Earticle

본 연구는 무인자동차 시스템이 상용화에 가까워짐에 따라 소비자들이 느끼게 되는 다양한 요인들 중에서 자율주행 에 대한 기술수용정도를 파악하기 위해 기술수용모델(TAM)을 활용하여 사후행동에 미치는 영향을 파악하고자 하였다. 기 존 기술수용모델이 제시한 지각된 사용 이용성의 매개효과와 더불어 본 연구에서는 지각된 신뢰(perceived trust)를 제안하 여 사후행동에 대한 매개효과를 가설로 제시하였다. 분석방법은 구조방정식을 활용한 경로분석을 활용하였으며, 분석에 사 용된 표본은 160명의 응답 중 149개의 유효한 자료를 이용하였다. 매개효과에 대한 가설검증으로 총효과, 직접효과, 간접효 과를 확인하였으며, 비모수 bootstrapping 분석을 추가적으로 실시해 가설검증을 실시하였다. 모든 가설은 유의미하였으며 부분적인 간접효과가 있는 것으로 확인되어 매개효과가 있다는 것을 발견하였다.

The purpose of this study is to investigate the effect of technology acceptance model (TAM) on behavioral intention in order to grasp the degree of technology acceptance on autonomous driving among the various factors that consumers perceive as unmanned vehicle system becomes commercialized. In addition to the mediating effect of perceived usefulness proposed by the existing TAM, this study proposed the perceived trust (PT) and hypothesized its mediating effect on behavioral intention to use the self-driving. Path anlaysis is adopted to investigate our hypothesis using the structural equation model. The sample used for the analysis was 149 valid data among 160 responses. The effects of total effect, direct effect, and indirect effect were confirmed by hypothesis test on mediating effect. Non-parametric bootstrapping analysis was also performed to confirm the robustness. All the hypotheses were significant and we found a partial indirect effect, which implies that mediation effect of PT on behavioral intention.

본 연구는 디지털배지가 교육 및 고용 시장에서 확산되는 흐름 속에서, 대학생의 디지털배지 사용 의향(BI)과 실제 사용(AU)에 영향을 미치는 요인을 기술수용모형(TAM)에 기반하여 실증 분석하는 데 목적이 있다. 연구모형은 TAM의 핵심 변수인 지각된 유용성(PU), 지각된 용이성(PEOU), 사용 의향(BI), 실제 사용(AU)과 함께 외생변인으로 지각된 신뢰성(PT)과 투명성 인식(TP)을 포함하였다. 수도권 K대학교에서 블록체인 기반 디지털배지를 발급받은 학생 153명의 응답 자료를 바탕으로 구조방정식모형을 분석하였다. 가설 검증 결과, 디지털배지의 실제 사용(AU)을 이끌어 내는데 가장 결정적인 요인은 학습자의 자발적인 사용 의향(BI)이었으며, 지각된 신뢰성(PT)이 지각된 유용성(PU)에 영향을 주고, 이어 사용 의향(BI)에 영향을 미치는 구조적 경로가 확인되었다. 반면, 지각된 용이성(PEOU)은 사용 의향(BI)에 유의미한 영향을 미치지 않았고, 투명성 인식(TP)은 지각된 신뢰성(PT)과 높은 상관관계를 보이며 지각된 용이성(PEOU)에만 유의미한 영향을 미치는 것으로 나타났다. 종합하면, 디지털배지의 실제 사용을 확대하기 위해서는 학습자 관점에서 기술의 신뢰성과 유용성 인식 제고가 우선되어야 함을 시사한다.

This study empirically analyzes the factors influencing university students' behavioral intention to use (BI) and actual use (AU) of digital badges based on the Technology Acceptance Model (TAM). The research model includes core TAM constructs—perceived usefulness (PU), perceived ease of use (PEOU), BI, and AU—along with perceived trust (PT) and transparency perception (TP). Structural equation modeling was applied to survey data from 153 students with blockchain-based digital badges at K University. Results revealed that learners' voluntary BI was the most decisive factor leading to AU. A significant structural path was identified from PT to PU, which subsequently influenced BI. In contrast, PEOU had no significant effect on BI, and TP significantly affected only PEOU while showing a high correlation with PT. These findings suggest that securing technological trust and enhancing the perception of usefulness should be prioritized to promote the actual use of digital badges.

