• Asia pacific journal of information systems
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• 제13권4호
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• pp.49-72
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• 2003

Despite the phenomenal growth of Internet users in recent years, the penetration rate of B2C electronic commerce(EC) is still low. According to previous studies, one of most often cited reasons is the lack of consumers' trust. Although trust is an important concept in B2C EC, there is a lack of theory-based empirical research in this area. In this paper, influencing factors are proposed for investigating the nature of trust in the specific context of B2C EC. Thirteen hypotheses are empirically tested. The results show that most of hypotheses are supported except for perceived size, perceived competence, perceived reputation, familiarity and third party recognition. In addition trust was found to have a strong positive effect on intention to purchase. Finally, trust was found to have a mediation effect between on influencing factors and intention to purchase. Implications of these findings are discussed for researchers and practitioners.

• 마케팅과학연구
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• 제18권1호
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• pp.1-31
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• 2008

신뢰는 인간관계에서 동서고금을 통해 언제나 주목을 받아온 주제였으며, 신뢰의 중요성은 경영학 분야는 물론 인간생활의 모든 분야에서 이미 오랜 전부터 인식되어 왔다. 그러나 대부분의 연구는 주로 개인 간의 신뢰인 종업원에 대한 신뢰에만 집중하는 단일 차원적 관점에서 연구되어 왔다. 본 연구는 이와 같이 지금까지 주로 단일차원으로 연구되어 온 신뢰 대상을 판매원, 제품/서비스, 그리고 기업의 3차원으로 다차원화하여 이들 신뢰 대상이 재구매 의도에 미치는 영향을 검증하였다. 서울, 대구 경북지역의 거주자로 백화점에서 구매 경험이 있는 남녀 고객을 대상으로 수집된 자료를 분석한 결과, 기존 연구들에서 주로 다루어진 판매원신뢰뿐만 아니라 기업신뢰와 제품/서비스신뢰 또한 고객신뢰의 중요한 대상으로 나타나, 신뢰 대상은 다차원적인 구성개념임이 밝혀졌다. 이들 3차원의 신뢰는 모두 재구매 의도에 유의한 영향을 미치는 것으로 나타났으며, 특히 기업신뢰가 판매원신뢰와 제품/서비스신뢰보다 재구매 의도에 더 영향을 미치는 것으로 나타났다. 판매원신뢰와 제품/서비스신뢰의 영향요인으로 역량과 선의를, 기업신뢰의 영향요인으로 기업 평판과 물리적 환경을 설정하여 검증한 결과 역량과 선의는 판매원신뢰와 제품/서비스신뢰 모두에 유의한 영향을 미치는 것으로 나타났다. 기업신뢰의 경우, 평판은 유의한 영향을 미치는 것으로 나타났으나, 물리적환경은 유의한 영향을 미치지 않은 것으로 나타났다.

• Asia pacific journal of information systems
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• 제17권4호
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• pp.133-163
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• 2007

Growth in the outsourcing market signals that firms of all sizes believe outsourcing will ultimately deliver many benefits and conveniences. But there are not many firms satisfied with the results of outsourcing. What is more, previous researches were fragmentary analyses focused on specific variables of outsourcing such as sourcing decisions, partnership rather than comprehensive analysis. Thus, they could not propose general systematic methodologies applicable to the real situation. To solve these problems, we developed an integrated theoretical framework that considered both contract with the hard side and trust with the soft side from a contingency viewpoint and tested this model using 143 data of Korean companies executing outsourcing. In addition, we examined how situational factors(outsourcing task complexity and outsourcing management competence) affects each path in the research model. The results of this study are as follows. First, it was proved the theory that trust is not a substitute for contract but its complement. Previous empirical studies on outsourcing success factors were focused on the establishment of successful partnership on the assumption that trust can replace contract in many situations. According to the results of our empirical analysis, however, contract and trust were in a mutually complementary relation with each other and their emphasis was different. Furthermore, different from previous researches, it was found effective to use trust as a supplementary tool and contract as a main means in outsourcing management strategy. Second, this study provided an integrated view that sees both contract and trust from a contingency viewpoint in theoretically reestablishing the relationship between contract and trust. Previous researches leaned to specific variables or theory-centered fragmentary analysis, but this study proposed a more practical and integrated research model and tested its effectiveness. Based on the results, with the model, decision makers are expected to scrutinize outsourcing situation more closely and to have a practical insight to the situation. Third, it was found that contract mechanism and trust building do not have a direct effect on outsourcing performance but relationship management intensity mediates the effect of contract mechanism and trust building. This is considered significantly meaningful to outsourcing partners who have believed that outsourcing would be successful if a contract is made properly or trust is built. Lastly, the path from trust building to relationship management intensity was moderated by informed buying, as the path coefficients from trust building to relationship management intensity varied by the degree of informed buying competence.

