• 한국의류산업학회지
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• 제11권5호
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• pp.741-752
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• 2009

As a major obstacle to active online purchase at the level of consumer in China, distrust is raised in this study. Most of previous studies showed that trust is a major variable to cause a relational unity between company and consumer, on the other hand, this study attempts to show that according to the two dimensional point of view regarding trust each dimension of both trust and distrust distinctly contributes to marketing achievement. Interaction, perceived popularity, information usefulness, perceived security risk and perceived dealing risk were created as preceding variable, trust and distrust were constituted as parameter and relation absorption and purchase intention as consequential variable. These variables were analyzed with structural equation modeling (SEM) in LISREL 8.3 program. The results for this study are as follows. First, relation between exchange actors in marketing is divided into two concepts of trust and distrust differently from the previous studies. On the assumption that trust and distrust might exist simultaneously and they would distinctly have an influence on marketing consequency such as relation absorption and repurchase intention, it is identified that trust and distrust are a different dimension in online context. Second, the formative factor of online trust-distrust is identified and it is shown what relationship between internet shopping mall and relation absorption and foregoing purchase intention resulting from online trust-distrust exists. Third, it is shown that in online context the formative factor of online trust-distrust is distinctly contributed to relation absorption and repurchase intention. It is suggested that trust needs to be managed two-dimensionally separating from trust and distrust. Fourth, it is shown that both trust and distrust factor in terms of relation absorption and repurchase intention of consumer in internet shopping mall are significant variables. Trust is linked with repurchase intention through relation absorption, however, distrust is not directly linked with repurchase intention through relation absorption. Thus, the ripple effect of distrust appears to be much higher than that of trust.

• Asia pacific journal of information systems
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• 제25권3호
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• pp.500-518
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• 2015

The present research aims to identify the relationship between trust and distrust in an online business environment. To clarify the concepts, cognitive-affective personality system theory was introduced, through which five types of psychological units were proposed. In developing the research model based on the theory, technical effectiveness of the system and content truthfulness of the website were selected as two key stimuli for the coding process of online users. Trust and distrust were selected as mediating factors that generate consequent behaviors. Finally, purchase intention served as a final dependent variable. Assuming that trust and distrust emerge in psychologically different stages, this study hypothesized the mutual causal relationship between trust and distrust, indicating that the relationship will be determined by their contextual emphasis on each dimension. To validate, a survey was conducted with 307 online shopping mall users. Results show that stimuli were more significantly associated with trust. Trust is therefore a more cognitive construct than distrust, and the path from trust to distrust is stronger than that from distrust to trust. This finding implies that the cognitive aspect of trust is stronger than that of distrust. Distrust is rather more affectively emerging than trust.

• 한국정보시스템학회지:정보시스템연구
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• 제26권1호
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• pp.171-188
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• 2017

Purpose This study investigates the effects of trust and distrust on intention to purchase in open market, based on the idea that trust and distrust can co-exist. Specifically, this study approached the effects of trust and distrust of the open market on the intention to purchase from a two-dimensional perspective, and examined trustworthiness as the antecedents of trust and distrust. Design/Methodology/Approach In this study, we conducted a questionnaire survey on consumers who have actually purchased a product from open markets in Korea for two months. As a result, 141 users are chosen for the sample. We apply PLS (Partial Least Squares) structural equation modeling (SEM) to verify our theoretical model using the software application SmartPLS 3.0. Findings First, trust in open market positively affects intention to purchase, whereas distrust in open market negatively affects intention to purchase. Second, the three antecedents of trust (i.e. three factors constituting trustworthiness such as ability, benevolence and integrity) affect trust in open market. Third, integrity negatively affects distrust in open market. Since integrity plays an important role in building both trust and distrust in open market, the operators of open market should pay attention to managing their integrity.

