This research was conducted to examine repeat online grocery shoppers behavior based on the S-O-R paradigm (Mehrabian and Russell, 1974) for a five year time frame. Not considering any artificial intelligence, generally in the online shopping environment, the image of the store is communicated through their product and site offerings as well as their user-friendliness of the website. Childers et al. (2001) discussed hedonic aspects of an online store environment such as web atmospherics. Furthermore, with a growing importance of atmospheric cues, researchers are now paying attention to consumer characteristics (Moriuchi and Takahashi, 2018). In general, the results show that atmospherics has an impact on pleasure and satisfaction. Both pleasure and satisfaction have an effect on loyalty. Trust served as a moderator between O-R and was significant. Comparing between the 2012 and 2016 data, results show that satisfaction consumers in the 2012 sample did not see an impact on satisfaction on loyalty, and trust was not a moderating factor on satisfaction and loyalty. However, all the other hypothesized relationships were significant for the 2016 sample. The results suggest a couple of practical implications. First, the ease of navigation are important in pleasing and satisfying online grocery shoppers. Marketing practitioners should focus on how to make the overall website easily navigable. This could include having clear display of the products, reviewing of product descriptions and ease of going back to the main menu after adding items to cart. Second, marketing practitioners should focus their attention on the variety of products available and the quality of products available such as pleasure.

Introduction In order to solve the information asymmetry and make full use of resources (unused goods, spare capacity and so on), the sharing economy, which based on the application of mobile internet technology and focused on the consumption of the right to use, is developing rapidly. Lack of trust is considered to be one of the important problems hindering the development of sharing economy. Möhlmann (2015) said that trust is a fundamental determinant of sharing economy development and ensuring shared satisfaction. At present, sharing economy enterprises have established product evaluation system and docked a third party credit rating system (i.e. Zhima Credit) to promote consumers’ trust. However, with most enterprises are becoming more and more consistent in evaluation and credit rating system, there is a new problem emerged: how to further deepen consumers’ trust in order to promote consumers’ intention to participate continuously (Zucker, 1986; Lewis & Weigert, 1985). Granovetter (1985) mentioned that trust is the product of social relationships. Botsman and Rogers (2011) made it clear that social networks play an important role in building trust in sharing economy. And people are always more willing to accept the opinions of people who have social relations with them (Lu, Zhao, & Wang, 2010). Hence, with the feature of participant of everyone in sharing economy, it is necessary to further strengthen consumers’ trust through the social interaction among consumers and between consumers and sharing platforms. Theoretical Development Sharing economy is based on LBS and other new technologies to realize the matching of supply and demand information across time and space. And to a certain extent, it solves the problem of information asymmetry in the era of e-commerce. Yet consumer have new requirements for product information. For example, consumers are more concerned about whether the utility of products and services can meet their needs (i.e. some consumers are more concerned about when to reach their destination than the performance of the car). But it is difficult for company to understand each everyone of consumers’ utility preference and publish product utility information based on these preferences (Xie & Gerstner, 2007). Because this kind of utility preference has the characteristic of timeliness and personalization. Therefore, consumers’ perceived uncertainty about the utility of the product will also affect the consumers’ trust. In summary, we then address these research questions:(1) can the promotion of trust between consumers and sharing platforms be achieved through the socializing of sharing platforms and then affect consumers’ intention to participate continuously; (2) if so, which type of privacy protection method and social information can promote consumer trust; and (3) does the impact of sharing platform socialization on consumer trust vary according to consumers’ concerns about the perceived utility uncertainty of the product. Research Design We then address these issues using experiment data. The first experiment was a 2 (social media: have, not have) x 2 (individual trust propensity: trust, not trust) between-subject design on the intention to trust sharing platform and participant continuously. Perceived utility uncertainty was added to this design as a moderator. Moreover, the second experiment was a 2 (social information type: hedonic, utilitarian) x 2 (degree of privacy protection: week, strong) between-subject design on the intention to trust sharing platform. Our scales come from existing scales and optimize it according to the characteristics of sharing economy (Schneider, 1999; Dhar & Wertenbroch, 2000; McKnight, Choudhury, & Kacmar, 2002). Results and Conclusion The results of the first experiment show that whether or not the social platform has no significant impact on the consumer trust if the individual tends to trust others. And for individuals who tends to do not trust others, they are more likely to trust socialized sharing platforms. The higher the consumer perceived utility uncertainty is, the higher (lower) trust of the consumer platform in the socialized (not socialized) sharing platform. For the second experiment results, in the context of sharing economy, the utilitarian information has a greater positive impact on the consumer trust than the hedonic information. In addition, the stronger the privacy protection of sharing platforms, the higher the trust of consumes. This study makes several academic contributions. First, we extend the topic of socialization to sharing economy context. Second, we add the perceived utility uncertainty as a moderator, and supplement the role of perceived uncertainty. This research also provides several practical implications. First, sharing platform can promote their consumers’ trust by establishing their own social platform. This platform can be used as a differentiated competitive strategy for sharing platform. Second, sharing platform should guide consumers to share utilitarian information (i.e. weather for specific place or real time traffic) to improve consumer satisfaction. Third, sharing platform can access consumer preference information through this social platform for further product development and classification.

