• Journal of the Korea Society of Computer and Information
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• v.21 no.5
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• pp.149-160
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• 2016

The purpose of this paper is to examine the relationship between the social interactions on the social network and the purchase intention. And the trust propensity of a trustor, the ability of a trustee, and the sincerity of a trustee are selected as the antecedents of social interactions. This paper also examines the effect of type of product as a moderating variable. The result of this paper reveals that social interactions(in terms of closeness, familiarity, and interpersonal trust) have a positive(+) effect on the purchase intention. The more social interactions, the more trustors have intentions to purchase the recommended products by trustees. In addition, the study reveals that the trust propensity of a trustor and the ability of a trustee directly and indirectly influenced on the intention to purchase the recommended product. The findings also suggest that the trust propensity of a trustor and the ability of a trustee have an effect on the closeness, familiarity, and interpersonal trust resulting from social interactions.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.413-426
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• 2021

This paper's purpose is to analyze the effect of Chinese consumer propensity to Korean cosmetics purchase through empirical analysis. The result, first, the sub-factors of Chinese consumers' consumption propensity, fashion-seeking propensity, brand-seeking propensity, price-seeking propensity, and quality-seeking propensity, were all deduced to have a positive effect on Chinese consumers' trust in Korean cosmetics. It was found that price pursuit orientation did not significantly affect purchase intention, while other factors had a significant positive effect. Second, Chinese consumers' trust in Korean cosmetics has a significant effect on purchase intention. Third, trust had a complete mediating effect between fashion-seeking orientation and purchase intention, and a partial mediating effect between brand-pursuing orientation, quality-seeking orientation, and purchase intention, whereas a mediating effect was not found between price-seeking orientation and purchase intention. Fourth, Korea's national image has no moderating effect on the relationship between trust and purchase intention.

• Korean Business Review
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• v.13
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• pp.31-47
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• 2000

Trust has been viewed from many perspectives according to their domains. This article reviewed some of many formerly suggested studies and models. And antecedents of trust, such as trustworthiness(ability, benevolence, integrity) and individual trust propensity as well as their interactions, were respectively and empirically tested in the context of Korean workplaces. Through the factor analysis of field survey(N=243), proposed conceptual independence in trustworthiness was only partially supported. Of the relationships between antecedents and trust, all components of trustworthiness were significantly sustained. While effects of individual trust propensity and its interactions with trustworthiness on trust were not found.

• Journal of Information Technology Applications and Management
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• v.19 no.2
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• pp.197-215
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• 2012

SNS has been recognized as a means of expanding social capital by promoting interaction and efficient communication among users. On the other hand, there are serious concerns on negative side of social network which is often called epidemics. Trust plays a critical role in controlling the spread of distorted information and vicious rumor as well as reducing uncertainties and risk from unreliable users in social network. This study focuses on what the antecedents of interpersonal trust are in social network. We performed online survey from 252 Twitter users and tested candidate antecedents which are chosen from previous literature. As a result, propensity to trust of trustor, ability and sincerity of trustee, intimacy between trustor and trustee significantly affected to the interpersonal trust in Twitter.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.561-573
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• 2021

Knowing how to build and maintain consumer trust is crucial for e-commerce. Despite the number of empirical studies that have explored the factors that influence consumer trust, none of them considers the relative importance of different antecedents and how they interact to influence consumer trust. Therefore, based on the integrated Decision Making Trial and Evaluation Laboratory (DEMATEL) and Interpretive Structural Modeling (ISM) approaches, we establish a hierarchical structural model, which not only demonstrates the intensity of the relationships but also identifies the interdependence among the drivers of consumer trust in E-commerce. The findings confirm that propensity to trust is the most important determinant of consumer trust. The brand-related factors and platform-related factors are prominent in the process of building trust as they influence consumer trust indirectly through propensity to trust. Geographic location, demographic variables, and high security are identified as the root causes that affect consumer trust through other trust antecedents. Furthermore, the findings of this study offer valuable insights into an important element of e-commerce and provide a useful platform for future research. More represented samples and factors are encouraged for further research to ensure research fairness and minimize consumer distrust and uncertainty.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.4
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• pp.622-633
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• 2009