Home theft and burglary are prevalent in Dhaka city. Internet of things (IoT), in contrast, is commonly recognized as among the most advanced home security systems. However, the factors that attract young people to use IoT for household security have yet to be examined. Consequently, the purpose of this article is to validate the attitude-social influence-self-efficacy (ASE) model with personal innovativeness and perceived trust. We collected data from Dhaka citizens aged 15 to 24 using a purposive sample technique and 370 valid responses were chosen for the study. According to the analysis, all of our proposed hypotheses were found significant with a 73.6% variance. Furthermore, the effects of attitude and social influence were shown to be the highest and lowest, respectively, and trust and innovativeness were both nearly strong main predictors of ASE. Significantly, since this is one of the few studies in the technology adoption domain using this model, a solid foundation for IoT adoption for security purposes is established.

최근 중국의 산업에서 “인터넷+”와 전통산업의 융합으로 인터넷 보험이 발전되었 고, 이는 중국 국민 경제에 지대한 영향을 주고 있다. 본 연구는 기술 수용 모형(TAM) 을 기반으로 한 인터넷 보험 이용자의 이용요인을 분석함으로써 중국 인터넷 보험사들 의 경쟁력 증진 전략을 수립하는데 도움이 되는 기초자료를 제공할 것이다. 중국 보험 이용자의 지각된 인지와 신뢰성 인지라는 두 가지 변수를 도입하여 보험 이용자의 이 용요인을 분석하였다. 본 연구의 목적을 달성하기 위해서 AMOS 23.0 구조방정식 소프 트웨어를 이용하여 실증분석을 실시하여, 연구가설과 연구모형의 적합성을 검증하였 다. 분석결과, 지각된 인지와 신뢰성의 인지는 인지 유용성과 인지 사용성에 영향을 미치는 것으로 분석되었다. 또한 인지 사용성과 인지유용성은 중국 인터넷 보험 가입 자의 이용의도에도 영향을 미치는 것으로 분석되었다. 본 연구는 중국 인터넷 보험가 입자들에게 일률적인 서비스를 제공하기 보다는 인터넷 보험가입자들의 특성에 적합 한 차별적인 서비스 전략의 필요성을 명확하게 함으로서 보험 가입자의 이용 만족도를 증진시킬 있음을 제안할 수 있다.

Recently, in the Chinese industry, the continuous integration of “internet +” and traditional industries has led to the rapid development of internet insurance, which has exerted a far-reaching impact on China’s national economy. In this study, based on the technology acceptance model (TAM), through the analysis of the use factors of internet policy holders, provides useful basic information for the establishment of the competitiveness enhancement strategy of China’s internet insurance companies. This study introduces the risk perception and trust perception of Chinese internet insurance policy holders and analyzes the influencing factors of their use intention. For the purpose of this study, AMOS 23.0 structural equation software was used for empirical analysis. and it verifies the rationality of the research hypothesis and research model. The results show that perceived risk and perceived trust affect perceived usefulness and perceived ease of use. Moreover, perceived ease of use and perceived usefulness also have a certain impact on the use intention of chinese internet policy holders. This study suggests that, instead of providing consistent services for internet policy holders in China, it is better to make clear the necessity of differentiated service strategies suitable for the characteristics of internet policy-holders, so as to enhance the use satisfaction of internet policy-holders.

近来，在中国产业中通过“互联网+” 与传统产业的融合使互联网保险得到了迅速地发 展，这对中国国民经济产生了深远影响。本研究以技术接受模型(TAM)为基础，通过对 互联网投保人的使用因素进行分析，为建立中国互联网保险公司的竞争力增进战略而提 供有益的基础资料。本研究导入中国互联网保险投保人的风险感知和信任感知两大变 量，对投保人的使用因素进行了分析。为达到本研究的目的，利用 AMOS 23.0结构方程 式软件进行了实证分析，验证了研究假设和研究模型的合理性。其分析结果显示，感知 风险和感知信任对感知有用性的和感知易用性产生了影响。并且感知易用和感知有用性 对中国互联网投保人的使用意图也有一定的影响。本研究建议，与其为中国互联网投保 人提供一致的服务，不如明确制定适合互联网投保人特点的差别化服务战略的必要性， 以增进投保人的使用满意度。

What are the important service quality factors in O2O (Online-to-Offline) commerce? How the O2O service quality factors affect customers’ behaviors through customer perceptions such as perceived risks and perceived trust? Do the different O2O types have a moderation effect in the relationship between perceived risk/trust and customer participation? To answer these questions, the current paper 1) develops a theoretical framework describing the effect of O2O service quality (i.e., tangible and intangible service quality) on customer perception and behavior, 2) verifies the proposed model using a Structural Equation Modeling technique on survey data of consumer purchasing behavior in O2O commerce, and 3) considers the implications of the model.

