• 경영정보학연구
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• 제23권4호
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• pp.103-125
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• 2021

정보통신기술(ICT) 혁신과 함께 모빌리티(Mobility) 서비스가 빠르게 발전하고 있다. 최근 사용자의 수요에 맞는 온디맨드(On-demand)형 모빌리티 플랫폼 시장이 성장세에 있으며, 스마트폰을 활용하여 사용자들이 보다 편리하게 서비스를 호출하고 실시간으로 연결 상황을 확인하며 이용할 수 있는 환경이 제공되고 있다. 본 연구에서는 카카오 택시, UT 택시 등과 같은 차량호출 모빌리티 서비스를 중심으로 이에 대한 사용자의 인식과 경험 현황을 조사하고, 차량호출서비스의 지속사용의도에 대한 영향요인을 환경적/도구적 혜택과 드라이버/플랫폼에 대한 신뢰에 초점을 두고 분석하였다. 특히, 본 연구는 혁신성과 ICT 활용정도에 따라서 이들 영향력 관계가 달라질 수 있는지 분석하였다. 연구 결과, 인지된 혜택(환경적 혜택, 편리성 및 경제성의 도구적 혜택)과 드라이버에 대한 신뢰가 플랫폼에 대한 신뢰를 높이는데 유의한 영향을 미쳤고, 플랫폼에 대한 신뢰가 높으면 차량호출서비스의 지속사용의도가 증가하는 것으로 분석되었다. 또한 개인의 혁신성 정도에 따라 인지된 환경적 혜택과 경제성 혜택이 플랫폼 신뢰도에 미치는 영향력이 다르게 나타났고, ICT 활용정도에 따라서 편리성 및 경제성 혜택의 플랫폼 신뢰도에 대한 영향력이 다르게 나타났다. 본 연구 결과를 참조하여, 모빌리티 서비스 제공자들은 차량호출서비스에 대한 사용자들의 인식과 신뢰도의 현주소를 파악하고 개인의 특성에 맞는 서비스 홍보 전략을 구사할 수 있을 것이다.

• 한국IT서비스학회지
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• 제20권5호
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• pp.189-207
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• 2021

Voice interaction combined with artificial intelligence is poised to revolutionize human-computer interactions with the advent of virtual assistants. This paper is analyzing interactive elements of AI-based voice recognition services such as sympathy, assurance, intimacy, and trust on intention to use. The questionnaire was carried out for 284 smartphone/smart TV users in Korea. The collected data was analyzed by structural equation model analysis and bootstrapping. The key results are as follows. First, AI-based voice recognition service characteristics such as sympathy, assurance, intimacy, and trust have positive effects on interactivity with the AI-based voice recognition service. Second, the interactivity with the AI-based voice recognition service has positive effects on intention to use. Third, AI-based voice recognition service characteristics such as interactional enjoyment and intimacy have directly positive effects on intention to use. Fourth, AI-based voice recognition service characteristics such as sympathy, assurance, intimacy and trust have indirectly positive effects on intention to use the AI-based voice recognition service by mediating the effect of the interactivity with the AI-based voice recognition service. It is meaningful to investigate factors affecting the interactivity and intention to use voice recognition assistants. It has practical and academic implications.

• 인터넷정보학회논문지
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• 제21권5호
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• pp.87-95
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• 2020

Highly competitive environment has been forcing e-commerce industries to seek strategies to achieve competitive advantages. Mobile payment is a kind of service that allows mobile phone user to easily and conveniently initiate payments and transfer funds using their mobile phone anytime, and anywhere. This study is designed to identify factors that affect the intention of continued use of mobile payment services between users in Korea and Laos. As a result, first, in the case of Korean consumers, system quality, information quality and service quality were shown to have a positive effect on trust and satisfaction. In addition, trust and satisfaction were shown to have a positive effect on continuance intention. Second, in the case of Laotian consumers, system quality and service quality were shown to have a positive effect on trust, and system quality and information quality were shown to have a positive effect on satisfaction. In addition, trust and satisfaction were shown to have a positive effect on continuance intention. The study has its implications by analyzing factors affecting the continuance intention with the comparison of the customers from a developed nation and a developing nation, providing a direction of development for developing competitive advantages for those in development. For the developed, the study provides a guideline of what to modify and supplement in cases of entering the markets of developing nations.

