• 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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• 제30권3호
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• pp.614-635
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• 2020

This study aims at understanding gender difference in trust and the related factors affecting the intention to purchase voice speakers VS. VS are one of the innovations that are emerging at a fast pace in the market. Although it seems to be widely embraced by both genders, people do not intend to use them in some cases due to a lack of trust and the rumors circling these types of technologies. Nevertheless, there are particular barriers to the acceptance of VS technology between females and males due to unfamiliarity with the effective components of such technologies. Therefore, assuming that increasing the knowledge-based familiarity with an effective technique is essential for accepting it. So far, only little is known about VS and its concepts to increase the familiarity and, as a consequence, the acceptance of effective technology. Technology adoption in gender has been studied for many years, and there are many general models in the literature describing it. However, having more customized models for emerging technologies upon their features seems necessary. This study is based on Theory of Reasoned Action and trust-based acceptance which provides a background for understanding the relationships between beliefs, attitude, intentions, and subject norms and how it's affecting gender trust in VS. The statistical analysis results indicate that perceived system quality and perceived interaction quality have stronger influences on trust for males, while privacy concern and emotional trust have stronger influences on trust for females with the intention of purchase for both genders. Our study can be beneficial for future research in the areas of Perceived risk and Perceived utility and behavioral intention to use and human-technology interaction and psychology.

• 보건의료산업학회지
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• 제9권2호
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• pp.1-12
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• 2015

The objective of this study was to verify the effects of brand equity of small & medium hospitals on trust and relationship commitment and mediation effect of trust in the relation between brand equity and relationship commitment. For testing reliability and validity of the measurement tool, Cronbach's ${\alpha}$ and confirmatory factor analysis was used, respectively. A structural equation model was applied for verifying the study model suggested. Out of 450 questionnaires distributed, 439 was returned. On the study results, brand image and perceived quality positively determined trust of customers for small & medium hospitals. Customers' trust also has a positive effect on relationship commitment. Brand awareness positively influence the levels of relationship commitment. Moreover, a mediation effect was identified. Customers' trust mediated the effects of brand image and perceived quality on relationship commitment of hospitals customers. On conclusions, relationship commitment was determined, either directly or indirectly, by brand image and perceived quality, while trust mediated the their relationship. Thus, hospitals management may use the concepts of brand equity and trust as a key success factor of their business purposes.

• 한국의류산업학회지
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• 제14권1호
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• pp.24-36
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• 2012

This study examines consumer's acceptance intention of sensor-based smart clothing empolying the extended TAM. Technology innovativeness, information innovativeness and trust were used as external variables and perceived palyfulness was included in the extetended TAM. Data were collected from the adults over 20 years old living in Daegu from March 14 to 18, 2011. 193 useful copies of data were analyzed to investigate a structural model and test research hypotheses using AMOS 7.0. The study results showed that the extended TAM for smart clothing was validated empirically in predicting the individual's acceptance of sensor-based smart clothing and 10 hypotheses among 12 hypotheses were supported. Technology innovation, information innovation, and trust were confirmed as antecedent variables in affecting extended TAM. Perceived usefulness and perceived playfulness directly influenced acceptance intention and indirectly influenced acceptance intention mediating attitude. Perceived usefulness affected perceived playfulness and attitude affected acceptance intention. This study will help marketers and managers of fashion companies devise effective tools in planning marketing strategies related to smart clothing.

• 한국의류학회지
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• 제32권9호
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• pp.1427-1437
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• 2008

The purposes of this study were (1) to identify the effects of perceived justice on trust, commitment, repurchasing, and negative word-of-mouth intention in the Open Market by recovering the customer's dissatisfaction, and (2) to compare the effects of perceived justice between two consumer groups divided by the level of fashion involvement(High/Low). In this survey, the respondents were 369 consumers who experienced dissatisfaction in the Open Market in a year. The data were analyzed by confirmatory factor analysis, path analysis, and multiple group analysis using Amos 7.0 program. The results were as follows. It tested main effect of perceived justice on trust and commitment with dissatisfaction handling. 1) As expected, all of the perceived justice had the positive effects on trust. 2) However, only interactional justice positively influenced on commitment. 3) The customers' trust had the positive effect on the customers' commitment after the perception of justice. 4) The trust and commitment had the positive effects on repurchasing intention. 5) However, trust negatively influenced on negative word-of-mouth intention and commitment positively influenced on negative word-of-mouth intention. 6) The consumer groups classified by the level of fashion involvement showed significantly different effects of perceived justice on postcomplaint behavior.

• 한국경영과학회지
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• 제42권3호
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• pp.51-69
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• 2017

TVarious studies in different industries have proven the effectiveness of nanotechnology, which is considered as a representative technology that makes lives faster and more convenient and economical. However, as nanomaterials are tiny, consumers are concerned on whether they can do any physical harm. Therefore, based on the perceived usefulness and ease of use from the generally used Technology Acceptance Model (TAM), this study added additional variables including perceived risk. Moreover, this study introduced three kinds of trust (institution, people, and technology trust) as moderating variables, which can reduce the negative effect of perceived risk. Based on the analysis using the Structural Equation Model, we determined that perceived usefulness and ease of use positively influenced the intention to adopt nanotechnology products. Thus, when consumers regarded nanotechnology products as efficient and convenient, they showed increased intention to adopt the technology. Furthermore, perceived risk negatively affected the intention to adopt nanotechnology products, that is, when customers' perceived risk increased, the adoption intention of nanotechnology product decreases because of the potential risk from nanotechnology. On the one hand, the negative effect of perceived risk on adoption intention decreased when trust in nanotechnology washigh and when consumers highlytrust experts or administrators. On the other hand, trust in government, public institutions, and companies which produce nanotechnology products showed no significant moderating effect. This study is meaningful as it generalized TAM by applying the model to new nanotechnology products and extended existing studies by the addition of perceived risk and various trust factors to the model.