In information systems, “trust” and “risk” have been explored by a few trust-related research studies before, but as two separate issues. The way in which these studies have been designed, however, does not help clarify the relationship between trust and risk since they are studied as unconnected determinants of trusting behavior in electronic commerce. As such, this research attempts to examine and specify the relationships among the core constructs surrounding the issue of trust such as risk and trusting behavior. The context of Internet banking adoption is used to develop a conceptual model that incorporates the direct effects of trust and perceived risk on trusting behavior as well as the mediation of the relationship between trust and trusting behavior by perceived risk.The findings show that perceived risk mediates the relationship between trust and trusting behavior. Specifically, trust in the Internet as a banking medium significantly influences the adoption of Internet banking both directly and indirectly through perceived risk of Internet banking. Trust that the bank will not take advant-age of consumers significantly influences the trusting behavior through perceived risk of Internet banking. This study, thus, extends research on trust in e-commerce by simultaneously examining the influence of trust and perceived risk on e-commerce adoption.

Since the Internet has been widespread all over the world, it has been getting more popular. Almost every bank that runs offline business has its own Web site to provide online banking service. In this study, we developed a research model based on the Technology Acceptance Model (TAM). We added the concepts of trust and cost to evaluate our model because trust is a major concept in adopting online service, and cost is one of the main strategies to attract customers to use online banking service. To see the validation of the model, we used partial least squares (PLS). A survey was done to gather data. The result was drawn from the model test, and we discuss it and conclude the study.

본 연구는 학교 조직을 대상으로 조직비전인식과 상사에 대한 신뢰가 조직유효성에 미치는 영향을 종합적으로 검증하는데 목적을 둔다. 조 직유효성이나 직무만족과 같은 조직유효성에 대한 선행연구는 주로 영리 조직에 집중되었으나, 학교와 같이 사회적 영향력이 큰 비영리 조직의 조직목표달성에 관한 메커니즘을 파악하는 것 역시 중요하다. 특히 최근 한국에서는 교권 약화와 교실 내 무질서 문제가 사회적 이슈로 부각됨 에 따라 교육현장에서의 조직유효성에 대한 관심이 절실히 필요한 상황이다. 본 연구는 설문조사와 구조방정식모형을 활용하여, 조직 비전 인 식과 상사 신뢰가 교사의 긍정심리자본, 조직시민행동, 그리고 직무만족에 미치는 영향을 분석하였다. 실증분석 결과에 따르면, 상사 신뢰는 긍 정심리자본과 직무만족에 직접적으로 긍정적인 영향을 미치며, 긍정심리자본은 조직시민행동과 직무만족을 모두 촉진하는 것으로 나타났다. 반면 조직 비전 인식은 직접적으로 조직유효성에 영향을 미치지는 못하나, 긍정심리자본을 토대로 조직시민행동 및 직무만족에 간접적인 영향 을 미치는 것으로 볼 수 잇다. 본 연구는 중고등학교 교사의 조직비전에 대한 인식과 상사에 대한 신뢰가 교사의 심리적 자원의 증진과 학교조직 의 유효성 향상에 중요한 역할을 함을 시사하며, 조직유효성에 관한 경영학 및 교육심리학 분야의 연구에 통찰을 제공할 뿐 아니라, 실무적으로 도 시사점을 제공할 것으로 기대된다.

This study aims to comprehensively examine the effects of perceived organizational vision and trust in supervisors on organizational effectiveness within schools. While prior research on organizational effectiveness and job satisfaction has primarily focused on for-profit organizations, it is equally important to understand the mechanisms underlying goal attainment in nonprofit organizations with significant social impact, such as schools. In particular, recent social concerns in South Korea regarding the decline of teacher authority and classroom disorder highlight an urgent need to focus on organizational effectiveness in educational settings. Using survey data and structural equation modeling, this study analyzed how perceived organizational vision and trust in supervisors influence teachers’ psychological capital, organizational citizenship behavior, and job satisfaction. The empirical findings indicate that trust in supervisors has a direct and positive effect on psychological capital and job satisfaction, while psychological capital positively promotes both organizational citizenship behavior and job satisfaction. Conversely, perceived organizational vision does not have a direct effect on organizational effectiveness but exerts an indirect influence on organizational citizenship behavior and job satisfaction through psychological capital. This study suggests that teachers’ perceptions of organizational vision and trust in supervisors play a critical role in enhancing teachers’ psychological resources and improving school organizational effectiveness.