• 대한안전경영과학회지
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• 제12권2호
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• pp.89-97
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• 2010

The most important concern in the internet service organizations in competitive market circumstances is to focus on formation and maintenance of continuous relationship with customers. The purpose of this study is to verify the effect of perception of the fairness - procedural fairness for recovery, interactional fairness, fairness for reward on customer's satisfaction and trust, behavior when the internet service company failed to service such as disclosure of personal information. This study aims to apply justice theories to service recovery. As a result, first, the customer's perceived justice had a significant effect on the customer satisfaction and trust in service recovery. Second, the customer's satisfaction positive effect on trust. Third, customer's satisfaction formed by service recovery had a effect on the customer's behavior such as continuous usage intention. Therefore, this study was reveal how the extent of justice perception felt by customers in the service recovery process, causes positive causation relationship which affect customer behavior intention.

• 유통과학연구
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• 제14권7호
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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.

• 한국산학기술학회논문지
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• 제14권11호
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• pp.5541-5548
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• 2013

서비스의 속성상 어떠한 기업도 서비스 실패로부터 자유로울 수 없다. 때문에 이러한 서비스 실패를 적절하게 회복하기 위한 노력은 무엇보다 중요한 의미를 가지게 된다. 본 연구는 서비스 회복에 대한 대응 노력의 과정에서 서비스 실패의 상황을 심각성과 통제성으로 구분하였다. 이때, 공정성 지각이 신뢰와 만족에 미치는 영향과 더불어 종업원 진정성의 역할을 실증적으로 검증하여 중요성을 제시하고자 한다. 연구 대상은 서비스 불만을 제기한 경험이 있는 206명의 설문 자료를 SPSS, AMOS를 이용하여 분석하였다. 연구 결과를 요약하면 첫째, 서비스 실패 심각성은 공정성에 부(-)의 영향을 미치지 않았고, 서비스 실패 통제성만이 공정성에 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 공정성 지각은 신뢰와 만족의 관계에서 정(+)의 영향을 미치는 것으로 나타났으며, 회복된 신뢰는 만족에 유의한 영향을 미치는 것으로 나타났다. 셋째, 심각성, 통제성, 공정성, 신뢰와 만족간의 구조적 관계에서 진정성에 의해 조절효과가 있는 것으로 나타났다. 이러한 연구 결과에 근거하여 시사점을 제시하고 미래 연구를 제안하였다.

• 디지털융복합연구
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• 제11권4호
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• pp.45-55
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• 2013

새로운 정보통신 테크놀러지는 우리 사회를 완전히 변모시키고 있을 뿐만 아니라 정부에게도 시민들을 위한 새롭고 가치 있는 서비스를 제공할 수 있는 기회를 제공하고 있다. 본 연구는 전자정부 서비스를 통해 정부 신뢰에 영향을 미칠 수 있는 다양한 선행요인들을 살펴보고 이 요인들의 신뢰에 대한 직, 간접적인 영향 정도를 분석하는데 목적이 있다. 전자정부 서비스 이용자를 대상으로 한 가설 검증결과, 서비스가치, 참여의식, 혁신성은 정부의 신뢰에 영향을 미치는 것으로 나타났으며, 서비스가치와 혁신성도 참여의식에 유의한 영향을 미치는 것으로 나타났다. 또한 혁신성이 서비스가치에 영향을 미치는 것으로 나타났다. 그러나 서비스 가치 및 참여의식이 정부 신뢰에 영향을 미치는 과정에서 정치적 효능감의 조절효과는 없는 것으로 나타났다.

• Asia pacific journal of information systems
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• 제19권1호
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• pp.147-165
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• 2009