• 한국경영과학회지
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• 제32권2호
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• pp.53-69
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• 2007

Internet shopping websites have offered comfort to consumers in shopping and built trust relationships with them by providing electronic agents for recommendation, escrow services, and customer centers etc. But as there is little big difference among the shopping websites in terms of technical competence, website design, operational policy, they recognize online feedback (reviews or recommendation of consumers or experts) and online feedback mechanism as important marketing tools. Based on online feedback related studies, this study explores antecedents (consensus, vividness of reviews, interactions in review boards) of the perceived effectiveness of review boards which are text-based feedback mechanisms and its consequences such as trust, satisfaction, and intention to use. The results show that the perceived effectiveness of review boards is significantly affected by vividness of reviews and interactions in review boards, and the impact of interaction in review boards on the perceived effectiveness of review boards is stronger than that of vividness of reviews. The results also show that the perceived effectiveness of review boards has a significant influence on trust and satisfaction with the shopping websites, and intention to use is influenced by both trust and satisfaction.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2004년도 추계학술대회 및 정기총회
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• pp.116-136
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• 2004

The objective of this study is to analyze the relationship between offline trust and use of online service focusing on Internet banking. For this purpose, we suggest an extended version of Technology Acceptance Model (TAM) that would explain use or acceptance of infer]nation technology especially in Internet based service areas. In order to connect offline trust with Internet banking use, TAM is extended by adding two variables - technical competence for security services that is one facet of trust on the bank's security technology and security risk that would influence use, perceived usefulness and perceived ease of use. Empirically our model is well proved with low significance level.

• Journal of Korea Trade
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• 제23권3호
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• pp.38-51
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• 2019

Purpose - An appreciable number of small- and medium-sized exporters have continuously succeeded in their export marketplaces even though they do not possess enough resources. Advocating that affiliation with an export service-provider plays an important role in this phenomenon, we aimed to theoretically explain how export service providers' competences and relational factors drive small- and medium-sized exporters' competitive advantages in the long-run. Design/methodology - Drawing prominently on the resource-based view and the relationship-marketing theory, we built an empirically testable model. The model showed the roles of exporter capabilities, export service-provider competences, and relational factors on small- and medium-sized exporters' sustainable competitive advantages. Findings - The results of our research showed that exporter production and branding capabilities positively influenced their sustainable competitive advantage. In addition, export service-providers' marketing competence and relationship-building competence positively moderated the effects of exporter capabilities on their parties' sustainable competitive advantages. Finally, affiliation parties' interfirm trust and relationship commitment positively moderated the effects of export service-provider competence on the relationship between exporter capabilities and sustainable competitive advantages. Originality/value - Although prior studies have highlighted the effects of an exporter's resources on export performance, our research filled a knowledge gap of the effects of other resources on export performance. First, we proposed two types of export service-provider, competence marketing and relationship-building, influencing exporters' competitive advantage. Second, the effects of relational factors were proposed in the context of export affiliations.

