• 아태비즈니스연구
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• 제3권1호
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• pp.17-28
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• 2012

Very few studies have been done on Studying Brand credibility and Involvement as a determinant of Brand Equity. Literature on Brand Equity signifies lots of constructs like, Country of Origin, Brand Signaling, and Brand Power act as determinant to Brand Equity. This study tries to formulate relationship between the construct Brand Credibility and Brand Involvement as Antecedents to Brand Equity of Product. Using a Two Step Structural Equation Modelling approach analysis on the data collected on Mobile Phone brands were done. Result signified that Brand Credibility and Brand Involvement had significant influence on Brand Equity of the Product. On the Other hand there was no significant relationship between Brand Credibility and Brand Involvement of the Product.

• 한국정보시스템학회지:정보시스템연구
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• 제26권4호
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• pp.107-135
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• 2017

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic - systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer's eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

• 복식문화연구
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• 제25권6호
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• 응용통계연구
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• 제24권2호
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• pp.279-292
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• 2011

합리적인 보험료를 책정하기 위해 사용되는 신뢰도 이론은 보험통계학의 중요한 주요 이론 가운데 하나이다. 본 논문에서는 신뢰도 이론의 기본 개념과 함께 유효대수 법칙, 제곱근 법 칙, B$\"{u}$hlmann 신뢰도, B$\"{u}$hlmann 신뢰도, B$\"{u}$hlmann-Straub 신뢰도 등을 소개하였다. 또한 이러한 방법들에 근거하여 새로운 보험료를 실제 자료를 시용하여 예측하였다. 결론적으로, 유효대수 법칙이 가장 정확한 예측력을 보였다.

• The Journal of Asian Finance, Economics and Business
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• 제8권9호
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• pp.101-111
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• 2021

This study investigates the impact of heuristic factors on customers' perception of information credibility of influencers on YouTube channels, and the association between customers' perception of information credibility and brand attitude, brand credibility, and purchase intention of cosmetic products in Vietnam. A quantitative approach is employed, with a survey of 270 females who are frequent viewers of beauty content on YouTube channels. The data reliability and validity go through various statistical tests including exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Also, structural equation modeling (SEM) is applied to test the hypotheses. The results reveal that there is a positive association between heuristic factors and the perception of information credibility. This perception of information credibility also influences positively on customers' attitudes toward the brand and brand credibility. Purchase intention is also found to be positively associated with the two latter variables. The study's main findings not only offer advice to practitioners on how to choose the right product endorsers and advertising platforms, but they also offer novel insight from the Vietnamese context that could help to extend the heuristic-systematic model and customers' buy intention behavior.

• 문화기술의 융합
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• 제7권1호
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• pp.454-460
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• 2021

본 연구의 목적은 포털 뉴스 콘텐츠의 이용정도가 이용자들의 의견·정보 교환이나 사회적 신뢰수준과 어떤 연관성을 가지고 있는지에 대해 실증적으로 분석하는데 있다. 이를 위해 인구 사회학적 대표성을 갖춘 1,100명의 표본을 대상으로 온라인 서베이 조사를 실시했다. 포털 뉴스 이용 정도는 PNRBS(Portal News Readership Behavior Score)라 불리는 복합지수를 구성해 측정했고, 의견·정보교환 정도나 사회적 신뢰수준은 관련 연구들에서 사용된 지표들 중에서 일부를 취합해 구성한 지수로 측정했다. 연구 결과 포털뉴스이용과 사회적 신뢰는 선형적 상관성이 아닌 V자형 관계를 보이고 있었다. 구체적으로 포털 뉴스를 전혀 이용하지 않는 집단의 사회적 신뢰 수준이 가장 높았고 경이용(Light user) 집단의 신뢰 수준이 가장 낮았다. 중이용 집단의 신뢰 수준은 비용자들보다는 낮았지만 경이용자들 보다는 높았다.

• 한국문헌정보학회지
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• 제54권1호
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• pp.303-324
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• 2020

본 연구는 스마트 기기와 컴퓨터 등 디지털 미디어를 능동적으로 이용하는 아동기 후반과 청소년 초기에 낀 세대라고 일컬어지는 트윈들이 다양한 정보를 선별·수용하는 판단을 하는지 알아보기 위한 기초연구로서 이들의 인터넷정보 조사와 이용에 대한 인식, 정보 신뢰성 판단에 대해 살펴보려는 목적으로 수행되었다. 이를 위하여 설문조사법을 이용하여 서울시내 초등학교 2개교 5학년과 6학년 학생들을 대상으로 400부의 설문지를 배포하였고 336부의 유효 설문지를 회수하였다. 코딩된 데이터는 SPSS 25를 이용하여 기술통계, 요인분석, 빈도분석을 하였다. 분석 결과, 트윈들은 스마트 기기와 컴퓨터의 중요성을 인식하며 유튜브, 네이버, 카카오톡, 네이버 지식인의 순서로 많이 이용한다고 응답했으며 인터넷 정보조사가 쉽고 재미있다고 인식하였다. 정보 신뢰성 문항들의 탐색적 요인분석 결과, 인터넷 서비스제공자 신뢰성, 정보원과 정보 신뢰성, 신뢰성 상담으로 개념적 틀이 구분되어 제시되었으며 이 중에서 정보원과 정보 신뢰성 판단을 가장 많이 하는 것으로 나타났다. 그러나 흥미롭게도 정보 저자 신뢰성에 대한 확인방법 인지, 최신정보의 확인 필요성에서는 응답의 편차가 컸다. 현재 국가교육과정에 정보활용교육이 포함되지 않은 점을 고려하면 이들이 경험법을 통해 터득한 신뢰성 판단 전략 등에 관한 후속 연구가 필요하다. 향후 더 심도있는 트윈들의 정보 신뢰성 판단을 위한 후속 연구와 학교와 도서관 현장의 교육적 실천을 기대한다.

