentions. Conversely, professionalism directly impacts purchase intentions and enhances trust. Trust in sellers and platforms significantly mediates the relationship between interactivity, professionalism, and purchase intentions. Specifically, trust in sellers substantially affects purchase intentions more than trust in platforms. Conclusion: The study concludes that while interactivity builds essential trust, professionalism directly drives purchase intentions, highlighting the importance of professional conduct in live-streaming distribution channel contexts.

• International Commerce and Information Review
• /
• v.8 no.3
• /
• pp.143-164
• /
• 2006

EDI is fast becoming the standard way of exchanging business documents, not only in this country but throughout the world. The purpose of EDI is currently being used for all the most common business transactions such as purchase orders, invoice, quotes, bill of lading, status reports, receiving advices; and also for some very specific transaction. Thus, the purpose of this study, by way of literature survey and survey research are to find the effectiveness in EDI Service of Clearance Physical. The model of the Trust Dimension and EDI Provider Loyalty in EDI Service of Clearance Physical is tested here using data from 163 samples. Based on the research model, a comprehensive set of hypotheses is formulated and a methodology for testing them is outlined. some of the hypotheses are tested empirically to demonstrate the applicability of the theoretical model. In examining the relationships of the Clearance EDI determinants factors, Trust and e-loyalty show in significantly by customs practice trust, clearance EDI, EDI provider trust and clearance EDI loyalty. but that show in not significantly by a list of names, EDI benevolence.

• International conference on construction engineering and project management
• /
• 2009.05a
• /
• pp.1474-1478
• /
• 2009

The cooperation and trust among the project participants play a critical role in the success or failure of any delivery system in construction industry. But it is very difficult to establish trust between an owner and a contractor when rational people only pursue only their own material self-interest. Based on the principal-agent theory, this paper will introduce the altruistic behavior into the traditional principal-agent model, and model the reciprocal behavior between the owner and contractor. We will show that both the owner and the contractor benefit from their reciprocal behavior, and hence trust establishing between them is possible. More importantly, we will proof that the higher the project uncertainty is, the more important trust establishing is.

• International Journal of Internet, Broadcasting and Communication
• /
• v.16 no.4
• /
• pp.301-314
• /
• 2024

Currently, undergoing intense competition, it becomes a great challenge for the online community group buying (hereinafter referred to as OCGB) platforms to re-tend customers. Although researches have conducted on customers' purchase intention in the context of OCGB, there are limited studies on factors influencing customers' stickiness intention. This study develops a conceptual framework to clarify the factors influencing customers' stickiness intention towards OCGB platform by integrating TPB model, Trust Transfer Theory as well as social capital theory. A questionnaire is conducted and 502 valid samples are collected to testify the proposed conceptual model. It turns out that trust in members, trust in the website and perceived behavioral control are important influencing factors of stickiness intention. Furthermore, trust in website partially mediates the association between trust in members and stickiness intention. This research improves our understanding of the mechanisms of customers' embeddedness in the online group buying community.

• The Journal of Information Systems
• /
• v.20 no.4
• /
• pp.1-22
• /
• 2011

This study addressed trust to collective intelligence for explaining the affecting factors to the intention to use of collective intelligence by dividing the object of trust into a Web site and an information source group. We explored the factors affecting user's continuance intention toward collective intelligence in the view off trust building. We made a well-structured survey of our proposed model and gained 205 cases. We analyzed the proposed research model empirically using partial least square method. The findings are summarized as follows. First, all key factors (relevance, timeless, completeness, understandability) composing of collective intelligence quality have a positive and significant impact on confirmation. Second, confirmation has a significant impact on trust toward a Web site, as well as toward an information source group. The last is that trust toward a Web site influences on continuance intention, whereas trust toward an information source group doesn't.

• Informatization Policy
• /
• v.20 no.4
• /
• pp.23-50
• /
• 2013

The main purpose of this study is to empirically examine and to develop the optimal model about an influential relationship between the types of source-based trust and knowledge sharing of local government officials. Procedural and distributive justice-based calculative trust in organization, cognition-based trust in organization, cognition-based trust in supervisor, cognition-based trust in coworkers, and emotion-based trust in coworkers were set up as independent variables of this research model, and sharing of tacit knowledge and explicit knowledge based on the knowledge content as dependent variables. The research results shows that the suitability of each model has approximate value to the required level, and that emotion-based trust in coworkers significantly affects knowledge sharing for both the individual and integrated factors in hypothetical influential relationship. This study is expected to help to enable knowledge sharing in various situations by dividing the concepts of trust that affect knowledge sharing into a few types, and deriving the influential model of knowledge sharing by types.