• 벤처혁신연구
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• 제5권2호
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• pp.1-14
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• 2022

모바일 쇼핑은 단순히 매장 내에서 소비자의 쇼핑을 지원하는 도구를 넘어 오프라인 연결을 통해 소비자에게 새로운 차원의 경험을 제공한다. 모바일 쇼핑을 통해 경쟁 우위를 확보하기 위해서는 신규 고객을 확보하는 것도 중요하지만 확보된 고객과 지속적인 거래 관계를 유지하는 것이 더 중요하다. 기존의 모바일 쇼핑 관련 연구는 모바일 소비자 특성에 관한 연구, 모바일 쇼핑몰 특성에 관한 연구, 모바일 쇼핑 자체의 특성에 관한 연구로 크게 세 가지로 분류할 수 있다. 따라서 본 연구는 모바일 쇼핑에 대한 지각된 가치, 지각된 위험, 혁신성이 신뢰에 미치는 영향을 분석하는 것을 목적으로 하였다. 지각된 가치, 지각된 위험, 소비자 혁신성이 모바일 쇼핑에 대한 신뢰에 미치는 영향을 알아보기 위해 모바일을 통한 상품 구매 경험이 있는 소비자를 조사하였다. 본 연구에서 수집된 데이터를 기반으로 측정 항목의 신뢰성과 타당성을 검증하였고, 지각된 가치, 지각된 위험, 혁신성을 독립변수로, 신뢰를 종속변수로 선택하여 회귀분석을 수행하였다. 분석 결과 지각된 가치, 혁신성은 신뢰에 정(+)의 영향을 미치고, 지각된 위험은 신뢰에 부(-)의 영향을 미치는 것으로 나타났다. 분석 결과 세 가지 가설 모두 지지되었다. 마지막으로 연구의 시사점을 제시하고 연구의 한계점과 미래연구 방향을 기술하였다.

• 한국IT서비스학회지
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• 제15권3호
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• pp.127-145
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• 2016

This paper aims to investigate empirically how brand trust can be formed from the customer-brand relationship through a direct use of firm's SNS in B2B context. The brand trust is fundamental elements to understanding of long-term relationship in a B2B context. To achieve the objectives of this study, data collection is through a personally administered questionnaire, and a total of 180 questionnaires was collected from the buyer or supplier who frequently visited partner's firm SNS. Excluding missing data, 120 usable data were analyzed. From the results, first, three SNS motivations (i.e. Information, social and entertainment) has a positive impact on the perceived value of SNS (i.e. perceived usefulness and perceived enjoyment). Second, the perceived usefulness and perceived enjoyment positively affect customer-brand relationship (brand intimacy, brand attachment). Third, the customer-brand relationship is positively related to brand trust. Implications, limitations and future research directions of the study were also discussed. These findings help managers in developing and implementing the relation between SNS use and a customer-brand relationship for long-term relationship in B2B.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.939-947
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• 2020

The aim of this research was to empirical examine the influence of brand trust, perceived value on brand preference, and purchase intention for branded phones. The samples were gathered by a convenient sampling method. We collected data from 285 consumers who were visiting electronic supermarkets in Ho Chi Minh City, Vietnam. The measurement used a 5-point Likert scale ranging from 1=completely disagree, and 5=completely agree. PLS - Partial Least Squares method was performed to analyze the measurement model and the structural model. The study model was proposed from prior research. We had assessed the reliability of the scales through Cronbach's alpha and composite reliability. As well, we also had evaluated discriminant validity through the Fornell-Larcker criterion. The findings of the study demonstrated that brand trust had a significantly positive influence on brand preference. Likewise, the findings of the research also stated that brand trust had a positive impact on purchase intention. The results revealed that perceived value had a positive effect on brand preference. Furthermore, the outcomes show that perceived value had a positive influence on purchase intention as well. Furthermore, the findings of the research showed that brand preference had a positive effect on purchase intention.

• 한국의류산업학회지
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• 제17권2호
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• pp.216-226
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• 2015

This study identifies factors of perceived risk of up-cycling fashion products and investigates perceived risk factors that influence consumers' trust, purchase intention, and recommendation intention towards upcycling fashion products. We also examine the relationship of trust, purchase intention, and recommendation intention for upcycling fashion products. A qualitative research method using a free narrative form and depth interview were used. The perceived risk from up-cycling fashion products generated 5 factor solutions: aesthetic risk, sanitary risk, social risk, performance risk, and economic risk. Next, 201 effective data were collected from a questionnaire survey and analyzed with SPSS 22.0. The results are summarized as follows. First, aesthetic risk and performance risk had a negative effect on products. Second, aesthetic risk and performance risk had negative influence on purchase intention for upcycling fashion products. Third, performance risk had a negative impact on recommendation intention for upcycling fashion products. Fourth, trust had positive effect on purchase intention and recommendation intention for upcycling fashion products. The results of the current study provides various theoretical and practical implications for marketers and retailers interested in up-cycling fashion products.