Reports indicate that in 2017, social commerce had become a 20 billion dollar industry. Given the developing world’s fatigue with social media, social commerce growth will likely be fueled by consumers from developing economies. While literature has investigated social commerce in the context of established brands in developed economies (e.g. Kim and Ko, 2012), it cannot yet explain consumers’ engagement with the uniqueness of social media commerce in developing economies. Social commerce in Southeast Asian economies are largely conducted amongst individuals or micro businesses. Since social media platforms largely do not provide commerce security nor support, consumers are more vulnerable to fraudulent practices. What factors motivate these purchases despite such risks? This study offers insights into how consumers’ motivated reasoning influences their willingness to purchase over social media. We focus on the social media store’s ease of use and perceived security as antecedents of trust. Specifically, we argue that perceiving a lack of ability to purchase from other channels would induce higher trust towards a social media store, despite low perceptions of ease and security of transaction. Data was collected from 224 Indonesian social media users who have been exposed to social media stores on Instagram. The findings suggest that when consumers perceive high control of how they could obtain desired goods, trust becomes a logical function of the perceived safety and ease of use of the shops. However, under low perceived control, consumers display high trust in social media shops despite not being convinced that they are safe nor easy to use. The findings extend our understanding about the antecedents of value creation in social commerce (Stephen and Toubia, 2010). Our results enrich prior literature by showing how motivated reasoning leads to biases in judgment to be in favor of desired goals (Blanton and Gerrard, 1997), and extends it in the novel context of social media commerce. Furthermore, by incorporating the literature on perceived behavioral control and motivated reasoning, the current study provides important empirical evidence for the presence of perceived control over alternate channels as a significant driver for trust towards social media shops. The current research also has a number of implications for social commerce providers in developing economies. This study shows that it is advantageous for managers to cultivate trust using interactivity and reliability to elicit a sense of security and ease of use. However, our findings also offers a caution for firms to not be lulled into a false sense of comfort by taking consumers’ trust at face value.

This research is concerned with the mediation of the relationship between co-creation and trust by emotions. Data is generated from responses to questions posed after panellists read a structured scenario. Emotions are found to partially mediate the relationship between co-creation and trust. The mediation effect is stronger in B2C situations than B2B, in services rather than products and for women more than men. In a services context there is full mediation of the relationship between co-creation and trust by emotions for women and for a business-to-consumer context. The strategic imperative that co-creation is vital in the services industry is underscored, particularly in a consumer situation or when dealing with women.