I need to study variations which affect Chinese internet shopping-mall vendor and Chinese buyer's long term relationship and utilize that insight on marketing strategy. For that, I studied effect of shopping propensity, internet shipping-mall quality on satisfaction, trust, commitment and purchase intention of fashion products, mainly fashion goods consumers in their 20s-30s at Shanghai and Beijing. 453 respondents' survey was used for this study by random sample selection and analyzed through frequency analysis, factor analysis, regression analysis, cross-tab, ANOVA test with SPSS12.0. Through this study, I found out that Chinese fashion goods consumer can be categorized as information seeker, variety seeker and innovation seeker. Among them, innovation seeker was most sensitive on shopping mall's quality, satisfaction, trust, commitment and purchase intention and Chinese consumer's evaluation on internet shopping-mall' perceived quality affect satisfaction, absorption, trust and fashion goods purchase intention. Based on that, I need to understand more about target consumer before enter the market, because there is difference of shopping-mall quality, satisfaction, trust, absorption and purchase intention according to shopper's propensity and demographic factors.

• Proceedings of the Korea Society of Information Technology Applications Conference
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• 2006.06a
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• pp.437-462
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• 2006

The objective of this study is to investigate what factors influence a major role in building trust on Internet shopping mall and to examine whether these factors on trust have differences between Korean and Chinese users. Based on relevant literature review, this study posits six factors of transaction security, perceived reputation, Perceived size, interactivity, propensity of trust, and familiarity as key determinants of trust in internet shopping mall. Analysis of 470 responses(Korean: 320 users, Chinese: 150 users) of survey questionnaire indicates the following; First, in terms of the relationship between influencing factors and the trust, five factors of transaction security, perceived reputation, perceived size, interactivity, and propensity to trust have a significant positive effects on the trust. Second, the differences between Korean and Chinese users are transaction security, perceived size, and familiarity. In conclusions, we suggested the factors to create user trust in internet shopping mall. Also we suggested differences in the determinant factors between Korean and Chinese users, and discussed some policies to build the trust in each user types.

• Journal of Digital Convergence
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• v.17 no.5
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• pp.157-165
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• 2019

The objective of this study is to identify the relationship between tourists' intention upon UTAUT and purchase intention on tourism omnichannel considering moderating effect of trust and purchase propensity. As the results, 1) there are partially significant and positive relationship between tourists' intention and purchase intention. There are partially significant and positive moderating effect of 2) trust and 3) purchase propensity upon the relationship between tourists' intention and purchase intention on tourism omnichannel. In order to increase the purchase intention of diversified customers, it is necessary to secure the reliability of OmniChannel which integrates the on-off line, for the future, more in-depth study of purchase propensity of tourism omnichannel should be needed.

• Information Systems Review
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• v.12 no.3
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• pp.49-73
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• 2010

The lack of customer satisfaction and trust remains a key barrier to electronic commerce. From the standpoint of online merchants, it is critical to build consumer trust by lessening sources of apprehensions and uneasiness associated with online transactions. This paper explores the relationships between customer satisfaction and intermediary's trustworthiness factors in B2C e-marketplaces. It also aims at examining the effects of consumer characteristics, including propensity to trust and Internet shopping self-efficacy, upon trust and purchase intentions. To meet the research objectives, an empirical study has been conducted by surveying 223 active e-marketplace buyers in Korea. The findings of the present research indicate that customer satisfaction positively affects all the three attributes of trustworthiness (i.e., competence, benevolence, and integrity), and more specifically it has a quite strong association with benevolence. In addition, propensity to trust has no significant influence on trust or purchasing intentions, and only affects benevolence and integrity with no direct effect on competence. Finally, Internet shopping self-efficacy was found to affect both trust and purchasing intentions, suggesting that e-marketplaces seek an online strategy designed to strengthen loyalty for customers with high self-efficacy, while they use a strategy to improve the usability and usefulness of their website to attract customers with low self-efficacy. The paper concludes with implications and directions for future research.

• Journal of Information Technology Applications and Management
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• v.11 no.2
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• pp.101-124
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• 2004

The exponential growth of the Internet has been the advent of buying and selling products and services over the Internet. In Korea, electronic commerce including Internet commerce reached a ￦6,534 billion industry in the year 2002. This paper presents the importance of understanding and managing consumer trust to sellers succeed in Internet commerce. We tested a trust model that includes seller's trustworthiness-based factors and consumer's personality-based factors. We found that seller's trustworthiness-based factors lead to greater consumer trust in Internet shopping through the consumer's perceptions about integrity, benevolence, reputation, and size, but consumer's personality-based factors containing five traits, extraversion, agreeableness, conscientiousness, openness, and trust propensity, have not a significant effect on consumer trust. We also confirmed a positive relationship between consumer trust in Internet shopping and consumer intention to buy.