• 한국치위생학회지
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• 제12권6호
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• pp.1148-1157
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• 2012

Objectives : The purpose of this study is to analyze factors impacting dental treatment of fear and distrust of dentists. The subjects of this study consists of 720 middle & high school students in Daegu area. Methods : The data were collected from June 1, 2009 to September 30, 2009 by self-administrative questionnaires. The data received was analyzed using the descriptive statistic, t-test, ANOVA, and multiple linear regression analysis with level of significance as p<0.05 stimulus response factors in oral health education, often highly-experienced, and distrust of the dentists of factors the lower stimulus response factors are highly. Results : A female dental treatment of fear and distrust of dentists showed higher than male. Showed higher dental treatment of fear and the higher distrust of dentist. Showde the treatment-avoidance factors the higher patient of negligence factors and distrust of dentists factors are highly statistically significant. Showed the stimulus response factors in oral health education, often highly-experienced, and distrust of the dentists of factors the lower stimulus response factors are highly. Showed the similar results physiological arousal factors and the stimulus response factors. Conclusions : The results suggest that oral health status of improve adolescent before treatment of patients identify biological characteristics and personality can decrease dental treatment of fear and distrust of dentist.

• 한국IT서비스학회지
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• 제10권2호
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• pp.1-20
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• 2011

Due to the wide use of internet, electronic commerce market is gradually increasing but consumers still conceive various transaction-related problems. Various studies argue that those problems are obstructing trust in electronic commerce. Most studies on electronic commerce address that trust is measured as a Single dimension in which factors obstructing trust are same as those of increasing distrust. However, this study doesn't view trust as a single dimensional level but understands trust and distrust are bidimensional. This study also holds a viewpoint that they are influenced by different antecedents. According to the results of empirical analysis, the antecedents of trust have a significant explanatory power to trust and those of distrust have it to distrust. Other relations among the notions of trust and distrust, perceived risk and purchase intention as depicted in the research model are all statistically significant except the relation between distrust and purchase intention. This study shows a strong evidence of the bidimensionality of trust with separate antecedents.

• Asia pacific journal of information systems
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• 제24권3호
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• pp.393-415
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• 2014

This study examines the dynamics of trust and distrust at different price levels. We first note that trust and distrust are built with cognitive and affective foundations, and price is viewed as a financial burden or product quality information. Then, we relate price changes to trust and distrust, and hypothesize their interactions: price as a quality cue will positively moderate the cognitive dimension of trust, whereas price as financial burden will negatively moderate the affective dimensions of trust and distrust. We surveyed 263 online mall shoppers in Korea. Among our eight hypotheses, six are fully supported and two are partially supported. The result shows that price perception interacts with both the cognitive and affective dimensions of trust and distrust, but its specific impacts are distinguished by the price perceptions, whether it is financial burden or product quality information.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제12권5호
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• pp.2194-2210
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• 2018

In the era of big data, consumers capture more and more economic surplus yet the seed of distrust also grows with the fast-spreading of social commerce, this paper began with the idea that product types may determine the degree of consumers' distrust even when identical discounts are offered for those products on Chinese social commerce websites. We also attempted to determine if distrust negatively affected consumers' purchase attitudes. 20 representative products that are commonly sold on social commerce websites in China were chosen to examine the relationships among product types, discount rates, distrust levels, and purchase attitudes. Inductive interview was used to collect the data as well as consumers' perceptions of the relationships. Data analysis results suggested that consumers like deep discounts, but their distrust levels increase along with the discount rates, however, the levels of increasing distrust vary according to product types. High, medium, and low discount rate categorizations were made and three propositions were suggested. This paper will contribute to the body of knowledge on online social commerce market and provide valuable implications for e-retailers and general consumers in online social commerce websites in China.

• 한국유통학회지:유통연구
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• 제14권2호
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• pp.97-125
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• 2009

