• 유통과학연구
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• 제14권7호
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• pp.101-114
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• 2016

Purpose - The aim of this study is to investigate the benefit-sharing activities. They affect contract renewal intention between franchisers and franchisees that are linked through a contract with the intention of building their relationship from the level based on dynamic trust. This study will show a new approach on qualitative growth and consolidation of competitive power and may well be able to suggest practical ways to strengthen directions in the field of franchise industries. Research design, data, and methodology - In this study, based on literature review, we separated logistical-supporting activities and non-logistical-supporting activities from benefit-sharing activities. We modeled how benefit-sharing activities influence contract renewal intention of franchisees by dynamic trust. In particular, considering the possibility of trading concepts and characteristics of trust between providers opportunistic behaviors was defined as variables, depending on the situation and dynamic characters reveal their relationship trust concept. That is, dynamic trust having the possibility of changing depending on opportunistic risks and interdependencies by Lewis & Weigert(1985, 2012) was classified into transitional-based trust, calculated based trust, relational-based trust and balance-based on trust. The total of 104 samples from domestic franchisees being with franchisees were collected by using a structural composed questionnaire. Results - The results are as following. Benefit-sharing activities in logistical supporting activities appeared to affect the multidimensional concept of transitional trust, calculated based on trust, relationship-based trust and balance based on trust dynamic trust with all-defined impact. Non-logistical supporting activities appeared to affect significantly the positive (+) to the dynamic trust concept except transitional trust. Lewis & Weigert(1985; 2012) have proposed a dynamic confidence calculated from relations within-based trust relationship based on trust appears to affect the significant positive (+) to the balance-based confidence transactions confidence mechanism of the system side in the verified relationship. Finally, a relationship based on trust and confidence in the balance based on the Influence of dynamic renewed confidence showed significantly affect the positive(+). In particular, the balance based trust showed the acts as a mediating factors between relational trust and confidence and renew calculated. Conclusion - From the above these results, the significance from this study is as following. First, the proposed activity is to share and validate the approach by identifying the potential in the relationship from the contract with building dynamic trust, and one of the ways from the franchise headquarters and affiliated merchants mutual growth through win-win cooperation in sharing activities. Next, the dynamic segmentation confidence to suggest the possibility can be broken down over the validity and reliability test for each concept. In addition, by identifying the relationship between the dynamic level of confidence granular multi-dimensional concept, to determine the level of trust with a dynamic relationship between risk and interdependencies can be possible in franchise industries. In order to maintain and develop their mutual relationship, franchise industries should propose confidence-building steps to promote their quality improvement.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제12권8호
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• pp.3926-3945
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• 2018

In Jøsang's trust model, trust evaluation is obtained through operators, but there are problems with the mutuality and asymmetry of trust and the impact of event weight on trust evaluation. Trust evaluation is updated dynamically and continuously with time and the process of interactions, but it has not been reflected in Jøsang's model. Therefore, final trust evaluation is not accurate, and malicious fraud cannot be prevented effectively. This causes the success rate of interaction to be low. To solve these problems, a new dynamic trust model is proposed based on extended subjective logic (DTM-ESL). In DTM-ESL, the event weight and the mutuality of trust are fully considered, the original one-way trust relationship is extended to a two-way trust relationship, discounting and consensus operators are improved, and trust renewal is designed based on event weight. The viability and effectiveness of this new model are verified by simulation experiments.

• 벤처창업연구
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• 제15권4호
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• pp.245-261
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• 2020