Introduction In order to solve the information asymmetry and make full use of resources (unused goods, spare capacity and so on), the sharing economy, which based on the application of mobile internet technology and focused on the consumption of the right to use, is developing rapidly. Lack of trust is considered to be one of the important problems hindering the development of sharing economy. Möhlmann (2015) said that trust is a fundamental determinant of sharing economy development and ensuring shared satisfaction. At present, sharing economy enterprises have established product evaluation system and docked a third party credit rating system (i.e. Zhima Credit) to promote consumers’ trust. However, with most enterprises are becoming more and more consistent in evaluation and credit rating system, there is a new problem emerged: how to further deepen consumers’ trust in order to promote consumers’ intention to participate continuously (Zucker, 1986; Lewis & Weigert, 1985). Granovetter (1985) mentioned that trust is the product of social relationships. Botsman and Rogers (2011) made it clear that social networks play an important role in building trust in sharing economy. And people are always more willing to accept the opinions of people who have social relations with them (Lu, Zhao, & Wang, 2010). Hence, with the feature of participant of everyone in sharing economy, it is necessary to further strengthen consumers’ trust through the social interaction among consumers and between consumers and sharing platforms. Theoretical Development Sharing economy is based on LBS and other new technologies to realize the matching of supply and demand information across time and space. And to a certain extent, it solves the problem of information asymmetry in the era of e-commerce. Yet consumer have new requirements for product information. For example, consumers are more concerned about whether the utility of products and services can meet their needs (i.e. some consumers are more concerned about when to reach their destination than the performance of the car). But it is difficult for company to understand each everyone of consumers’ utility preference and publish product utility information based on these preferences (Xie & Gerstner, 2007). Because this kind of utility preference has the characteristic of timeliness and personalization. Therefore, consumers’ perceived uncertainty about the utility of the product will also affect the consumers’ trust. In summary, we then address these research questions:(1) can the promotion of trust between consumers and sharing platforms be achieved through the socializing of sharing platforms and then affect consumers’ intention to participate continuously; (2) if so, which type of privacy protection method and social information can promote consumer trust; and (3) does the impact of sharing platform socialization on consumer trust vary according to consumers’ concerns about the perceived utility uncertainty of the product. Research Design We then address these issues using experiment data. The first experiment was a 2 (social media: have, not have) x 2 (individual trust propensity: trust, not trust) between-subject design on the intention to trust sharing platform and participant continuously. Perceived utility uncertainty was added to this design as a moderator. Moreover, the second experiment was a 2 (social information type: hedonic, utilitarian) x 2 (degree of privacy protection: week, strong) between-subject design on the intention to trust sharing platform. Our scales come from existing scales and optimize it according to the characteristics of sharing economy (Schneider, 1999; Dhar & Wertenbroch, 2000; McKnight, Choudhury, & Kacmar, 2002). Results and Conclusion The results of the first experiment show that whether or not the social platform has no significant impact on the consumer trust if the individual tends to trust others. And for individuals who tends to do not trust others, they are more likely to trust socialized sharing platforms. The higher the consumer perceived utility uncertainty is, the higher (lower) trust of the consumer platform in the socialized (not socialized) sharing platform. For the second experiment results, in the context of sharing economy, the utilitarian information has a greater positive impact on the consumer trust than the hedonic information. In addition, the stronger the privacy protection of sharing platforms, the higher the trust of consumes. This study makes several academic contributions. First, we extend the topic of socialization to sharing economy context. Second, we add the perceived utility uncertainty as a moderator, and supplement the role of perceived uncertainty. This research also provides several practical implications. First, sharing platform can promote their consumers’ trust by establishing their own social platform. This platform can be used as a differentiated competitive strategy for sharing platform. Second, sharing platform should guide consumers to share utilitarian information (i.e. weather for specific place or real time traffic) to improve consumer satisfaction. Third, sharing platform can access consumer preference information through this social platform for further product development and classification.

The purpose of this study is to examine the mediating effect of the organizational trust, acceptance of organizational change on the relationship between job characteristics and organizational commitment. For this study, data were collected from convenient sample of 241 employees at small and medium enterprises in Ulsan city and Gyeongju city. All data collected from the survey were analyzed using with SPSS 18.0 and AMOS 18.0. This study reports findings as followed: 1. The relationship between the job characteristics and the organizational trust is positively related. 2. There was a positive correlation between the job characteristics and the acceptance of organizational change. 3. There was a positive correlation between the job characteristics and the organizational commitment. 4. The relationship between the organizational trust and the acceptance of organizational change is positively related. 5. There was a positive correlation between the organizational trust and the organizational commitment. 6. There was a positive correlation between the acceptance of organizational change and the organizational commitment. Finally, the organizational trust and acceptance of organizational change played as a partial mediator on the relationship between job characteristics and organizational commitment.

