• 한국IT서비스학회지
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• 제13권3호
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• pp.183-200
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• 2014

Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.

• 산업경영시스템학회지
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• 제35권3호
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• pp.70-76
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• 2012

This research tested how the perceived risk and the trust affect the usage intention of the cloud computing. To this end, this research setups a research model and tests it with the statistic tools. In order to build the model, TAM (Technology Acceptance Model) and UTAUT (Unified Theory of Acceptance and Use of Technology) were employed and, the factors such as the perceived risk, the trust and the intention of the cloud computing use were derived. This research finds that the perceived risk does not affect the intention of usage. Also the perceived risk has the negative effect for the trust. Thus this research has the following suggestions.

• Journal of Information Technology Applications and Management
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• 제13권4호
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• pp.181-195
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• 2006

In recent years, increasing attention has been paid on how to manage a successful relationships between the receiver and provider of the Information Systems(IS) outsourcing services. This study explores the sources of influence for successful outsourcing relationships. Based on the Jaworski's control combination model for marketing, we (1) propose a management combination model of outsourcing relationships where trust is introduced as an intervening variable and outsourcing compleyity as a moderating variable, (2) test this model using a sample of 94 outsourcing projects in 36 organizations that have outsourced there IS functions to external service providers. The results indicated several significant findings. First, the deployment of management mechanism such as contract mechanism and trust building has a significant effect on the outsourcing success through trust only. Second, complexity of outsourcing activities has a moderating effect on relationship management combinations.

• 한국의류학회지
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• 제33권9호
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• pp.1472-1482
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• 2009

This study identifies how website attributes impact consumer loyalty to websites. For this purpose, the study tested covariance of a structural model which set relationships among independent variables (trust and site stickiness), meditated variables (relationship commitment), and dependent variables (website loyalty). The data were collected from a sample of 239 female college internet student shoppers. The covariance structural model and research hypothesis are analyzed using SPSS 16.0 and AMOS 5.0 program. The results are as follows: First, the structural model is significantly accepted. Second, trust and stickiness have a positive influence on the relationship commitment. Third, trust, stickiness, and relationship commitment have a positive impact on website loyalty. Forth, even if stickiness has no positive influence on website loyalty, it has a significant effect on website loyalty through the relationship commitment.

• 한국경영과학회지
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• 제30권3호
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• pp.95-117
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• 2005

This research Investigates the determinants of customer Intention to participate In Internet auction. Based on technology acceptance and trust related studies, our research proposes a theoretical model consisting of factors such as perceived usefulness, perceived ease of use, institution based trust, beliefs on sellers, trusting beliefs, and participation Intention. For examining the relationships implied by the research model, a field study using a survey methodology for data collection was conducted. The data were analyzed using AMOS based on the structural equation modeling, a second-generation multivariate technique, which has gained distinct advantages over other technique. After some model modification according to model generating strategy approach, this study shows that trusting beliefs have significant effects on the participating intention in Internet auction site. In conclusion, Implications are discussed along with limitations and further research direction.

• 한국정보시스템학회지:정보시스템연구
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• 제30권1호
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• pp.1-20
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• 2021

Purpose The purpose of this study is to deduct the motivative factors such as perceived value, trust, innovative resistance and flow from the pervious studies and to examine the effect of the motivative factors in the continued use of convenient payment service. Design/methodology/approach This study made a design of the research model by integrating the factors deducted from the Value-based Adoption Model and the Innovative Resistance Model with the factors deducted from the Flow Theory. Findings Results showed that perceived value had a significant effect on trust and innovative resistance. Moreover, trust had a significant effect on flow and continued use. Finally, innovative resistance and flow had a significant effect on continued use. However, the research model in this study was derived from a behavioral point of view, therefore, this model needs to combine the various factors of related fields.

• 한국컴퓨터정보학회논문지
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• 제27권10호
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• pp.223-233
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• 2022

본 연구는 SNS에서 정보 프라이버시 염려와 신뢰 그리고 그와 관련된 요인들을 분석하였다. 특히, 정교화 모델을 바탕으로 정보품질, 프라이버시 정책, 지각된 SNS 앱 명성, 낙관주의를 추출하였으며, 정보 프라이버시 염려, SNS 플랫폼에 대한 신뢰, 사용의도 간의 관계를 분석하였다. 마지막으로 신뢰전이 이론을 적용하여 SNS 사용자들에 대한 신뢰와 SNS 플랫폼에 대한 신뢰와의 관계를 분석하였다. 연구 결과에 따르면 정보품질과 프라이버시 정책, 낙관주의는 정보 프라이버시 염려에 유의한 영향을 미치는 것으로 나타났으나, 지각된 SNS앱 명성은 정보 프라이버시 염려에 유의한 영향을 미치지 못하는 것으로 나타났다. 또한, 정보 프라이버시 염려는 SNS 플랫폼에 대한 신뢰에 유의한 영향을 미치며 SNS 사용자들에 대한 신뢰는 사용의도에 유의한 영향을 미치나 SNS 플랫폼에 대한 신뢰는 사용의도에 유의한 영향을 미치지 못하는 것으로 나타났다. 마지막으로, 신뢰전이 이론에 따라 SNS 사용자들에 대한 신뢰가 SNS 플랫폼에 대한 신뢰로 전이가 되는 것을 확인하였다. 본 연구의 결과는 SNS 기업들이 고객의 정보 프라이버시 보호 행동과 신뢰에 대한 이해와 서비스 향상에 도움을 줄 것으로 본다.

• 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.

• 경영과학
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• 제33권2호
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• pp.29-47
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• 2016

Trust is formed from the day-to-day and persistent interaction relationship. The trust demands more and more at the age of uncertainty. Human beings are using media interaction. The area of communication with media is extended to virtual space. The purpose of this study is to qualitatively explain trust building process in virtual team by media using. In the pursuit of this purpose, we executed in-depth interview with the person who have experience communicating by media with a man of a complete stranger. They experienced the trust building process. Interview data were analyzed by a Structured Coding Techniques. The derived seven categories were reconstructed in consideration of the cause-and-effect relationship and the flow of events. We have discovered a new trust model that was the result from communication by a media using. The model presented is very useful to Individuals who need a new trust building relationship with stranger or virtual team member.

• Journal of Communications and Networks
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• 제11권4호
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• pp.359-367
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• 2009

Trust-based solutions provide some form of payment to peers to encourage good behavior. The problem with trust management systems is that they require prior knowledge to work. In other words, peers are vulnerable to attack if they do not have knowledge or correct knowledge of other peers in a trust management system. Therefore, considering only trust is inadequate when a decision is made to identify the best set of peers to utilize. In order to solve the problem, we propose a distributed decision-making mechanism for wireless peer-to-peer (P2P) networks based on game theory and relevant trust mechanisms in which we incorporate the element of trust and risk into a single model. The main idea of our mechanism is to use utility function to express the relationship between benefits and costs of peers, and then make the decision based on expected utility as well as risk attitude in a fully distributed fashion. The unique feature of our mechanism is that it not only helps a peer to select its partners, but also mitigates vulnerabilities in trust-based mechanisms. Through analysis and experiments, we believe our approach is useful for peers to make the decision regarding who to interact with. In addition, it is also a good starting point for exploring tradeoffs among risk, trust and utility.