본 연구에서는 국내 프랜차이즈 가맹점들을 대상으로 가맹본부의 지원활동이 가맹사업자간 가변적인 신뢰, 즉 동태적 신뢰를 통한 가맹본부와 재계약 의도 및 경영성과와의 관계를 규명하고자 하였다. 이를 위해 프랜차이즈 사업자간 이루어지는 다양한 활동을 재무적 지원활동과 비재무적 지원활동으로 구분하고, 거래관계에서 발생가능한 기회주의적 행동으로 인해 가변적으로 변화하는 신뢰 개념을 정의하고 있는 동태적 신뢰개념의 유형인 과도기적 신뢰, 계산기반 신뢰, 관계기반 신뢰 및 균형기반 신뢰를 적용하여 사업자간 재계약과 경영성과(재무적 성과 및 비재무적 성과)와의 관계를 밝히고자 하였다. 이를 위해, 국내 프랜차이즈 가맹점의 사업주 및 관리자 급을 대상으로 조사원이 직접 방문하여 설문 목적을 설명하고 직접 기입식으로 진행하였다. 분석에는 총 348부가 사용되었다. 분석결과, 첫째, 재무적 지원활동은 과도기적 신뢰, 계산적 신뢰 및 균형적 신뢰에서 정(+)의 유의한 영향을 미치는 것으로 나타났다. 반면, 비재무적 지원활동은 계산적 신뢰, 관계적 신뢰 및 균형적 신뢰에서 정(+)의 유의한 영향을 미치는 것으로 나타났으며, 과도기적 신뢰에서는 유의한 관계가 없는 것으로 나타났다. 둘째, 동태적 신뢰가 재계약 유도에 미치는 관계균형기반 신뢰가 통계적으로 유의한 정(+)의 관계가 나타났다. 셋째, 동태적 신뢰와 경영성과와의 관계에서는 재무적 성과에서는 과도기적 신뢰와 관계기반 신뢰가 정(+)의 관계가 나타났다. 또한 비재무적 성과에는 관계적 신뢰만이 통계적으로 유의한 정(+)의 관계가 검증되었다. 또한 경영성과와 재계약의도와의 관계에서는 비재무적 성과만이 통계적으로 유의한 정(+)의 관계가 검증되었다. 즉, 프렌차이즈 이해관계자 간의 상생을 위한 재무적 및 비재무적 활동은 동태적 신뢰형성과 함께, 경영성과뿐만 아니라 지속적인 관계유지와의 관계를 규명함으로써, 상생협력을 위한 가맹본부와 가맹점 간 집중가능 한 활동을 통해 그 가능성을 제시하였다. 또한 프랜차이즈 산업과 같이 계약기반의 거래 특정적 관계로 계약이행에 대한 이해관계, 계약유지에 대한 이해관계 등 거래상 위험과 상호의존성에 따라 가변적으로 상황에서 형성되는 신뢰수준 구축을 위한 활동을 제시할 수 있었다. 이처럼, 프랜차이즈 산업의 지속적인 상생시스템 구축에 필수적으로 요구되는 관계형성뿐만 아니라 가맹사업자의 경영성과를 개선할 수 있는 관계를 규명함으로써 함으로써 프랜차이즈 산업의 질적 향상을 도모할 수 있는 방안을 제시할 수 있을 것으로 기대한다.

• Journal of Information Processing Systems
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• 제14권2호
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• pp.377-395
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• 2018

Aiming at the problem of service reliability in resource reservation in cloud computing environments, a model of dynamic cloud resource reservation based on trust is proposed. A domain-specific cloud management architecture is designed in which resources are divided into different management domains according to the types of service for easier management. A dynamic resource reservation mechanism (DRRM) is used to test users' reservation requests and reserve resources for users. According to user preference, several resources are chosen to be candidate resources by fuzzy cluster analysis. The fuzzy evaluation method and a two-way trust evaluation mechanism are adopted to improve the availability and credibility of the model. An analysis and simulation experiments show that this model can increase the flexibility of resource reservation and improve user satisfaction.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제16권6호
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• pp.2060-2073
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• 2022

Cloud Computing permits users to access vast amounts of services of computing power in a virtualized environment. Providing secure services is essential. There are several problems to real-world optimization that are dynamic which means they tend to change over time. For these types of issues, the goal is not always to identify one optimum but to keep continuously adapting to the solution according to the change in the environment. The problem of scheduling in Cloud where new tasks keep coming over time is unique in terms of dynamic optimization problems. Until now, there has been a large majority of research made on the application of various Evolutionary Algorithms (EAs) to address the issues of dynamic optimization, with the focus on the maintenance of population diversity to ensure the flexibility for adapting to the changes in the environment. Generally, trust refers to the confidence or assurance in a set of entities that assure the security of data. In this work, a dynamic optimization technique is proposed to find an optimal trust weights in cloud during scheduling.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제8권1호
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• pp.305-325
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• 2014