It is commonly believed that better security improves trust, and that the perception of better security and trust will, in principle, ultimately increase the use of electronic commerce. In fact, customers’ perceptions of the security of electronic payment systems have become a major factor in the market breakthrough of electronic commerce. In this paper, we examine issues related to security in the context of electronic payment systems, from the viewpoint of customers. This study proposes a conceptual model that delineates the determinants of consumer-perceived security and consumers’ trust in security aspects as well as the effects of perceived security and trust on electronicpayment use. To test the model, structural equation modeling is employed to analyze data that has been collected from 219 respondents in Korea. Our findings are intended to guide service providers in dealing with the security aspects of electronic payment systems. The research can also provide a theoretical foundation for academics.

목적: 본 연구는 바이오 화장품에 대해 인식된 소비 가치 요인들을 살펴보고 바이오 화장품에 대한 소비가치가 신뢰와 재구매 의도 에 어떠한 영향을 미치는지를 실증분석을 통해 살펴보는데 그 목적이 있다. 방법: 서울 수도권에 거주하는 20대 이상의 성인들을 표본 집단으로 하여 2022년 3월 1째 주부터 2째 주까지 2주 동안 실시하였으며, 불성실한 응답을 제외하고 유효한 자료인 236명만 최종 분석에 활용하였다. 자료의 통계 처리는 SPSS 27.0과 SPSS Macro 3.4를 사용하여 측정도구의 타당도와 신뢰도, 상관관계, 가설검증을 위한 다중회귀분석 및 부트스트래핑을 실시하였다. 결과: 첫째, 바이오 화장품 소비가치 중에서 기능적 가치, 사회적 가 치, 감성적 가치는 신뢰에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 바이오 화장품에 대한 신뢰는 재구매 의도에 유 의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 바이오 화장품 소비가치 요인인 기능적 가치, 사회적 가치, 감성적 가치는 재 구매 의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 바이오 화장품 소비가치와 재구매 의도의 관계에서 신뢰의 매 개효과가 확인되었다. 결론: 이러한 연구결과는 바이오 화장품에 대한 소비가치와 재구매 의도 간의 영향관계를 실증적으로 살펴보 고 신뢰의 매개 효과를 규명해 보았다는데 의미가 있을 것이며, 포스트 코로나 시대를 준비하는 바이오 화장품 산업에 주는 시사점 이 클 것이다.

Purpose: The purpose of this study is to examine the factors of perceived consumption value of bio cosmetics and to examine how the consumption value of bio cosmetics affects trust and repurchase intention through empirical analysis. Methods: Adults in their 20s or older living in the Seoul metropolitan area were set as a sample group, and a survey was conducted for 2 weeks from the 1st week to the 2nd week of March 2022. Excluding insincere responses, only 236 valid data were used for the final analysis. The statistical analysis of the data was conducted using SPSS 27.0 and SPSS Macro 3.4. This involved assessing the validity and reliability of the measurement tools, examining correlations, and performing multiple regression analysis and bootstrapping for hypothesis testing. Results: First, among the consumption values of bio cosmetics, functional value, social value, and emotional value were found to have a significant positive (+) effect on trust. Second, trust in bio cosmetics was found to have a significant positive (+) effect on repurchase intention. Third, it was found that functional value, social value, and emotional value, which are factors of consumption value of bio cosmetics, had a significant positive (+) effect on repurchase intention. Fourth, the mediating effect of trust was confirmed in the relationship between the consumption value of bio cosmetics and the intention to repurchase. Conclusion: The results of this study will be meaningful in that it empirically examines the influence relationship between consumption value and repurchase intention for bio cosmetics and examines the mediating effect of trust. It will have great implications for the bio-cosmetics industry preparing for the post-corona era.

目的: 本研究的目的是考察生物化妆品感知消费价值的影响因素，并通过实证分析探讨生物化妆品的消费价值如 何影响信任和重复购买意愿。方法: 以居住在首尔都市圈的20多岁以上成年人为样本组，从2022年3月第1周到 第2周进行为期2周的调查。排除不诚实的回答，仅得到236份有效数据。用于最终分析。使用SPSS 27.0和SPSS Macro 3.4对数据进行统计分析。这涉及评估测量工具的有效性和可靠性、检查相关性以及执行多元回归分析和 引导假设检验。结果: 首先，在生物化妆品的消费价值观中，功能性价值、社会性价值和情感性价值被发现对信 任有显着的正向（+）影响。其次，对生物化妆品的信任对再购买意愿有显着的正向（+）影响。第三，发现生 物化妆品消费价值因素中的功能价值、社会价值和情感价值对再购买意愿具有显着的正向（+）影响。第四，信 任在生物化妆品消费价值与再购买意愿之间的中介作用得到证实。结论: 本研究结果实证检验了生物化妆品消费 价值与再购买意愿之间的影响关系，检验了信任的中介作用，具有一定的意义。这对于为后新冠时代做准备的 生物化妆品行业具有重大意义。