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers’ on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands’ ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

Most people seek a happy life and happiness positively affects sentiment, satisfaction with life, creativity, human relationship, business productivity, and even health and life extension. However, according to a survey in 2013, subjective happiness of adolescents (including university students) was very low compared to other age groups in Korea. Therefore this paper examined the effects of job-seeking stress, appearance recognition, financial situation, trust in government, and locus of control on university students' happiness using SEM (structural equation modeling). 207 university students in Seoul, Korea have been surveyed. At first, an initial experimental SEM model among these variables has been set up and reliability analysis has been conducted. Then multiple regression analyses on job-seeking stress and happiness as well as SEM analysis have been conducted. As a result of these analyses, the SEM model has been revised two times. The final SEM model passed the goodness-of-fit test (using RMR, GFI, NFI, CFI, and IFI indices). The final SEM model showed the followings. First, Higher job-seeking stress (especially sentimental part, rather than environment or action related parts) negatively affects happiness. Second, Trust in government also affects happiness both directly and indirectly. Third, Locus of control is affected both by trust in government and financial situation. Fourth, appearance recognition heavily affects job-seeking stress. In addition, appearance importance is higher than appearance interest, meaning that students who are not very interested in appearance usually recognize the importance of appearance. Finally, happiness is affected neither financial situation nor appearance recognition. Therefore, even either they are in a poor financial situation or not happy with their appearance, they can be happy if they have firm locus of control.

국내기업의 기업윤리와 국제간 윤리협약의 실천이 지속가능경영의 필수적인 요소로 대두되 고, 윤리경영에 대하는 조직 및 개인의 태도와 행위의 변화가 공식적이고 투명하게 됨에 따라 윤리적 판단력의 인식변화는 새로운 기업윤리로 변화되고 있다. 연구의 초점은 일반적으로 선 행연구에서 보아온 윤리적 의사결정이 조직성과에 대하여 미치는 영향 분석뿐만 아니라 개인 과 다양한 수준의 기업에 대한 설문조사를 통하여 개인과 기업의 역량에 따르는 윤리적 판단 력과 기업의 조직적지원의 수준을 통하여 일반적인 조직유효성에 어떻게 작용하는지 그 역할 을 살펴보고 기업의 경쟁력을 제고시키려는 관점에서 진행되었다. 기업문화의 이해와 더불어 윤리적 판단력의 영향분석으로 조직 유효성에 미치는 영향뿐만 아니라 조직신뢰, 조직 동일시 를 매개효과를 분석하였다. 연구를 통하여 살펴본 윤리적 판단력은 조직유효성, 조직동일시, 조직 신뢰에 정(+)적인 영 향을 미치고 있으며, 윤리적 판단력이 조직유효성에 미치는 조직특성변수(조직동일시, 조직신 뢰) 즉, 개인이 조직을 어떻게 인지하느냐에 따라 영향을 주고 있다. 이러한 결과는 조직유효 성을 높이기 위해서는 조직동일시, 즉 조직과의 일체감을 높이기 위한 노력의 필요성이 있으 며, 윤리경영의 선포와 실질적인 실천의지를 보이는 것이 필요하다.

조직내 대인 신뢰의 중요성에도 불구하고, 조직내 대인 신뢰를 높이기 위한 선행요인과 효과성을 다룬 연구가 미흡한 실정이다. 그러므로 조직내 대인 신뢰의 선행변수로써 고몰입 인적자원관리(신중한 선발, 교육훈련, 성과관리, 고용 안정성, 퇴직관리)의 영향을 살펴보고, 결과변수로써 근로자의 생산성 향상 행 위에 미치는 효과를 살펴보았다. 그리고 조직내 대인 신뢰가 근로자의 생산성 향상 행위에 미치는 효과를 협력적 노사관계 인식이 조절하는지에 대해서 살펴보았으며, 나아가 전체 모형의 통합적인 관점에서 조 절된 매개효과를 살펴보았다. 본 연구의 실증분석을 위해, 국내 기업 재직 근로자 400명을 대상으로 설문 조사를 진행하였고, 회수된 설문지 중 성실히 응답한 총 341명의 자료를 대상으로 실증분석을 하였다. 가 설의 검증을 위해 회귀분석과 부트스트래핑을 이용한 PROCESS macro 분석을 실시하였다. 본 연구의 결과는 첫째, 고몰입 인적자원관리는 조직내 대인 신뢰에 긍정적인 영향을 미치는 것으로 나타났으며, 둘 째, 조직내 대인 신뢰는 근로자의 생산성 향상 행위에 긍정적인 영향을 주는 것으로 나타났다. 셋째, 고몰 입 인적자원관리와 근로자의 생산성 향상 행위의 관계를 조직내 대인 신뢰가 매개하고 있음을 밝혔다. 넷째, 협력적 노사관계 인식은 조직내 대인 신뢰와 근로자의 생산성 향상 행위의 관계를 긍정적으로 조절 하는 것으로 나타났으며, 마지막으로 고몰입 인적자원관리가 조직내 대인 신뢰를 거쳐 근로자의 생산성 향상 행위에 미치는 간접효과에 대해서도 협력적 노사관계 인식은 조절된 매개효과를 가진 것으로 나타 났다. 끝으로, 본 연구 결과의 이론적ㆍ실무적 시사점에 대해서 논의한다.