• 유통과학연구
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• 제12권8호
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• pp.83-90
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• 2014

Purpose - Increasing sales of PB rice products can hinder the growth of domestic brands of rice, notwithstanding that the government is promoting domestic brands of rice. This analysis evaluated the influencing relationship among the variables of PB image, product credibility, and purchase intention of consumers who have never bought PB rice, to know the factors influencing consumers' decisions to purchase PB products. Research design, data, and methodology - PB products' brand image was analyzed as the factor that has a direct effect on purchase intention. The mediation effect of credibility on PB products is also analyzed, in terms of influencing the relationship between PB products' brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PB products from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results - It is proven that brand image has direct effects on the credibility of the product, and the credibility of product has a direct effect on purchase intention. However, it is revealed that brand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of the product. Although the customers' recognition about PB image is low, the result shows that PB products' external attributes have effects on customers' purchase intention relating to the PB product. Therefore, it is important to establish the credibility of the PB product more than other products in terms of marketing. Conclusions - The following are the implications of the study. First, in a rice brand promotion, the credibility of the product should be ensured by a uniform brand image. To ensure the credibility of a product, the RPC brand and other brands should be unified, and the unified brand image should be applied to every product. Second, the package must possess a design as well as contents that could build consumers' perception of product credibility. Products' external attributes contribute to their credibility, which leads the consumers to purchase the products, including those consumers who have never bought PB rice products. Therefore, the products' credibility and sales can be reinforced by applying information about consumers' considerations when buying the PB rice product in different colors, font sizes, and packaging designs. This study is meaningful in two ways. First, it seeks to identify an NB revitalization strategy by exploring the purchasing behavior of customers who have no experience in buying PB rice products. Second, the results of previous studies about general brands are considered and applied in this study in order to investigate the influencing relationship among different factors of PB products. However, this study is a consumer awareness investigation; therefore, its results only have limited meaning to the relationship between brand image and purchase intention.

• 한국콘텐츠학회논문지
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• 제14권12호
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• pp.706-722
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• 2014

본 연구는 종합편성채널인 TV조선, JTBC, 채널A 3사와 KBS 영상뉴스의 뉴스 신뢰도 및 미디어 매체 신뢰도에 관한 수용자 인식을 비교분석한 것이다. 사전분석 결과 종합편성채널 TV조선, JTBC, 채널A의 영상뉴스가 지상파 KBS 보다 선정적이라는 것을 확인할 수 있었다. 이후 진행된 신뢰도 비교와 관련된 실험 연구에서는 종합편성채널인 TV조선, JTBC, 채널A의 영상뉴스가 KBS보다 3개 실험물 중 2개의 실험물에서 뉴스 신뢰도 및 매체 신뢰도 면에서 상대적으로 낮게 인식되고 있음을 알 수 있었다. 이상의 연구결과를 통해 종합편성채널의 뉴스 신뢰도 및 매체 신뢰도가 지상파보다 낮을 수 있음을 추론할 수 있었으며, 이는 영상뉴스의 선정성에 따라 영향을 받을 수 있음을 확인했다. 이 같은 결과는 방송 산업시장에서 종합편성채널의 가세로 격화된 경쟁구조, 그리고 이로 인해 과열된 현행 보도 방식에 대해 보다 깊은 논의가 이뤄져야 될 필요성과 향후 종합편성채널 영상뉴스의 보도방향에 대한 시사점을 제시한 결과로 판단할 수 있다.

• Journal of the Korean Data and Information Science Society
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• 제20권2호
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• pp.445-452
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• 2009

Credibility models are actuarial tools to distribute premiums fairly among a heterogeneous group of policyholders. Many existing credibility models can be expressed as special cases of linear mixed effects models. In this paper we propose a nonlinear credibility regression model by reforming the linear mixed effects model through kernel machine. The proposed model can be seen as prediction method applicable in any setting where repeated measures are made for subjects with different risk levels. Experimental results are then presented which indicate the performance of the proposed estimating procedure.