In cloud computing infrastructure, current virtual machine trust measurement methods have many shortcomings in dynamism, security and concurrency. In this paper, we present a new method to measure the trust of virtual machine. Firstly, we propose "behavior trace" to describe the state of virtual machine. Behavior trace is a sequence of behaviors. The measurement of behavior trace is conducted on the basis of anticipated trusted behavior, which not only ensures security of the virtual machine during runtime stage but also reduces complexity of the trust measurement. Based on the behavior trace, we present a Dynamic Tree Style Trust Measurement Model (DTSTM). In this model, the measurement of system domain and user domain is separated, which enhances the extensibility, security and concurrency of the measurement. Finally, based on System Call Interceptor (SCI) and Virtual Machine Introspection (VMI) technology, we implement a DTSTM prototype system for virtual machine trust measurement. Experimental results demonstrate that the system can effectively verify the trust of virtual machine and requires a relatively low performance overhead.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권3호
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• pp.1260-1281
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• 2015

As the number of services available on the Web increases, it is vital to be able to identify which services can be trusted. Since there can be an extremely large number of potential services that offer similar functionality, it is challenging to select the right ones. Service requestors have to decide which services closelysatisfy their needs, and theymust worry about the reliability of the service provider. Although an individual service can be trusted, a composed service is not guaranteed to be trustworthy. In this paper, we present a trust model that supports service discovery and composition based on trustworthiness. We define a method to evaluate trust in order to discover trustworthy services. We also provide a method to perform trust estimation for dynamic service composition, and we present results of two experiments. The proposed model allows for service requestors to obtain the most trustworthy services possible. Our mechanism uses direct and indirect user experience to discover the trustworthiness of the services and service providers. Moreover, composing services based on quantitative trust measurements will allow for consumers to acquire a highly reliable service that meet their quality and functional requirements.

• Journal of Information Technology Applications and Management
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• 제20권2호
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• pp.177-191
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• 2013

Social network has been expected to increase the value of social capital through online user interactions which remove geographical boundary. However, online users in social networks face challenges of assessing whether the anonymous user and his/her providing information are reliable or not because of limited experiences with a small number of users. Therefore. it is vital to provide a successful trust model which builds and maintains a web of trust. This study aims to propose a prediction method for the interpersonal trust which measures the level of trust about information provider in Facebook. To develop the prediction method. we first investigated behavioral research for trust in social science and extracted 5 antecedents of trust : lenience, ability, steadiness, intimacy, and similarity. Then we measured the antecedents from the history of interactive behavior and built prediction models using the two decision trees and a computational model. We also applied the proposed method to predict interpersonal trust between Facebook users and evaluated the prediction accuracy. The predicted trust metric has dynamic feature which can be adjusted over time according to the interaction between two users.

• 한국시스템다이내믹스연구
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• 제16권1호
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• pp.53-74
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• 2015

The purpose of this paper is to simulate public trust on nuclear regulation policy. The first of all, public trust variables and the model were developed and analysed by system dynamic method. The model are consisted of the operator safety culture level, regulatory competence levels, the public satisfaction and public trust level. The scenario is made up three type which base scenario, the system operator's safety culture level and accident event level. First. the simulation results of standard scenario shows that rapidly declining public satisfaction and trust level of the national safety after Japan's nuclear accident in November 2011. Second, operator safety culture level and simulated divided into three levels. The results showed that a greater impact on the public satisfaction if bad than good case. Finally, the size of the accident was simulated divided into three levels levels(no accident, medium, serious accidents). the results showed a weak effect against the regulatory capacity and safety performance levels but showed a significant impact on public satisfaction and confidence level.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제12권5호
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• pp.2396-2413
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• 2018

Trust management is one of the most challenging issues for the highly heterogeneous Internet of Things (IoT). In the context of the IoT, it is difficult to evaluate the node's trustworthiness in the same trust model when a node provides different services. Guaranteeing the availability of the trust management service is another significant challenge because of the dynamic nature of IoT environments. With these issues in mind, this paper propose a robust and adaptive trust management system for the IoT that is able to measure the trustworthiness of nodes based on feedbacks collected from participants in a specific context and ensure the availability of trust management services. The main contributions of our system are: 1) Proposing a partly decentralized trust management framework, which improves the resiliency of the trust mechanism; 2) Proposing an adaptive trust evaluation scheme and a three-dimensional context representation makes trust evaluation more accurate and specific; 3) Enhancing the adaptive trust evaluation scheme by incorporating a bad behavior factor in trust estimation, which efficiently distinguishes misleading feedbacks from On-Off attacks. Simulation results show the good performance of the proposed system and especially show effectiveness against On-Off attacks compared to other trust mechanisms.