• International Journal of Knowledge Content Development & Technology
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• v.5 no.2
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• pp.45-63
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• 2015

An international survey of over 3600 academic researchers examined how trustworthiness is determined when making decisions on scholarly reading, citing, and publishing in the digital age and whether social media and open access publications are having an impact on judgements. In general, the study found that traditional scholarly methods and criteria remain important across the board. However, there are significant differences between younger (age 30 & under) and older researchers (over 30). Thus younger researchers: a) expend less effort to obtain information and more likely to compromise on quality in their selections; b) view open access publishing much more positively as it offers them more choices and helps to establish their reputation more quickly; c) compensate for their lack of experience by relying more heavily on trust markers and proxies, such as impact factors; d) use all the outlets available in order to improve the chances of getting their work published and, in this respect, make the most use of the social media with which they are more familiar.

• Journal of Korea Society of Digital Industry and Information Management
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• v.8 no.1
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• pp.191-205
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• 2012

A book review is one of the most important sources of information which provide the descriptive and evaluative contents about books. Reviews have great influence on consumer behavior because they are believed to be more reliable than information provided by sellers. Readers who read a book review includes information about book decide whether they will buy or not. This study examines customer attitude change by book reviews with regarding to different type of information sources(experts and prior customers) and different directions of messages. We address the following research questions: (1) Can positive book reviews with credibility have a positive impact on acceptance of books? (2) Can negative book reviews with credibility have a negative impact on acceptance of books? The results shows that a credibility is an essential factor for affecting customers' mind. When positive book reviews were written, both expert and customer opinions have a positive impact on acceptance of customers. Given negative book reviews of experts, trustworthiness is more important than expertise. However, a objectivity of customer's reviews is more important.

• Journal of Distribution Science
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• v.17 no.8
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• pp.87-97
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• 2019

Purpose - This study focuses on the effectiveness of the athlete endorsement on the purchase intention of customers and investigates the attributes of the athlete identification. The Athlete Identification is defined by the expertise, trustworthiness, attractiveness, toughness and transgression. Athlete identification and athlete endorsement help marketers with a thorough look at the trend of using famous sports player to promote products. Research design and methodology - 450 questionnaires were delivered to respondents in Ho Chi Minh city and 433 were returned completed. Descriptive statistics, reliability, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were conducted to test the relationship between independent and dependent variables. Results - The expertise, trustworthiness, attractiveness and toughness exert positive impacts on athlete identification. Transgression affects negatively athlete identification and athlete endorsement. This research confirmed results of previous studies. Conclusions - The athlete first needs to create their own Identification from a set of attributes in order to be out-standing in the sport and leisure industry before becoming an endorser for a particular product. From the company's perspectives, decision makers should choose an acclaimed sports player to boost the purchase intention of consumers.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.12 no.5
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• pp.2396-2413
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• 2018

Trust management is one of the most challenging issues for the highly heterogeneous Internet of Things (IoT). In the context of the IoT, it is difficult to evaluate the node's trustworthiness in the same trust model when a node provides different services. Guaranteeing the availability of the trust management service is another significant challenge because of the dynamic nature of IoT environments. With these issues in mind, this paper propose a robust and adaptive trust management system for the IoT that is able to measure the trustworthiness of nodes based on feedbacks collected from participants in a specific context and ensure the availability of trust management services. The main contributions of our system are: 1) Proposing a partly decentralized trust management framework, which improves the resiliency of the trust mechanism; 2) Proposing an adaptive trust evaluation scheme and a three-dimensional context representation makes trust evaluation more accurate and specific; 3) Enhancing the adaptive trust evaluation scheme by incorporating a bad behavior factor in trust estimation, which efficiently distinguishes misleading feedbacks from On-Off attacks. Simulation results show the good performance of the proposed system and especially show effectiveness against On-Off attacks compared to other trust mechanisms.

• Journal of Fashion Business
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• v.24 no.6
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• pp.148-158
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• 2020

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers' intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.1025-1032
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• 2021

The study investigates factors affecting the loyalty of Food Delivery Application (FDA) service in Thailand. This study employs quantitative research methodology with a non-probability sampling method to draw 510 FDA samples from the FDA users in Thailand. The online questionnaires with a Cronbach's alpha coefficient of 0.886 were used as a research tool to collect data from samples. By using the Structural Equation Modeling (SEM) to analyze data, the results show that trustworthiness, social influence, system design, and task-technology fit affect the user's technology acceptance, which also show the significant relationship with the loyalty of FDA users in Thailand. The study checks the harmony with the statistics; χ2 = 258.686, df. =160, χ2/df. = 1.616, p-value = 0.050, CMIN/DF = 1.616, GFI = 0.960, AGFI = 0.969, TLI = 0.953, CFI = 0.965, RMSEA = 0.047, significant level at 0.05, along with testing the weight factor. In conclusion, the research model was harmonious with the empirical data at the significant level 0.05. The finding of this study suggested that the FDA service provider might apply this research finding to develop a greater understanding of the FDA's customer loyalty, as well as determine marketing strategies, identify opportunities, and create a competitive advantage in the future.