Virtual community(VC) will increasingly be organized as commercial enterprises, with the objective of earning an attractive financial return by providing members with valuable resources and environment. For example, Cyworld.com in Korea uses several community services to enable customers of Cyworld to take control of their own value as potential purchasers of products and services. Although initial adoption is important for online network service success, it does not necessarily result in the desired managerial performance unless the initial usage is continuously related to the continuous usage and purchase. Particularly, the customer who receives relevant online services and is well equipped with online network services, will trust the online service provider and perceive less risk and experience more activities such as continuous usage and purchase. Thus, how to promote continued online service usage or, alternatively, how to prevent discontinuance is a critical issue for VC service providers to consider. By aggregating a wide range of information and online environments for customers and providing trust to its members, the service providers of virtual communities help to reduce the perceived risk of continuous usage and purchase. Drill down, online service managers realize that achieving strong and sustained customers who continuously use online service and purchase on it is crucial. Therefore, the research into this online service continuance will identify the relationship between the initial usage and the continuous usage and purchase. The research of continuous usage or post adoption has recently emerged as an important issue in the IS literature. Individuals' information systems(IS) continuous usage decisions are congruent with consumers' repeat purchase decisions. The TAM(Technology Acceptance Model) paradigm has been strongly confirmed across a wide range from product purchase on EC to online service usage contexts. The analysis of IS usage based on TAM has proven to be successful across almost online service contexts. However, most of previous studies have focused on only an area (i.e., VC or EC). Just little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of VC users' EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied the TAM-to-TAM(T2T) model, and analyzed the transfer effect of trust between these two TAMs. The research model was empirically tested on the context of a social network service. The model was to extend TAM with the trust concept for the virtual community environment from the perspective of tasks. By building an extended model of TAM and examining the relationships between trust and the existing variables of TAM, it is aimed to explain a user's continuous intention to use VC and purchase on EC. The unit of analysis in this paper is an individual user of a virtual community. The population of interest is the individual with the experiences in virtual community. The data for this paper was made available via a Web survey of VC users. In total, 281 cases were gathered for about one week, but there were some missing values in the sample and there were some inappropriate cases. Thus, only 248 cases were finally analyzed. We chose the structural equation analysis to test the hypotheses and it is better suited for explaining complex relationships than the other methods. In this test, AMOS was used to test the Structural Equation Model (SEM). Noticeable results have been found in the T2T model regarding the factors affecting the intention to use of virtual community and loyalty. Our result showed that trust transfer plays a key role in forming the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.

• 유통과학연구
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• 제16권6호
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• pp.85-96
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• 2018

Purpose - There are many antecedences and consequences of the positive emotions of customers. The purpose of this research is to examine how Chinese service companies improve not only the positive emotions of customers but also the quality of life through effective verbal and nonverbal communication. Furthermore, we tried to analyze the moderating role of negative expectancy disconfirmation perceived by customers in those causal relationships among the variables. Research design, data, and methodology - The eight hypotheses were proposed and we tested them empirically in this research. Four hypotheses were about the relationship among communication, positive emotion, trust and quality of life. The other four hypotheses were about the moderating effect of negative expectancy disconfirmation in the causal relationships among four variables such as communication, positive emotion, trust and quality of life. A total of 356 samples who had visited the service companies in China were surveyed and 8 hypotheses were tested by empirical analysis using SPSS and AMOS. Results - The results of this research are as follows. First, positive verbal communication and nonverbal communication of employees in the service company have a positive effects on the positive emotions of customers. Second, positive emotion has a positive effect on the overall quality of life on the customer side as well as the trust on the corporate side. Third, negative expectancy disconfirmation perceived by customers has negative moderating effect in the causal relationship between employees' positive verbal communication and customers' positive emotion, and it also has a negative moderating role in the causal relationship between customers' positive emotion and overall quality of life. Conclusions - Based on these results, there can be such implications as follows. First, managers and employees of service companies can induce positive emotion of customers through effective communication. Second, service companies should try to improve not only the corporate-side performance like trust but also the customer-side performance like quality of life. Third, it will be significant for them to lower the level of negative expectancy disconfirmation for the purpose of improving not only the positive emotions of customers but also the quality of customers' life.

• 한국IT서비스학회지
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• 제17권3호
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• pp.157-169
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• 2018

This study aims to examine the factors influencing user attitude toward Smart Home service as the demand of Smart Home service is increasing and it somewhat involves privacy risk. To this end, the research model includes five independent variables, trust in service provider, perceived privacy risk, self efficacy, interpersonal influence, and external influence, influencing the attitude toward Smart Home service. So, this study aims to analyze which variable is the most critical and influential among the five factors and suggest the direction of Smart Home industries. This study first reviews the literature on Smart Home services and describes its Korean situation. Data were collected from residents living in a smart apartment complex. The results show that (1) users have a very positive attitude toward Smart Home service in total, (2) trust in service providers, self efficacy, and interpersonal influence positively impact user attitude toward Smart Home service and interpersonal influence is the most influential variable, however, (3) perceived privacy risk and external influence dose not significantly impact it. These results imply that the role of service providers, self efficacy, and interpersonal influence are important factors on the user attitude toward Smart Home service. Finally, the study's findings and limitations are discussed and potential avenues for future research are suggested.