• Title, Summary, Keyword: Trust

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Exploring Interpersonal Trust Online

  • Ahn, Soo-kyoung
    • Journal of Fashion Business
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    • v.21 no.6
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    • pp.31-46
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    • 2017
  • This study views the people's propensity to rely on others' evaluations as the interpersonal trust online despite a lack of personal interactions. Therefore, this study explores the underlying dimensions of interpersonal trust and examines how interpersonal trust influences trust in the e-tailer and behavioral intent. Data of 395 adults who had purchased apparel goods online were collected nationwide using an online questionnaire. Exploratory and confirmative factor analysis identified five underlying constructs of interpersonal trust online such as peer identification, ability, integrity, shared lifegoals, and benevolence. A structural equation modeling test was conducted to examine the relationships between interpersonal trust, trust in the e-tailer, and behavioral intent. Interpersonal trust influenced on trust in the e-tailer, specifically on trust in the e-tailer's competence which subsequently increased a customer's behavioral intent such as attitude toward the e-tailer and shopping intention. Although no direct effect of interpersonal trust on the behavioral intent was found, interestingly, the effects of the interpersonal trust on the e-tailer trust which derived the behavioral intent to purchase. This result suggests that marketers devise a more effective system and environment that can encourage the interpersonal trust between customers to build a strong trust in e-tailers. It also provides a theoretical framework of online trust in the way of classifying interpersonal trust and trust in e-tailers.

The Impact of Multi-dimensional Trust for Customer Satisfaction

  • Choi, Jae-Won;Sohn, Chang-Soo;Lee, Hong-Joo
    • Management Science and Financial Engineering
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    • v.16 no.2
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    • pp.81-97
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    • 2010
  • Trust is one of the most important aspects of the relationship between retailers and consumers in e-commerce. Users may have concerns about transaction security or personal information leakage when they engage in transactions over the Internet. It can be difficult to attract customers if the retailers or service providers cannot establish trust with their customers. There have been many studies of trust-building mechanisms between customers and e-storefronts. However, little work has been done on identifying the relationships between customer satisfaction, purchase intention, and trust. In addition, trust building occurs in the pre- and post-purchase phases of an e-commerce transaction, as well as gradually over repeated transactions. Thus we distinguish between cue-based trust and experience-based trust. The objective of this study was to explain the impact of trust on customer satisfaction and purchase intention in relation to e-commerce sites from the perspective of a multi-dimensional concept of trust. We surveyed 350 undergraduate students and obtained 331 responses for analysis. The result of our analysis showed that cue-based trust has a positive relationship with trust based on experience. Although the two concepts of trust have positive relationships with satisfaction, the path coefficient of trust based on experience was higher than that of cue-based trust. In addition, the purchase intention mediates the relationship between cue-based trust and experience-based trust.

Is Trust Transitive and Composable in Social Networks?

  • Song, Hee Seok
    • Journal of Information Technology Applications and Management
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    • v.20 no.4
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    • pp.191-205
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    • 2013
  • Recently, the topic of predicting interpersonal trust in online social networks is receiving considerable attention, because trust plays a critical role in controlling the spread of distorted information and vicious rumors, as well as reducing uncertainties and risk from unreliable users in social networks. Several trust prediction models have been developed on the basis of transitivity and composability properties of trust; however, it is hard to find empirical studies on whether and how transitivity and composability properties of trust are operated in real online social networks. This study aims to predict interpersonal trust between two unknown users in social networks and verify the proposition on whether and how transitivity and composability of trust are operated in social networks. For this purpose, we chose three social network sites called FilmTrust, Advogato, and Epinion, which contain explicit trust information by their users, and we empirically investigated the proposition. Experimental results showed that trust can be propagated farther and farther along the trust link; however, when path distance becomes distant, the accuracy of trust prediction lowers because noise is activated in the process of trust propagation. Also, the composability property of trust is operated as we expected in real social networks. However, contrary to our expectations, when the path is synthesized more during the trust prediction, the reliability of predicted trust did not tend to increase gradually.