Trust is an individual’s belief that an exchange will happen in a manner consistent with one’s confident expectations. In social networking sites (SNS), uncertainty is usually higher due to the high level of user-generated contents and the lack of face-to-face interactions. Despite this, the enhancement of experience with exchange parties could reduce the uncertainty and the increase tendencies for social commerce adoption through the increase in trust. Information seeking on SNS enhances the users’ knowledge about a product through access to the pool of information. Familiarity with SNS enhances users understanding of the shopping process and reduces the intricacy of the decisions. This study investigates the relationship between trust in SNS and purchase intentions. We propose a model including trust, information seeking, familiarity with SNS, and purchase intentions of fashion products on SNS. Data were obtained from 206 respondents who had experienced the purchase of fashion products on SNS. Mean age of the respondents was 22.1 years old and nearly 69.4 percent of the subjects were women. Approximately 84.0 percent reported a monthly income/allowance of less than US$400 and the majority (57.9 %) spent less than US$100 per six months on fashion products (e.g., apparel, shoes, etc.) purchases on the SNS. The structure equation model analysis was conducted by AMOS 23.0 using a correlation matrix with maximum likelihood approach. The structural equation model was relatively acceptable (chi-square value = 88.02, df = 57, p = .005; GFI = .94, AGFI = .90, RMR = .04). Cronbach's alphas were ranged between .80 and .88. We used Facebook as the best known SNS to empirically test our model. Results from a survey of Facebook users showed that trust in SNS increases information seeking which in turn increases the familiarity with SNS. In addition, trust and familiarity with SNS increase the intention to purchase fashion products on SNS. Findings indicate that trust in SNS was found to be a key predictor of intention to purchase fashion products from SNS directly and indirectly. Theoretical and managerial implications are discussed.

The present research examines how a CEO exposed to the public through social media (e.g., Facebook) influences the trustworthiness of the CEO and his/her firm. In particular, we focus on and measure the consistency of a CEO’s fashion style across different occasions, and test the impact of the ‘fashion’ consistency on respondents’ perception on the CEO’s trustworthiness. Based on the previous literature on impression management, we define the consistency of a CEO’s fashion style as how similar (rather than different) the style of his/her clothes across multiple media exposures. We then manipulate the similarity of a CEO’s fashion style, which is the focal independent variable, and measure the subjects’ trust toward the CEO, which is the focal dependent variable. Study 1 is a scenario-based study in which participants read the description of either a fashion-consistent or -inconsistent CEO, and indicated the CEO’s perceived trustworthiness. We find that perceived trust is higher for the fashion-consistent CEO. Study 2 is an experiment in which participants read four news articles of a CEO featured on a social media (i.e., Facebook). Unbeknown to participants, fashion consistency was manipulated such that half of participants saw the news on a fashion-consistent CEO whereas the other half saw the news on a fashion-inconsistent CEO. Interestingly, the interaction between CEO gender and fashion consistency becomes significant, suggesting that for a male CEO, fashion consistency increased trust whereas for a female CEO, fashion inconsistency increased trust. The present research complements to the literature on the roles of fashion of employees including top managers on impression management. We also discuss other interesting and important implications of the results on the mechanism of the ‘fashion consistency’ effects.

