블로그 정보 특성이 신뢰의 전이와 구매의도에 미치는 영향

오재신(Jaesin Oh),신재익(Jaeik Shin) 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.4

This study performed to investigate the influences of Blog information characteristics on information trust and product trust. In particular, this study tried to analyze the effect of information trust on product trust in order to clarify the effect of trust transfer. Also, we tried to clarify the relationship between information reliability and product trust on purchase intention. The critical purpose of this study is to develop a successful Blog marketing strategy. Preferentially, the Blog information characteristics’ were categorized as three factors; vividness, usefulness, and neutrality. A total of 253 questionnaires were collected from respondents in Korea, some questionnaires were eliminated due to missing data, resulting in a final sample of 225 respondents. The major findings indicate that first, vividness, usability, and neutrality, which are considered as information characteristics, have a significant effect on information trust. However, only neutrality has a significant effect on product trust. And information trust has a significant effect on product trust, thus showing the effect of trust transfer. Finally, it was confirmed that information trust and product trust have a significant effect on consumers’ purchase intention.

The Effects of Brand Personality of Mobile IT Devices on Brand Trust, Brand Attachment, and Purchase Intention

Jaesin Oh(오재신),Ji-Hee Jung(박귀정),Wonjong Kim(김원종) 한국경영학회 2017 한국경영학회 통합학술발표논문집 Vol.2017 No.08

This paper aims to explore the personalities of IT device brands after a review of the previous literatures. We based Aaker’s brand personality dimensions to investigate the impact of brand personality on brand trust and brand attachment. In addition, this study is to explore relationships among brand trust, brand attachment, and purchase intention. The main findings are as follows. First, the six hypotheses concerning the impact of brand personality on brand trust are partly supported. As expected, innovation, attractiveness, and excitement of brand personality are positively related to brand trust. However, competence, sincerity, and sophistication are not significantly influencing the brand trust. Second, the results of the model showed that innovation, attractiveness, and sophistication influenced brand attachment. By contrast, competence, sincerity, and excitement do not have effects on brand attachment. Lastly, the positive linkage between brand trust, brand attachment, and purchase intention in the IT device users is identified.

인터넷 쇼핑몰에서 사이트품질과 구전의 관계

오재신(Jaesin Oh),신재익(Jaeik Shin) 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.6

Today, online purchases of products through Internet shopping malls have experienced an unprecedented growth rate. In the academic literature, site quality has been recognized as a major determinant in driving business online. This study developed and empirically tested a conceptual model of the impact of site quality on satisfaction, trust, purchase intentions, and word of mouth(WOM). The results indicated that shopping convenience, design attractiveness, information usefulness, security, and communication of site quality have direct and positive impacts on consumer satisfaction, and that security has a direct and positive impact on trust but design attractiveness, information usefulness, and communication have indirect and positive impacts. Second, consumer satisfaction is strongly associated with trust. Third, shopping convenience, design attractiveness, information usefulness, communication, and trust have direct and positive impacts on purchase intentions but security and consumer satisfaction have indirect and positive impacts. Fourth, consumer satisfaction, trust, and purchase intentions have direct and positive impacts on WOM. Drawing on the empirical findings, managerial implications and recommendations for future research are offered.

The Antecedents and Consequences of Trust in Virtual Community

오재신(Jaesin Oh),정기한(Kihan Chung),신재익(Jaeik Shin) 한국인터넷전자상거래학회 2011 인터넷전자상거래연구 Vol.11 No.4

The main goal of this study is to provide an integrative understanding of virtual community from the relationship among shared value, provider reputation, community trust, and user satisfaction and to identify the moderating effects of community visiting frequency. The findings indicate that first, shared value and provider reputation affect positively community trust. Second, shared value, provider reputation, and community trust affect positively user satisfaction. Third, community visiting frequency enhances the relationships between shared value and community trust, and provider reputation and community trust, respectively. The obtained results suggest that community trust’s role should be very important to improve user satisfaction.