Different Effects of Workers' Trust on Work Stress, Perceived Stress, Stress Reaction, and Job Satisfaction between Korean and Japanese Workers

  • Rhee, Kyung-Yong
    • Safety and Health at Work
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    • v.1 no.1
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    • pp.87-97
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    • 2010
  • Objectives: This study was conducted to investigate the effect of trust on work stress. Trust can be classified into three dimensions; social trust, institutional trust, and trust in others. The relationship between work stress and trust is regarded as having three components. First, trust has an influence on work stressors as an antecedent variable; secondly, trust modifies the effect of the various stressors, and finally, trust is one of the stressors. Methods: Data for this study was collected by interviews and self-administered structured questionnaires from 376 Korean and 77 Japanese workers in small businesses. Subjects were selected by two stage stratified random sampling from the working population of manufacturing industries. Results: Three different positions of trust are significantly related with the stress causation web. Social trust, institutional trust and trust in others significantly influence different work stressors in both Korean and Japanese workers. Three different kinds of trust influence work stressors among Korean workers, but institutional trust has no impact on work stressors among Japanese workers. As a moderating variable for perceived stress, distrust in an employer is statistically significant in both groups. However, stress symptom prevalence among Korean workers is modified by caution, trust in career development, and distrust in co-workers, but that of Japanese workers is modified only by distrust in employer. Job satisfaction of Korean workers is affected by general trust, utility of relation, institutional trust and trust in employer, but among Japanese workers, caution, reputation and trust in employer have influence on job satisfaction. Conclusion: The effect of trust on work stress, perceived stress, stress reaction and job satisfaction are different among Korean workers and Japanese workers. Three dimensions of trust have three different positions as antecedent, moderating and mediating factors in stress causation.

Dynamic Trust Model Based on Extended Subjective Logic

  • Junfeng, Tian;Jiayao, Zhang;Peipei, Zhang;Xiaoxue, Ma
    • KSII Transactions on Internet and Information Systems (TIIS)
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    • v.12 no.8
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    • pp.3926-3945
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    • 2018
  • In Jøsang's trust model, trust evaluation is obtained through operators, but there are problems with the mutuality and asymmetry of trust and the impact of event weight on trust evaluation. Trust evaluation is updated dynamically and continuously with time and the process of interactions, but it has not been reflected in Jøsang's model. Therefore, final trust evaluation is not accurate, and malicious fraud cannot be prevented effectively. This causes the success rate of interaction to be low. To solve these problems, a new dynamic trust model is proposed based on extended subjective logic (DTM-ESL). In DTM-ESL, the event weight and the mutuality of trust are fully considered, the original one-way trust relationship is extended to a two-way trust relationship, discounting and consensus operators are improved, and trust renewal is designed based on event weight. The viability and effectiveness of this new model are verified by simulation experiments.

A Study on the Trust Building of Trusted Third Parties in e-Trade (제3자 신뢰기관의 전자무역 신뢰구축에 관한 연구)

  • Cho, Won-Gil;Shin, Seung-Man
    • International Commerce and Information Review
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    • v.6 no.3
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    • pp.159-180
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    • 2004
  • This paper focus on building online trust in electronic commerce between partner that have never traded with each other before, the so-called first trade situation. For this, this paper proposes the model to build trust for conduction first trade transaction in e-trade(so-ca1led Trust Matrix Model : TMM). The TMM is based on the idea that for business to business electronic trade a balance has to be found between anonymous procedural trust, i.e. procedural solutions for trust building, and personal trust based on positive past experiences within for first trade situation, because of the lack of experience in these situations. The procedural trust solutions are related in the notion of institution-based trust, because the trust in the procedural solutions depends on the trust one has in the institutions that issued or enforces the procedure. The TMM can be used as a tool to analyze and develope trust-building services to help organizations conduct first -trade electronic trade.

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Relationships between Superior Trust and Organizational Citizenship Behavior: The Mediating Role of Organizational Trust in Small-Medium Sized Manufacturing Enterprises (중소제조기업근로자의 상사에 대한 신뢰와 조직시민행동관계에서 조직신뢰의 매개적 역할에 관한 연구)

  • Yoon, Doo Yeol;Lee, Sang Hoon;Oh, Ju Yeon
    • Journal of the Korea Safety Management and Science
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    • v.15 no.4
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    • pp.331-344
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    • 2013
  • This research examines the causal relationships between supervisor trust and organizational citizenship behavior(OCB) and the mediating role of organizational trust on OCB. Using the sample of 282 small and medium sized enterprises' employees, this study analyzes three alternative hypotheses centered around supervisor trust, organizational trust, and OCB. The results show that supervisor trust has a strong positive effect on OCB. Second, organizational trust is positively related to OCB. Third, this research proves that partial mediating effects of organizational trust exist between supervisor trust(relational trust) and OCB(civic virtue, sportsmanship). Finally, this research proves that a full mediating effect of organizational trust exists between supervisor trust(calculative trust) and OCB(sportsmanship). This study recommends supervisor trust, organizational trust be valued in order to increase OCB vital for organizational effectiveness or productivity in small-medium sized manufacturing enterprises.

