• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.1
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• pp.97-113
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• 2023

This study investigates the effect of consumers' trust in communication with online fashion mall avatars on performance expectancy and re-use intention. For the empirical study, 207 adults were surveyed using a 5-point Likert scale, and the results were analyzed with SPSS 21.0. The analysis reveals the following results. First, the factor analysis of trust in communication with the avatar, performance expectancy, and re-use intention revealed cognitive and affective trust as subfactors of the trust in communication with the avatar, while purchase choice expectations and performance expectancy were identified as subfactors of performance expectancy for the avatar. A total of five factors, including re-use intention, were recognized. Second, the trust in communication with online fashion mall avatars significantly positively affected performance expectancy for the avatar. Among the subfactors, cognitive trust was determined to have a greater influence on purchase choice expectations than affective trust. Third, the performance expectancy for the online fashion mall avatar significantly positively affected re-use intention. Notably, the subfactor performance expectancy had a greater influence than purchase choice expectations. Finally, trust in communication with online fashion mall avatars significantly positively affected re-use intention. Accordingly, the sub-factor cognitive trust had a greater influence on re-use intention than affective trust. The results of this study are academically significant in that they empirically test the influence relationship between trust in communication, performance expectancy, and re-use intention, considering the personal characteristics of online fashion mall avatars on consumers using the Meta-UTAUT model in the fashion field.

• Journal of Distribution Science
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• v.17 no.10
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• pp.27-39
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• 2019

Purpose - This study explores the relationships between e-Marketing and perceived service quality with brand trust and loyalty towards the brand of mobile telephone operators in Kosovo. Research design, data, and methodology - The conceptual model of four constructs was developed, while each construct consisted of the set of variables measured by using five-point Likert scale. The primary data was collected via an online survey through SurveyMonkey, distributed via Facebook and email. The collected data were cleaned, validated and tested for its consistency through Cronbach's Alpha; ensured that five assumptions of multiple linear regression are met. To assess the relationships between outcome variable and dependent variables of the model, performed the bivariate correlation, simple, multiple linear and hierarchical regression. Results - Perceived service quality has a positive significant effect on brand trust and loyalty. e-Marketing presents moderating direct effect on brand loyalty, and slightly higher effect through brand trust of the mobile telephone operators in Kosovo. Conclusions - The perceived service quality and brand trust are key determinants in achieving brand loyalty in telecommunication industry, followed by e-Marketing as means to creating expectations, delivering on promise to meet customers' perceptions for service quality with a purpose of building trust, that leads to loyalty towards the brands of mobile operators in Kosovo.

• Journal of the Economic Geographical Society of Korea
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• v.12 no.4
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• pp.454-476
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• 2009

The purpose of this paper is to examine relation between trust building level and linkages's spatial characteristics on the logistics & storage industry of Busan. As a result, First, long-term & repeated interaction, information sharing & reciprocity, and interdependence & asset specificity have an important effect upon the micro trust which implies the highest trust. Proximity and uncertainty impact on the meso trust, the trust of middle level. Culture, norm, and formal institution of firms affect the macro trust, the lowest level of trust. Second, the micro, the meso, and the macro trusts mainly form in the local scale where spatial proximity is great. The higher the trust building levels become, the more spatial dimensions by linkage expand to national and international dimension, respectively. Third, these results appear more clearly in the output linkage than input linkage, in the service areas-many firm, in the horizontal linkage than vertical linkage, in the advanced evolution phases of firm connection, and in the supply chain management than outsourcing.

• The KIPS Transactions:PartC
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• v.11C no.1
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• pp.81-88
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• 2004

This paper analyzed the proper methods to solve the security problems of establishing trust zone which is changed by security policy in large scale networks containing multiple VPNs. Therefore, we surveyed the vulnerability of VPN technologies, it analyzed various models suitable for trust zone. By simulations of various models, we Propose the cascade perimeter defence policy model having the neit as such an efficient transit cost and the strictly isolation for trust tone. This model can protect the trust zone from the public network by dividing the trust Tone according to each VPN group and it shows the better transit performance by cascading the position of perimeter defence policy.