본 연구는 기업에서 도입한 인사제도를 얼마나 일관성 있게 실행하는 지가 조직성과에 미치는 영향을 살펴보았다. 기존 연구들은 어떠한 인사제도가 또는 인사제도의 번들이 기업성과에 미치는지, 그리고 어 떠한 과정을 거쳐 이러한 성과가 나타나는지를 주로 살펴보았다. 본 연구는 인사제도의 운영과정 상의 특징에 주목하여, 인사제도 실행이 지속적으로 이루어지는 것이 중요하다는 입장에서 인사제도의 비일관성이 높으면 기업성과에 부정적인 영향을 미치며, 이러한 효과는 종업원들의 회사에 대한 신뢰가 높은 경우 약화된다는 가설을 설정하였다. 한국직업능력개발원의 HCCP 데이터를 활용하여 이상의 가설을 검 증하였는데 2009년(3차년도)부터 2013년(5차년도)년도의 제조업체를 대상으로 총 202개 기업, 연도-기업 관측치는 446개를 최종 분석에 포함되었다. 인사제도의 일관성은 2009, 2011, 2013년 3회의 조사기간에 걸쳐 실행된 인사제도 수의 변화와 도입 및 폐지된 인사제도의 수를 기준으로 측정하였다. 분석결과는 본 연구의 주요 가설을 지지하는 것으로 나타났다.

본 연구의 목적은 사회적 기업가정신의 혁신성, 위험추구, 사회목적 실현의 하위요소가 사회적기업 구 성원들의 직무태도에 미치는 영향을 살펴보고, 사회적기업 구성원의 신뢰 인식이 사회적 기업가정신과 구성원의 직무태도를 조절하는지 검증하는 것이다. 본 연구를 위한 데이터는 인천, 대전, 제주 지역의 사 회적기업 및 예비사회적기업의 종사자를 대상으로 수집한 총 115개의 설문지를 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 사회적 기업가정신 중 혁신성과 사회목적 실현은 사회적기업 종사자의 직무만 족과 조직몰입에 긍정적인 영향을 주었으며, 이직의도에는 부정적인 영향을 주었다. 둘째, 사회적기업 종사자들의 신뢰 인식은 구성원의 직무태도에 유의미하게 영향을 주었다. 마지막으로, 본 연구는 신뢰가 사 회적 기업가정신의 하위요소와 구성원의 직무태도를 강화할 것인지를 살펴보았다. 그 결과 신뢰는 사회 적 기업가정신 중 혁신성 및 사회적 목적 실현과 조직몰입의 관계를 조절하는 것으로 나타났다. 본 연구 는 이상의 연구결과를 토대로 사회적 기업가정신과 사회적기업 종사자들의 직무태도와의 관계에서 학문 적인 시사점과 실무적인 시사점을 함께 제시하였다.

This study aimed to examine the effects of transformational leadership on employees’ trust, perceived support from superiors, organizational citizenship behavior, and moderating effects of locus of control. Using the Amos program, this study tested reliability and fitness of the research model and verified five hypotheses based on empirical data from 233 employee samples in coffee shops. The result of this study shows that positive consideration and charisma of transformational leadership positively influenced employees’ level of trust toward superiors and perceived support from superiors. Trust had positive effects on promotion of organizational citizenship behavior of employees. Lastly, analysis of the moderating effect of locus of control showed that a lower level of extrinsic control and higher level of intrinsic control were both positively correlated with greater receptiveness to transformational leadership. The findings in this study identified several significant factors of employee effectiveness influenced by transformational leadership in the coffee shop industry. Limitations and future research directions are also discussed.

온라인 상거래가 일상의 한 행위로 자리 잡은 요즈음 오프라인 채널과 온라인 채널 간의 간극이 점점 좁혀지고 있다. 즉, 종전에는 오프라인 상에서의 소비자 구매행위와 온라인상에서의 소비자 구매행위가 판이하게 달랐으나 온라인상에 서의 다양한 상거래가 보편화되면서 이제는 온라인상에서의 구매행위에 대한 연구가 활발하게 이뤄지고 있다. 그러나, 아직도 오프라인상에서의 신뢰가 온라인 구매행위에 미치는 영향에 관한 연구가 피상적인 수준에 머물러왔다. 이에 본 연구에서는 기존 연구의 한계를 극복하기 위하여 개인이 느끼는 뉴로티시즘 성향이 온라인상에서 사용자가 느끼는 불확실성, 거래비용, 그리고 만족 및 지속구매의도에 미치는 조절효과를 체계적으로 분석하고자 한다. 406부의 유효한 설문지를 토대로 분석한 결과, 사용자가 느끼는 거래비용은 온라인쇼핑 지속구매의도에 부의 효과를 미치고 있지만, 만족에는 통계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 또한, 사용자가 가지고 있는 뉴로티시즘 성향은 온라인쇼핑 지속구매의도와 그 영향 요인들 간의 모든 관계에서 유의한 조절효과를 보이고 있는 것으로 나타났다.