• 지식경영연구
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• 제17권1호
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• pp.155-174
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• 2016

Recent years, a smartphone has been playing a role of searching, booking, and decision-makings in the tourism industry through tourists' user experiences and engagements. This study investigated the tourists' behavior toward smartphone usage regarding Chinese visitors who were ranked in Korea inbound tourism. This research model formulated two types of usage which identified explorlative use and exploitive use and the antecedent relationships of user empowerment including user competence, user impact, usage meaning, user trust. We analyzed SmartPLS2.0 for the hypotheses and found that first, user competence has a positive influence both of exploitative use and explorative use, second, user impact has a positive influence on exploitative use, but has not influenced on explorative use, third, usage meaning has not influence on exploitive use, but has a postitive influence on explorative use, and finally user trust has influence on both of exploitive and explorative use. Based on the results we found, we suggested Chinese tourists' smartphone usages' behaviors and theoretical and practical implications.

• 기술혁신학회지
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• 제14권4호
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• pp.1050-1072
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• 2011

글로벌 기술협력은 파트너 간 이해관계 불일치와 기술수준, 문화, 언어 및 각종 거시적 환경여건의 차이로 국내 기업 간 협력보다 훨씬 더 어려운 것이 사실이다. 본 연구는 국제 기술협력에서 제기되는 여러 어려움을 극복하고 성공적인 성과를 도출한 한국전자통신연구원(이하 ETRI)과 Microsoft사의 글로벌 기술협력 사례를 조사 분석하였다. 이를 위해 자원기반이론, 네트워크 이론, 관계마케팅 이론 등의 기술협력 이론을 검토하였다. 아울러 시장지배력 관점에서 두 기관의 협력 동기를 살펴보았다. 양 기관 간 기술협력 심층조사 과정에서 도출된 주요 성공요인들로서 명확한 협력목적, 신뢰에 기반한 소통, 파트너가 의존할 수 있는 핵심역량, 사회문화적 요소 등 환경요인이 도출되었다.

• 공학교육연구
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• 제23권6호
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• pp.17-26
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• 2020

In this paper, the effect of daily creativity of engineering students on problem-solving ability is addressed through the dual mediating effect of teamwork competency and self-directed learning ability. To this end, a regression-based statistical mediation analysis has been performed on the dual mediation model in which daily creativity and problem solving ability were treated as independent and dependent variables respectively, and teamwork competence and self-directed learning ability were included as mediation variables. The analysis result confirmed that the daily creativity has direct effect on the problem-solving ability, as well as indirect effects through teamwork competence and self-directed learning ability. In particular, the serial mediating effect of teamwork competency and self-directed learning ability was also confirmed to be statistically significant in the relationship between daily creativity and problem-solving ability. This verifies that problem-solving ability can be improved not only directly by improving daily creativity but also indirectly by improving teamwork competence and self-directed learning ability. In addition, teamwork competency showed greater indirect effect on problem-solving ability than self-directed learning ability, so increasing teamwork competency has a more significant effect on improving problem-solving ability than increasing self-directed learning ability. Therefore, in order to develop better problem-solving ability, it is necessary to identify and improve the learners' teamwork competency first and to strive to create an environment where learners can solve problems based on mutual trust with their teammates.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2006년도 학술대회 1부
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• pp.970-975
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• 2006

There is a tradeoff between user's privacy and utility of context-aware services in ubiquitous computing environments. Many privacy models have been proposed to support the disclosure of personal information at different levels of detail, in ubiquitous computing environments. However, most of these models do not allow for explicit criteria to assess the benefit users are likely to reap by disclosing their personal information. In this paper, we propose an automated decision making mechanism that evaluates the "benefit of disclosure" for the users based on trust relationships between users and information requesters and manages the disclosure of user's personal information accordingly. Unlike other trust models, we do not regard the reputation of an information requester as sufficient to determine his/her trustworthiness. Instead, we represent trustworthiness as a function of information requester's reputation in the eyes of the user and his/her competence in a given context. To validate our mechanism, we apply it to context-aware healthcare application that monitors physiological condition of a user.