• Korean Journal of Organic Agriculture
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• v.29 no.3
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• pp.301-315
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• 2021

This study investigated the effect of the level of ethics in food manufacturing of agricultural products processing companies on food safety and product trust. In general, a company's food manufacturing ethics is complex, includes social responsibility, and has a potential impact on stakeholders. The main implications summarized based on the analysis results are the expansion of the HACCP application of the agricultural product processing system, the production of safe agri-food that fulfills social responsibilities with an ethical awareness, including entrepreneurial awareness, from raw materials to processing, packaging, and distribution from a long-term perspective. It was found that it was necessary to secure product trust and to provide education, consulting and management on ethical awareness.

• The Journal of the Korea Contents Association
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• v.10 no.5
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• pp.360-369
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• 2010

Recently various types of college with different schooling years, different methods of providing education service and so forth, appeared whereas students as their customers also have various traits. This study aims to verify the brand personality congruity difference among college types as well as analyse the effect of congruity on trust, satisfaction, and loyalty. The study undertakes the following researches with five brand personality scale(BPS) which presented in the previous research. First research was rather exploratory to clarify the difference in the personality congruity between college-student according to different types of college. As result, 4-year university was highly congruent in competence, sophistication, and ruggedness, while 2-year college was highly congruent in sincerity and cyber university was high in excitement. The second part of the research analysed the effects of personality congruity on trust, satisfaction, and brand loyalty. Results support that brand personality congruity significantly affects trust, satisfaction, and brand loyalty.

• Journal of the Economic Geographical Society of Korea
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• v.14 no.4
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• pp.568-582
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• 2011

This study aims to discover the characteristics of Sino-South Korean cross-border small-scale trade, which involves various players. Through this characteristics, this study ultimately intends to identify an operational mechanism of Sino-South Korean cross-border small-scale trade by investigating social capital as mobilized by small-scale traders. The results of this study can be expected to help understand how small-scale merchants address the uncertainty or risks surrounding their trade. Although it is an informal economic activity, the cross-border small-scale trade between South Korea and China is related to issues of the formal economy, such as job creation, benefits for local economies, and profit-seeking. Owing to this characteristics, small-scale trade is being conducted with the connivance of, or even with the tacit support from formal organizations, including municipal governments, customs, corporations, and shipping companies. Like trade in other countries, Sino-South Korean cross-border small-scale trade also requires different types of social capital, such as family networks, ethnic networks, social networks, and trust.

• Journal of Agricultural Extension & Community Development
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• v.9 no.2
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• pp.247-262
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• 2002

The objectives of this study were to investigate the followers's perception of the behavioral characteristics of middle managers' leadership styles and the relationship between middle managers' behavioral characteristics by leadership style and followers' trust in middle managers. The data were collected from the officials of the Rural Development Administration(RDA) of Korea in September, 2001. A total of 215 questionnaires out of 232 distributed were collected and 211 valid ones analyzed. The results from the study were as follows: First, on the leadership styles of the middle managers of RDA, the perception points of the staffs of offices/divisions were 3.56 points in servant leadership style, 3.48 points in transformational leadership style and 3.51 in transactional leadership style from the possible 5.0 points scale. Second, the mean point of the trust level of the staff to the middle managers was 3.64 points indicating that the directors in general tried to treat the staff of offices/divisions with equitably and to communicate with them openly. Third, the correlation between the trust of followers and several variables showed that the subordinate behavioral characteristics of servant leadership, transformational leadership and transactional leadership had positive effects on the trust. Especially 'individualized consideration' and 'contingent rewards' were highly correlated.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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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.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.275-281
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• 2020

This study aims to explore a new approach of relationship assessment by partially employing attitudinal commitment to measure the influence on perception of cooperation within the Vietnamese rice supply chains, which begins from commercial enterprises up to the retailers in the Vietnamese market. The quantitative research is first built around the measurement instruments for the constructs of relationship quality (RQ) and its dimensions; next, a questionnaire is designed; finally, we deal with sample issues and analyze the data to answer the research questions. The truncated sampling technique and Likert-scale survey is a suitable method for analyzing Vietnamese rice retailers and data collection. The preliminary test was conducted using SPSS Statistics; the main test was, then, carried out to evaluate the proposed model and test the hypotheses. Appropriately, the results point to a significant influence of attitudinal factors on trust and satisfaction. In addition, with the involvement of perceived trust and satisfaction, that combination showed the mediating effect between the attitudinal factors and the relationship quality. The ad-hoc analysis indicated the significant role of the two mediators. To be more specific, the high degree of trust and satisfaction has a positive impact on the formation of the relationship between participants in the sector.