Internet-based commerce has undergone an explosive growth over the past decade as consumers today find it more economical as well as more convenient to shop online. Nevertheless, the shift in the common mode of shopping from offline to online commerce has caused consumers to have worries over such issues as private information leakage, online fraud, discrepancy in product quality and grade, unsuccessful delivery, and so forth. Numerous studies have been undertaken to examine the role of perceived risk as a chief barrier to online purchases and to understand the theoretical relationships among perceived risk, trust and purchase intentions. However, most studies focus on empirically investigating the effects of trust on perceived risk, with little attention devoted to the effects of perceived risk on trust. While the influence trust has on perceived risk is worth studying, the influence in the opposite direction is equally important, enabling insights into the potential of perceived risk as a prohibitor of trust. According to Pavlou (2003), the primary source of the perceived risk is either the technological uncertainty of the Internet environment or the behavioral uncertainty of the transaction partner. Due to such types of uncertainty, an increase in the worries over the perceived risk may negatively affect trust. For example, if a consumer who sends sensitive transaction data over Internet is concerned that his or her private information may leak out because of the lack of security, trust may decrease (Olivero and Lunt, 2004). By the same token, if the consumer feels that the online merchant has the potential to profit by behaving in an opportunistic manner taking advantage of the remote, impersonal nature of online commerce, then it is unlikely that the merchant will be trusted. That is, the more the probable danger is likely to occur, the less trust and the greater need to control the transaction (Olivero and Lunt, 2004). In summary, a review of the related studies indicates that while some researchers looked at the influence of overall perceived risk on trust level, not much attention has been given to the effects of different types of perceived risk. In this context the present research aims at addressing the need to study how trust is affected by different types of perceived risk. We classified perceived risk into six different types based on the literature, and empirically analyzed the impact of each type of perceived risk upon consumer trust in an online merchant and further its impact upon purchase intentions. To meet our research objectives, we developed a conceptual model depicting the nomological structure of the relationships among our research variables, and also formulated a total of seven hypotheses. The model and hypotheses were tested using an empirical analysis based on a questionnaire survey of 206 college students. The reliability was evaluated via Cronbach's alphas, the minimum of which was found to be 0.73, and therefore the questionnaire items are all deemed reliable. In addition, the results of confirmatory factor analysis (CFA) designed to check the validity of the measurement model indicate that the convergent, discriminate, and nomological validities of the model are all acceptable. The structural equation modeling analysis to test the hypotheses yielded the following results. Of the first six hypotheses (H1-1 through H1-6) designed to examine the relationships between each risk type and trust, three hypotheses including H1-1 (performance risk → trust), H1-2 (psychological risk → trust) and H1-5 (online payment risk → trust) were supported with path coefficients of -0.30, -0.27 and -0.16 respectively. Finally, H2 (trust → purchase intentions) was supported with relatively high path coefficients of 0.73. Results of the empirical study offer the following findings and implications. First, it was found that it was performance risk, psychological risk and online payment risk that have a statistically significant influence upon consumer trust in an online merchant. It implies that a consumer may find an online merchant untrustworthy if either the product quality or the product grade does not match his or her expectations. For that reason, online merchants including digital storefronts and e-marketplaces are suggested to pursue a strategy focusing on identifying the target customers and offering products that they feel best meet performance and psychological needs of those customers. Thus, they should do their best to make it widely known that their products are of as good quality and grade as those purchased from offline department stores. In addition, it may be inferred that today's online consumers remain concerned about the security of the online commerce environment due to the repeated occurrences of hacking or private information leakage. Online merchants should take steps to remove potential vulnerabilities and provide online notices to emphasize that their website is secure. Second, consumer's overall trust was found to have a statistically significant influence on purchase intentions. This finding, which is consistent with the results of numerous prior studies, suggests that increased sales will become a reality only with enhanced consumer trust.

