신뢰형태의 규명 및 신뢰와 신뢰행동의 관계에 대한 연구

The importance of trust has been considered in a variety of studies since it was initiated in the early psychology fields, but there has been conceptual jams so far. Especially, most studies about trust, done in the fields of business relationship so far, have been based on the trust concepts, suggested by existing studies, without clarifying the conceptual confusion. Also, those conceptual confusion frequently occurred in the theoretical use of trust concepts and in the conceptual structures basically, and eventually, the confusion turned out to be barriers of dynamical analysis on cause and effect about trust. Therefore, the purposes of this study were mainly focused on establishing the clear concept of trust and on achieving the specific goals in business relationships among firms, as follows; First, this study suggested various types of trust, based on existing studies about various dimensional classification, and provided several tools for practical analysis. Moreover, this study suggested a new dimensional approach to trust by examining discrimination among individual trust types, based on the antecedents clarification for a variety of trust types. Second, in existing marketing researches, there were not enough studies about vulnerability, the very important concept in definition of trust; so, this study suggested the importance of vulnerability in trust relationship among firms by providing the relationship between trust and trust behaviors, based on the vulnerability side.