모바일 뱅킹 사용자의 지각된 유용성, 만족, 지속사용의도의 관계

오재신(Jaesin Oh) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.1

Mobile banking means that users adopt mobile terminals to conduct payment such as balance enquiry, transference and bill payment anytime from anywhere. Mobile banking is defined as the delivery of financial services through mobile devices such as a mobile phone. The main purpose of this research is to identify key factors of perceived usefulness on mobile banking user. In the academic literature, system quality and information quality have been recognized as a major determinant in driving perceived usefulness. Moreover, This research examines the effects of perceived usefulness on user satisfaction continuance use intention, and the moderating roles of need for cognition and cognitive dissonance in mobile banking. The results indicate that information quality and system quality are the main factors, whereas perceived usefulness affect user satisfaction and continuance use intention. The moderating effect of need for cognition in the relationships between information quality and perceived usefulness is identified. Lastly, the effects of perceived usefulness on user satisfaction and continuance use intention depending on the levels of cognitive dissonance.

모바일 리치미디어 광고가 소비자 태도와 구매의도에 미치는 영향

오재신(Jaesin Oh),박귀정(Gwijeong Park) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.6

The rapid development of mobile phones has resulted in the increasing use of mobile devices to deliver advertisements for products and services. Many firms in Korea have invested numerous resources in this field. The purpose of this study is to develop a successful mobile rich-media advertising strategy. First, the mobile rich-media ad’s attributes are categorized as five factors; personalization, informativeness, interactivity, credibility, and entertainment. Thus, based on the existing literature regarding attitudes toward mobile advertising, a questionnaire was constructed to illustrate the factors affecting consumer attitudes toward mobile rich-media ads. The major findings indicate that first, mobile rich-media ad’s some attributes affected positively advertising and brand attitudes. Also, the high level consumers’ impulse buying tendency have moderating effect between brand attitude and purchase intention. Some implications and suggestions for further studies are also provided in this study.

금융기관의 사회적 책임, 평판과 신뢰, 충성도 간의 관계에 대한 연구

강미옥(Mi-ok Kang),오재신(Jaesin Oh) 한국산학기술학회 2021 한국산학기술학회논문지 Vol.22 No.8

금융기관들이 녹색금융을 지향하면서 환경오염, 사회적 안전망 확충 등과 같은 사회적 책임이 금융기관에게 강하게 요구되고 있다. 따라서, 금융기관의 사회적 책임활동 요인에 따른 평판과 신뢰가 충성도에 미치는 영향을 조사하기 위하여, 금융기관을 이용한 적이 있는 고객 184명을 대상으로 오프라인과 모바일을 이용하여 설문조사를 실시하였다. 연구방법은 SPSS 22.0 버전을 사용하여 요인분석, 신뢰도 및 타당성 분석을 실시하였으며, AMOS 21.0 통계 패키지프로그램을 사용하여 구조방정식 모형 분석을 실시하였다. 연구결과는 첫째, 사회적 책임활동 요인 중 윤리적 책임과 환경적 책임은 금융기관 평판에 유의한 영향을 미치는 것으로 나타났다. 둘째, 금융기관의 사회적 책임활동 요인 중 경제적 책임과 자선적 책임은 신뢰에 유의한 영향을 미치는 것으로 나타났다. 셋째는 금융기관 평판은 신뢰에 유의한 영향을 미치는 것으로 나타났다. 넷째, 금융기관의 평판과 신뢰는 충성도에 유의한 영향을 미치는 것으로 나타났다. 마지막으로, 윤리적 책임과 환경적 책임이 신뢰에서는 직접 효과에서는 기각이 되었으나 간접효과에서는 유의한 영향을 미치는 것으로 나타났다. 본 연구의 시사점은 금융기관의 사회적 책임활동이 평판과 신뢰를 중심으로 충성도에 유의한 영향을 미칠 수 있는 경영전략 방안 마련의 기초 자료가 될 것으로 기대된다. Since financial institutions aim to provide green finance, they are required to have strong social responsibilities like curbing environmental pollution and making social safety nets. Therefore, the purpose of the study was to investigate the effects of the activities related to the social responsibility of financial institutions on reputation, trust, and loyalty. A survey was conducted using offline and mobile devices on 184 customers who had used financial institutions. The research findings were processed using the SPSS 22.0 version for factor analysis, reliability, and feasibility analysis and the AMOS 21.0 statistical package program for structural equation model analysis. The results of this study were as follows. First, among the factors of social responsibility activities, ethical responsibility, and environmental responsibility were found to have a significant positive impact on the reputation of financial institutions. Second, it was found that economic responsibility and philanthropy responsibility had a significant effect on trust. Third, it was found that the reputation of financial institutions had a significant effect on the trust of customers. Fourth, it was found that the reputation and trust of financial institutions had a significant effect on loyalty. Lastly, ethical responsibility and environmental responsibility did not have a direct effect on trust, but it was found to have a significant effect on indirect effect analysis. Based on these findings, this study provides implications for establishing strategies for the activities related to social responsibilities of financial institutions and emphasizes the importance of securing loyal customers by enhancing reputation and reliability.