A Study on the Impact of Perceived Risk Factors on Cognitive Trust and Quality Trust in Mobile Payment Systems

  • Choi, Hun;Choi, Yoo Jung
    • International Journal of Contents
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    • v.14 no.4
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    • pp.18-23
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    • 2018
  • Recently, the developments in IT technology and the spread of smart phones have made Fin-Tech, which is a combination of financial services and IT technology, a big issue. In accordance with the growth trend of mobile payments in the world, all financial transactions in Korea are gradually shifting to smart phones. In fact, mobile payment system services are not widely used by users. In particular, the risk factors involved when users want to use the service are one of the factors that hinder the expansion of the usage of mobile financial payment service. The risk factors affect the trust of the mobile payment system users. Therefore, this study investigates the risk factors of the mobile payment system and the manner in which it affects a user's trust. We have also examined as how user's trust affects trust in the quality of the mobile payment system. To this end, the trust in overall quality of use was largely divided into trust in system quality, trust in information quality, and trust in service quality. Perceived finance risk, perceived performance risk, and perceived privacy risk have negative effects on cognitive trust. However, perceived time risk did not affect cognitive trust. User's cognitive trust also has an effect on trust in quality.

The Role of Cue-based Trust for Trust Building in e-Commerce (전자상거래에서의 신뢰 형성을 위한 단서적 신뢰의 역할)

  • Choi, Jae-Won;Sohn, Chang-Soo;Lee, Hong-Joo
    • The Journal of Society for e-Business Studies
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    • v.14 no.2
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    • pp.1-22
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    • 2009
  • As Internet shopping is getting popular, "trust" has become an important factor for customers to select websites and have repurchase intention. "Trust" has been developed from uni-dimensional concept to multi-dimensional concept in e-Commerce area. From the multi-dimensional viewpoint, this study is to investigate the processes to build trust for online stores. For this purpose, this study classifies the concept of trust into cue-based trust and experience-based trust, and then investigates their relationship in online stores. This study also identifies factors that explain cue-based trust and experience-based trust. The result from questionnaire survey distinguished cue-based trust from experience-based trust and both trust concepts are correlated each other. Second, cue-based trust is explained by perceived size, perceived reputation, and return policy, while experience-based trust is done by navigation, information usefulness and interactivity.

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Fashion Consumer Segmentation based on Interpersonal Trust Online

  • Ahn, Soo-kyoung
    • Journal of Fashion Business
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    • v.22 no.3
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    • pp.39-56
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    • 2018
  • Since trusting in other consumers may refer to having similar needs and preferences on fashion goods with them, interpersonal trust can be a reliable and practical criterion for market segmentation online. Therefore, this study aims to identify fashion online consumers based on interpersonal trust. This study segments fashion consumers based on interpersonal trust and experience and describes characteristics of each segment by examining demo-psychographic and behavioral variables as well as clothing consumption values. An online survey was conducted to collect data from 426 adult consumers who had bought fashion goods from their patronized e-tailer in the past one month. They completed a self-administered questionnaire inquiring about interpersonal trust, trust in e-tailers, purchase intentions, clothing consumption values, and their purchasing behavior online. Two-step cluster analysis generated four segments: distrustful doers, trusting doers, inactive trusters, and distrusters. They exhibited different characteristics in gender, online experiences, interpersonal trust, clothing consumption values, trust in the e-tailers, and attitude toward the e-tailers. Providing a new effective segmentation base, this study suggests that fashion marketers identify customers with a high level of trust in other customers and develop an encouraging environment that customers can interact with others in order to increase the effectiveness of trust. Because customers with a higher level of interpersonal trust are likely to have stronger trust in e-tailers with, more favorable attitude and purchase intention, and highly perceive the value of clothing consumption than those who have a lower level of interpersonal trust.