The principal objective of the work is to confirm the effects of perceived interactivity, trust, and emotion on intentions to use IPTV service. The empirical investigation into IPTV service users suggests that (i) the perception of interactivity should be directly related with trust, (ii) Users’ trust should bolster users’ emotion in a positive or negative aspect, and (iii) such emotion is verified to affect the intention to use IPTV continuously. More specifically, we demonstrate that positive and negative emotions influence user intentions positively and negatively. Additionally, we find that the trust mediates perceived interactivity and emotions, and both trust and emotion mediate the relationship between perceived interactivity and intentions to use IPTV. The work indicates that trust and emotion of users should be considered from IS perspective in an attempt to build the intention to use IPTV. IPTV firms should consider in their IPTV design and offering strategy how to enhance positive emotions for user retention and eventually bolster intentions to use IPTV continuously.

본 연구는 소비자가 피드백을 남기지 않을 때 게시되는 디폴트 리뷰-자동 생성된 5 성급 평점이 전자상거래에서 지각된 위험, 온라인 신뢰, 구매의도 간의 관련성을 어떻게 중용하는지를 조사 한다. 신뢰-위험 프레임워크에 기초해 정보처리를 이동시키는 상황별 신호(contextual cue) 로 채무불이행 검토 비율을 개념화한다. 디폴트 리뷰 확산이 다양한 모의 제품 페이지를 보는 참가자의 설문 데이터(N = 400)에 대해 MG-SEM을 실행했다. 연구 결과, 지각된 위험은 온라인 신뢰를 유의하게 감소시키고, 이는 다시 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 결정적으로, 채무불이행심사비율은 위험 → 신뢰의 연계를 강화하고 신뢰의 매개역 할을 증폭시킨다. 이러한 연구 결과를 검증하기 위해 우리는 타오바오의 제품 수준 데이터를 분석하고; 회귀분석 결과 디폴트 리뷰 비율이 높을수록 특히 공리적 범주(전자제품, 가전제품) 에서 매출이 감소하는 것을 예측한다. 지각 모델링과 행동 데이터를 통합하여 디지털 신뢰의 이론을 확장하고 신뢰성을 검토하고 플랫폼 설계, 거버넌스 검토, 범주별 신뢰 전략에 대한 시사점을 제공한다.

This study examines how default reviews—auto-generated five-star ratings posted when consumers do not leave feedback—moderate the link between perceived risk, online trust, and purchase intention in e-commerce. Grounded in the trust–risk framework, we conceptualize the default-review ratio as a contextual cue that shifts information processing. We ran MG-SEM on survey data (N = 400) from participants viewing simulated product pages with varying default-review prevalence. Results show that perceived risk significantly reduces online trust, which in turn positively influences purchase intention. Critically, the default-review ratio strengthens the risk → trust linkage and amplifies trust’s mediating role. To validate these findings, we analyze product-level data from Taobao; regressions show higher default-review ratios predict lower sales, especially in utilitarian categories (electronics, home appliances). Integrating perceptual modeling with behavioral data, we extend theories of digital trust and review credibility and offer implications for platform design, review governance, and category-specific trust strategies.

2017년 한국을 비롯한 세계 각국에서 살충제 오염 달걀이 발견되어 큰 이슈가 되었다. 본 연구는 살충제 오염 달걀 사태의 맥락에서 건강 관련 연구에서 자주 인용되는 건강신념모형의 두 가지 변인인 지각한 민감성과 심각성, 정부에 대한 지각인 정부에 대한 신뢰성과 정부 출처 정보에 대한 평가, 및 관련 지식에 대한 개인의 확신을 의미하는 주관적 지식이 예방행동의도에 영향을 미치는지를 알아보았다. 단계적 회귀분석 결과 최종적으로 지각한 심각성(β=.262, t=3.531, p<0.001), 정부에 대한 신뢰성(β=.252, t=3.281, p<0.001), 정부 출처 정보에 대한 평가(β=.226, t=2.936, p<0.01)가 예방적 행동의도를 예측하는 것으로 나타났다. 이러한 결과는 향후 유사한 사태가 발생할 때 정부가 신뢰성, 정확성, 일관성의 견지에서 정책을 시행해야 함을 시사한다.

Found pesticide-contaminated eggs in 2017, the situation became a hot issue in many countries in the world as well as Korea. In the context of the pesticide-contaminated egg, this study explored that preventive behavioral intention would be predicted by perceived susceptibility and severity from health belief model, trust in the government and evaluation of information from the government, and subjective knowledge. We found that preventive behavioral intention was explained by perceived severity (β=.262, t=3.531, p<0.001), trust in the government (β=.252, t=3.281, p<0.001), and evaluation of the information from the government (β=.226, t=2.936, p<0.01) through stepwise multiple linear regression analysis. The findings imply the government would administer policy in terms of credibility, accuracy, and consistency for decreasing the public’s sense of unease and panic when a similar incident occurs.