TV 예능 프로그램에 대한 경험적 가치와 충성도의 관계

박세현(Sehyeon Park),오재신(Jaesin Oh) 한국인터넷전자상거래학회 2018 인터넷전자상거래연구 Vol.18 No.4

The purpose of this study is to analyze the effect of experiential value on viewer loyalty through trust and playfulness of popular TV entertainment program. Recently, as the empirical factors of consumers have been highlighted in the field of entertainment activities, researches on experiential value perceived by consumers in the field of culture and art are being considered. This study theoretically researches Experiential value of TV entertainment program, trust, playfulness, review intention and recommend intention. In order to investigate the hypothesis, a survey was performed. Questionnaires were answered by viewers who have ever watch the Korea TV entertainment program. The results showed that experiential value had a significant effect on trust and playfulness. Trust has a significant impact on the recommend intention, and playfulness has a significant impact on the review intention. Future research should focus on experiential value studies of more diverse TV entertainment programs.

The Impact of User Competence on Smartphone Satisfaction

DaeEop Kim(김대업),Jaesin Oh(오재신),Jaeik Shin(신재익) 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.6

The unprecedented growth of smartphone use attracts academic attention, given that smartphones are an integration of the functions of voice communication, Internet access, and data retrieval and management. In general, users’ competence(finesse and knowledge) of smartphones can play an important role in increasing their smartphone usage. Yet, a little has done to examine the covariate effect of user competence in the relationship among smartphone quality, dependency, and customer satisfaction. The primary purpose of this study is, thus, to explore the differences in mean values of smartphone quality, dependency, and customer satisfaction for each group according to whether user competence is controlled or not. Appropriate measures were developed with previous studies and tested on 217 respondents who have used smartphones. The results showed that the roles of user competence in the two hypotheses are significant. The difference in mean values of smartphone dependency for the level of smartphone quality(high, middle, and low) can be more affected by finesse than knowledge. In addition, the difference in mean values of customer satisfaction for the level of smartphone dependency(high, middle, and low) can be more affected by user competence. Thus, the future research on the relationship between dependency and satisfaction needs to examine the covariate effect of user competence to provide a meaningful implication.

국내 펜션이용객의 소비자태도 및 행동의도의 선행변수에 관한 연구

강극주(Geukjoo Kang),오재신(Jaesin Oh) 한국경영학회 2020 한국경영학회 통합학술발표논문집 Vol.2020 No.8

While researches on the pension industry have been actively carried out mostly on profitability, service quality, selection attributes, and service scape so far, researches on consumers’ attitude and behavioral intention affected by service quality and service value have been scarcely carried out in the tourism research field. In this study, therefore, service quality and service value in the pension industry have been hired as antecedents to investigate the relationship among the factors and customer satisfaction, customer trust, revisit intention, and WOM intention. A survey has been conducted for the empirical purpose, and a total of 373 questionnaires were collected, of which 341 were used for empirical analysis after eliminating the questionnaires with irrelevant answers and missing values. The survey data was analyzed by using Smartpls 2.0 M3 to use PLS-SEM. From the results of the study, presenting the results of this study to the pension marketing managers would make it possible to establish strategies according to all factors directly affecting customers" behaviors. In addition, it can be helpful to suggest a marketing strategy that can enhance the effect of customer satisfaction by emphasizing the hedonic factors and interaction factors in service quality.