• International Journal of Advanced Culture Technology
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• v.9 no.4
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• pp.329-344
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• 2021

AI assistant, a software interface designed to interact with a user in a natural way and perform specific tasks on the user's behalf, receives increasing attention from both scholars and practitioners. While most of the literatures explain about technical aspects, little is known about the social and psychological factors that intimately influence consumers when using it. This study sheds light on the reason people use AI assistant and how perceived values influence on intention of continuous usage. A total of 361 AI assistant users participated in an online survey, and all were recruited from a major online panel in South Korea. The results from the principal component analysis suggest five social and psychological motives: self-expression, quality of life, entertainment, information, and compatibility. In addition, perceived values, informativeness, entertainment, and trustworthiness, positively predict the intention to use AI assistant. This research provides theoretical contributions from finding motivations of AI assistant usage and from the effects of perceived values on the intention to use it. Practical implications should not be overlooked in this ever-expanding AI industry.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.9
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• pp.157-166
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• 2022

The purpose of this paper is to explain the process of developing and validating the instrument to measure the university's organizational core values and sub-values known as ESI iDART. The three core values are excellence, synergy, and integrity, while the five sub-values comprise knowledge, discipline, trustworthiness, diligence, and responsibility that all staff should understand and practice. These values must be measured to examine the extent to which the staff has practiced them in their work life. With regard to methodology, the research instrument used in the study was developed using a focus group study involving 39 university staff from various departments and campuses. The instrument was later refined and validated by a group of experts from the university. In the main study, the instrument was distributed to all 17,969 university staff from all over the country. After one month, a total of 11,688 university staff participated in the survey indicating a 66% response rate. Using descriptive analysis, reliability analysis, and ANOVA, the results indicate that instrument is considered valid and reliable to be used. The major findings from the study show that organizational values increase over time. Some theoretical and managerial implications are also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.741-759
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• 2022

This study examines the effect of live commerce characteristics on consumption behavior mediated by presence. As contactless shopping has become the new normal, live commerce is emerging as an innovative communication service between consumers and sellers. We examine the role of interaction and streamers' attributes on sharing and purchase intention by mediating social presence and telepresence. A web-based experiment was conducted to test our hypotheses. The data of 267 participants were analyzed using SPSS 23.0 and AMOS 21.0. The results showed that the Streamer-Consumer interaction had a positive effect on social presence and telepresence. By contrast, the Consumer-Consumer interaction had no significant effect on social presence and telepresence. We further found that streamer trustworthiness had a positive effect on both social presence and telepresence, while streamer attractiveness had a positive effect only on telepresence. Thus, social presence and telepresence positively influenced sharing and purchase intention. Overall, these findings illustrate that the Streamer-Consumer interaction and streamer trustworthiness are vital characteristics that lead to higher levels of presence using live commerce. Several academic and managerial implications are suggested based on these results.

• The Korean Journal of Franchise Management
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• v.15 no.1
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• pp.11-27
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• 2024

Purpose: This study empirically examines the bandwagon effects on the adoption of Kiosks for the restaurants' owners. Utilizing Davis (1989)'s Technology Acceptance Model as a framework, this study contributes to the literature by adding a bandwagon effect variable. Bandwagon effect has been studied extensively on the consumer marketing domain in terms of end-user behavior, but not on the business owners' willingness to invest on the new technology. Research design, data, and methodology: Davis (1989)' Technology Acceptance Model with added a bandwagon effect variable was set as a theoretical model. Data was collected via survey instrument from restaurants' owners who purchased or are considering a Kiosk. Structural Equation Modeling was used to empirically test the proposed model. Results: Results show that bandwagon effect is indirectly affecting to the adoption of Kiosks via perceived usefulness, trustworthiness, and interests. The bandwagon effects are NOT directly affecting the adoption of Kiosks. Conclusion: The findings suggest that buyers of Kiosks as storeowners (not end users) consider buying them after storeowners check perceived interests and trustworthiness from others. Thus, there could be a practical implication that it is important to illustrate perceived interests for the business to the storeowners when marketing new technology.