Some researches insist that, to participate in an e-partnership, a distributor needs a given level of trust to reduce the perceived risk of an e-partnership to his/her own threshold. However, other researches insist that if a distributor has only a given level of trust in his/her suppliers, irrelevant of the perceived risk level, he/she participates in the e-partnership. Thus, from the perspective of a distributor, this study built a trust model in which these two viewpoints were reflected. And then this study examined whether or not perceived risk mediates an influence of trust to e-partnership. The proposed trust model was tested with 265 questionnaires about a distributor-supplier e-partnership in food wholesale markets. The analysis results indicated that perceived risk partially had a mediating effect between trust and e-partnership intention. That is, of the two risk types, only perceived performance risk mediated an influence from competence trust to e-partnership intention. Relational risk did not play a mediating role between goodwill trust and e-partnership intention. This result implies two managerial meanings. First, a distributor intends to engage in e-partnership with his/her supplier, irrelevant of relational risk's level if goodwill trust level surpasses his/her own threshold. Thus, suppliers should concentrate more effort in developing goodwill trust than in reducing relational risk. To develop goodwill trust, they should endeavor to establish mutual interests and individual trust with their distributor, and to utilize institutional trust bases. Second, a distributor requires a certain competence in his/her suppliers to sufficiently reduce performance risk caused by e-partnership. Thus, to develop competence trust in e-partnership, suppliers should improve on any lack of competence and build a good reputation.

이 연구의 목적은 스포츠 팀 선수가 지각하는 팀신뢰와 동료신뢰, 긍정심리자본 및 조직유효성과의 구조적 관계를 규명하는 것이다. 이를 위해 팀신뢰와 동료신뢰를 독립변수로, 긍정심리자본을 매개변수로 선정하고 조직유효성을 종속 변수로 각각 구성 하였다. 조사대상은 국가대표와 상비군 선수 226명이다. 자료처리는 SPSS Ver. 23.0과 AMOS 18.0을 활용하여 빈도분석과 확인적 요인분석, SEM분석을 하였다. 모형의 적합도를 파악하고 가설검증을 실시하여 다음과 같은 결과를 얻었다. 첫째, 팀신뢰와 동료신뢰는 모두 긍정심리자본에 유의한 영향을 미쳤다. 둘째, 긍정심리자본은 조직유효 성에 유의한 영향을 미쳤다. 셋째, 팀신뢰와 동료신뢰는 모두 조직유효성에 유의한 영향을 미쳤다.

The purpose of this study is to investigate the structural relationship between team trust, peer trust, positive psychological capital and organizational effectiveness perceived by sports team athletes. Independent variable was the team trust and co-work trust, mediating variables were positive psychological capital. Finally, dependent variable was organizational effectiveness. The subjects of the study were 226 questionnaires who national athlete and young national athlete. This study used SPSS Ver 23.0 for frequency analysis and AMOS 18.0 for confirmatory factor analysis, structural equation modeling. After confirming the test of goodness of fit of a model, individual hypotheses was verified. The results were as follows: First, Team trust and peer trust had a significant influence on positive psychological capital. Second, Positive psychological capital had a significant influence on organizational effectiveness. Third, Team trust and peer trust had a significant influence on organizational effectiveness.

본 연구의 목적은 챗GPT를 통해 관광 정보를 탐색한 경험이 있는 개인이 지각한 정보의 품질, 지각된 신뢰, 지각된 위험이 지각된 유용성에 미치는 영향력을 검증함 으로써 지각된 유용성의 선행요인으로 개인의 인지적 변인들의 역할을 살펴보는 데 있다. 또한, 지각된 유용성이 지속적 사용의도에 미치는 영향력을 확인해 챗GPT 맥 락에서 개인의 관광 정보탐색 프로세스를 실증적으로 규명하고자 했다. 이를 위해 챗GPT 출시 이후 1회 이상 챗GPT를 통해 관광 정보를 탐색한 적이 있는 총 217명 의 이용자들을 대상으로 설문조사를 실시했다. 연구 결과는 다음과 같다. 첫째, 챗 GPT 관광 정보품질 요인(완전성, 적시성, 적절성) 중 적절성만이 지각된 유용성에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 지각된 신뢰는 지각된 유용성에 정 (+)의 영향을 미치는 것으로 나타났으나, 지각된 위험은 지각된 유용성에 유의한 영 향을 미치지 않는 것으로 드러났다. 셋째, 지각된 유용성은 지속적 사용의도에 정(+) 의 영향을 미치는 것으로 나타났다. 본 연구는 기존 모바일 애플리케이션이나 SNS 를 대상으로 한 콘텐츠 중심의 정보품질 연구를 챗GPT를 통해 탐색한 관광 정보의 품질 연구로 확장했다는 점, 지각된 유용성에 대한 지각된 신뢰의 선행요인으로서 역할을 확인해 챗GPT의 정보품질과 지각된 신뢰가 지각된 유용성을 거쳐 지속적 사용의도로 이어지는 인지적 프로세스를 체계적으로 검증했다는 점에 의의가 있다.