본 연구는 기존의 신뢰와 관련된 연구들을 토대로 불신에 대한 새로운 접근을 시도하고자 하였다. 즉 과거 불신에 대한 대부분의 연구들은 신뢰와 불신은 단일연속 상에서 존재하는 서로 반대되는 개념으로서, 신뢰는 좋은 것이며, 불신은 나쁜 것이라고 보고 있다. 그러나 본 연구에서는 신뢰와 불신은 서로 구별이 가능한 독립적인 개념이며, 동시에 동일 관계에서 공존할 수 있는 개념임을 실증적으로 연구하고자 하였다. 또한 불신도 거래관계에 긍정적 영향을 미칠 수 있다는 전제하에 기존 연구들에서 불신을 부정적인 관계변수로 제안한 것에 대한 반대 견해를 제시하고 이를 실증적 분석을 통해 입증하고자 하였다. 이를 위해 신뢰 및 불신에 대해 다양한 선행변수들을 동시적으로 또는 차별적으로 제시함으로써 신뢰 및 불신의 구별가능성 및 공존가능성을 입증하고자 하였고, 긍정적 관계변수로서의 불신의 역할을 규명하고자 협력 및 기능적 갈등에 미치는 불신의 영향을 실증적으로 분석하였다. 분석결과 신뢰의 선행변수들 및 결과변수들은 모두 통계적으로 유의한 결과를 도출하였으나, 불신의 선행변수들 및 결과변수들에 대해서는 일부 가설들이 기각되었다. 그러나 불신에 대해서 차별적으로 제시되었던 선행변수들인 거래특유자산과 환경적 불확실성과 함께 동시적으로 제시되었던 명성에 대한 연구가설이 모두 지지됨에 따라 신뢰와 불신의 구별가능성 및 공존가능성에 대해서 어느 정도 실증적으로 규명되었다고 평가할 수 있으며, 기능적 갈등에 대한 불신의 긍정적 영향에 대해서도 실증적으로 규명함으로써 불신이 거래 관계상 긍정적인 역할을 수행할 수 있음을 보여주었다.

• 지능정보연구
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• 제23권2호
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• pp.19-38
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• 2017

본 연구는 사용자 평점 이외에 사용자 간 직접 간접적 신뢰 및 불신 관계 네트워크의 분석 결과를 추가로 반영한 새로운 하이브리드 협업필터링(Collaborative filtering, CF) 추천방법을 제안한다. 구체적으로 사용자 간의 유사도를 계산할 때 사용자 평가점수의 유사성만을 고려하는 기존의 CF와 다르게, 사용자 신뢰 및 불신 관계 데이터의 사회연결망분석 결과를 추가적으로 고려하여 보다 정교하게 사용자 간의 유사도를 산출하였다. 이 때, 사용자 간의 유사도를 재조정하는 접근법으로 특정 이웃 사용자가 신뢰 및 불신 관계 네트워크에서 높은 신뢰(또는 불신)를 받을 때, 추천 대상이 되는 사용자와 해당 이웃 간의 유사도를 확대(강화) 또는 축소(약화)하는 방안을 제안하고, 더 나아가 최적의 유사도 확대 또는 축소의 정도를 결정하기 위해 유전자 알고리즘(genetic algorithm, GA)을 적용하였다. 본 연구에서는 제안 알고리즘의 성능을 검증하기 위해, 특정 상품에 대한 사용자의 평가점수와 신뢰 및 불신 관계를 나타낸 실제 데이터에 추천 알고리즘을 적용하였으며 그 결과, 기존의 CF와 비교했을 때 통계적으로 유의한 수준의 예측 정확도 개선이 이루어짐을 확인할 수 있었다. 또한 신뢰 관계 정보보다는 불신 관계 정보를 반영했을 때 예측 정확도가 더 향상되는 것으로 나타났는데, 이는 사회적인 관계를 추적하고 관리하는 측면에서 사용자 간의 불신 관계에 대해 좀 더 주목해야 할 필요가 있음을 시사한다.

• 디지털융복합연구
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• 제15권8호
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• pp.115-126
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• 2017

4차 산업혁명과 불확실성으로 대표되는 급격한 변화 속에서, 조직에 대한 신뢰는 조직의 성공에 직결되는 요소로 인정받고 있다. 본 연구는 신뢰와 불신을 차별적 개념으로 선정하고, 조직공정성과 심리적 계약, 신뢰와 불신, 이직의도의 구조적 관계를 실증적으로 검증하였다. 분석결과 조직공정성은 불신에, 심리적 계약은 신뢰에 차별적인 영향을 미치고 있었으며, 불신만 이직의도에 유의한 영향을 미치는 것으로 드러났다. 이는 신뢰와 불신이 하나의 차원이 아닌 두 개의 분리된 개념이라는 주장을 뒷받침하는 것이다. 또한 조직공정성은 이직의도에 직접효과가 없었고, 불신을 매개로 하는 간접효과만 유의한 것으로 나타났다. 본 연구는 신뢰와 불신의 차별적 효과를 규명한 점에서 이론적, 실무적 차원에서 의의를 갖는다.