본 연구는 현대 조직에서 조직구성원의 직무태도와 행동에 영향을 미치는 가장 중요한 요인 중 하나인 상사신뢰가 조직구성원의 직무만족과 이직의도에 미치는 영향과 그 메커니즘을 확인하였다. 먼저, 상사신 뢰와 직무태도에 대한 선행연구를 바탕으로 상사신뢰가 직무만족 및 이직의도에 미치는 영향을 상대적으 로 직업적 안정성이 보장된 지방자치단체 공무원을 대상으로 검증함으로써 상사신뢰의 효과에 대한 외적 타당도를 확대하고자 하였다. 보다 중요하게도, 상사신뢰가 조직구성원의 직무만족과 이직의도에 미치는 영향력 관계의 메커니즘에 대한 이해를 확대하기 위하여 일가치감의 매개효과와 조직정치지각의 조절효 과를 검증하였다. 지방자치단체 공무원 총 260명을 대상으로 2회에 걸쳐 수집된 설문자료를 분석한 결과, 상사신뢰는 직무만족과 정(+)의 관계를, 이직의도와는 부(-)의 관계를 보였다. 또한 일가치감은 상사신뢰와 정(+)의 관계가 있고, 직무만족과는 정(+)의 관계, 이직의도와는 부(-)의 관계가 있었으며, 상사신뢰와 직무태도와의 관계를 매개함이 확인되었다. 조직정치지각은 상사신뢰와 일가치감의 관계를 조절하였는 데, 조직정치지각의 수준이 높을 때보다 낮을 때 상사신뢰가 일가치감에 미치는 영향이 더 강하게 나타남 이 확인되었다. 뿐만 아니라, 상사신뢰가 일가치감을 매개로 조직구성원의 직무태도에 미치는 간접효과에 대해서도 조직정치지각의 조절효과가 확인되었다. 이러한 연구 결과를 토대로 본 연구의 시사점, 제한점 및 추후 연구과제에 대해 논의하였다.

The purpose of this study includes: Firstly, to examine the effects of authentic leadership on leader trust, self efficacy, and creative behavior. Secondly, to examine the mediating effect of the leader trust, self efficacy on the relationship between authentic leadership and creative behavior. In order to verify the relationships and mediating effect, data were collected from convenient sample of 323 employees at small and medium enterprises in Busan, Ulsan, Gyeongju city to test theoretical model and its hypotheses. All data collected from the survey were analyzed using with SPSS 18.0 and AMOS 18.0. This study reports findings as followed: first, the relationship between the authentic leadership and the leader trust is positively related. Second, there was also a positive correlation between the authentic leadership and the self efficacy. Third, there was also a positive correlation between the authentic leadership and the creative behavior. Fourth, the relationship between the leader trust and the self efficacy is positively related. Fifth, there was also a positive correlation between the leader trust and the creative behavior. Sixth, there was also a positive correlation between the self efficacy and the creative behavior. Finally, the leader trust and self efficacy played as a partial mediator on the relationship between authentic leadership and creative behavior. Based on these findings, the limitations of the study and some directions for future studies were presented.

The purpose of this study is to understand how to affect the safety behavior to the organization's trustees to investigate the level of safety awareness, safety awareness via the distribution center workers prepare the logistics industry disaster prevention measures. The survey was analyzed data to target by the clothing distribution center employees of 182 people. Analysis First, the level of safety awareness showed on a positive effect on organization trust. Second, it was found on the safety level of consciousness a positive effect on the safety behavior. Third, the level of safety awareness affect the safety behavior showed that the mediating role of organization trust. That is a higher level of safety awareness, such as the strict practice of business activities, investments, safety rules on safety education and training emphasis on safety increases confidence in the organization. It was confirmed the higher the confidence in the safety organization appears behavior such as actively participating in the work carried out in a safe manner, safety education and training. In addition, the effect was mediated by the organizational impact on confidence in the safety of personnel safety awareness actions. Based on that research results prepared safety awareness was raised through the industrial accident prevention measures

This study (i) examines the main effect of how a customer’s trust in the service personnel could affect his/her service co-designing and co-delivering behavior; and (ii) investigates how the main effect could vary by the customer’s trust in the service brand, and the types of customer contact service contexts. Keywords: customer participation, co-