This study investigated the role of individual cognitive variables as antecedents of perceived usefulness by examining the effects of perceived information quality, perceived trust, and perceived risk on perceived usefulness among individuals who have used ChatGPT to seek tourism information. Additionally, the study empirically identified individuals' tourism information acquisition process in the context of ChatGPT by examining the effects of perceived usefulness on their intention to continue using ChatGPT. A total of 217 users who have used ChatGPT to seek tourism information at least once since its launch were surveyed. The results of the study are as follows: First, among the ChatGPT tourism information quality factors (completeness, timeliness, and relevancy), only relevancy had a positive effect on perceived usefulness. Second, perceived trust had a positive effect on perceived usefulness, but perceived risk had no significant effect on perceived usefulness. Third, perceived usefulness has a positive effect on intention to continue using. This study is meaningful because it extends the existing content-oriented information quality research on mobile applications and SNS to the study of tourism information quality explored through ChatGPT. It confirms the role of perceived trust as an antecedent of perceived usefulness and systematically verifies the cognitive process through which ChatGPT information quality and perceived trust lead to continuous use intention mediated by perceived usefulness

[목적] 본 연구는 아마추어 골퍼들이 지각한 지도자의 신뢰가 운동 몰입과 운동지속의도에 어떠한 영향을 미치는지 를 규명하는데 그 목적이 있다. [방법] 본 연구에서는 편의추출방법을 적용하여 최종 330명의 자료를 지도자 신뢰, 운동 몰입 그리고, 운동지속수행을 측정하는 설문지를 바탕으로 빈도분석, 탐색적 요인분석, 상관관계분석 및 다중 회귀분석을 실시하였으며, 모든 분석의 통계적 유의수준은 .05 이하에서 검증하였다. [결과] 첫째, 인지 몰입에는 지 도자 신뢰의 개방성, 친밀성, 성실성/능력 요인이, 행위 몰입에는 개방성 및 친밀성 요인이 정(+)적 영향을 미치는 것 으로 나타났다. 둘째, 지도자 신뢰의 친밀성과 성실성/능력, 일관성 요인은 운동지속수행의 경향성, 가능성, 강화성 요인에 정(+)적 영향을 미치는 것으로 나타났다. 마지막으로 운동지속수행의 모든 하위요인에 운동 몰입의 인지 몰입 만이 정(+)적 영향을 미치는 것으로 나타났다. [결론] 본 연구 결과를 바탕으로 지도자에 대한 신뢰의 중요성을 부각 시키고, 운동몰입과 운동지속수행을 위한 기초적 자료를 제공하였고, 이를 통해 골프 참여 및 저변확대를 기대할 수 있을 것이라 판단한다.

[Purpose] This purpose of this study is to investigate the effect of the leader's trust perceived by amateur golfers on exercise commitment and exercise persistence intention. [Method] In this study, frequency analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis were conducted based on a questionnaire measuring leader trust, exercise commitment, and exercise continuity by applying the convenience sampling method, and the statistical significance level of the mother analysis was .05 or less. [Result] First, it was found that the factors of openness, intimacy, sincerity/ability of leader trust had a positive(+) effect on cognitive commitment, and the factors of openness and intimacy had a positive(+) effect on behavioral commitment. Second, it was found that the intimacy, sincerity/ability, and consistency factors of leader trust had a positive(+) effect on the tendency, possibility, and reinforcement factors of exercise continuity. Finally, it was found that only cognitive commitment of exercise commitment had a positive(+) effect on all sub-factors of exercise continuous performance. [Conclusion] Based on the results of this study, the importance of trust in leaders was emphasized, basic data for exercise commitment and continuous exercise were provided, and through this, golf participation and expansion of the base can be expected.