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Effect of Trust in UCC Site on UCC Usage

UCC 서비스 사이트의 신뢰가 UCC사용자에 미치는 영향

  • 이한희 (이화여자대학교 KISS센터) ;
  • 강소라 (호서대학교 디지털비즈니스학부) ;
  • 김유정 (호서대학교 디지털비즈니스학부)
  • Published : 2009.12.28

Abstract

This paper aims at identifying trust factors to be managed in UCC environment, and how those trust factors impact on trust in UCC site. Also this paper examines the moderating effect of level of UCC participation(UCC retrieve, UCC production) on the relation between trust in UCC site and intention to use. For this purpose, we identified information, system, service, and site trust through intensive review of prior researches and some expert interviews. A total 338 surveys were used to analyze research hypothesis. The findings show that information, system, and service trust is positively and significantly related to site trust, and then site trust has impact on UCC usage. But, It is proven that there is no difference in effect of site trust on UCC usage according to level of UCC participation.

Keywords

UCC(User Created Content);Trust in UCC;UCC Usage;Level of UCC Participation

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