• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.513-522
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• 2021

The current research aims to explore which type of identity-based message can be more persuasive for Chinese consumers to form positive restaurant brand attitude based on their cultural orientation, and to examine the roles of brand objective relevance and psychological power state in the persuasive process. The study employs a 2(identity expression focus: warmth vs. competence) × 2(message description manner: identity-defining vs. identity-referencing) × 2(experienced power state: high vs. low) between-subjects design, and conducts an online survey where 240 Chinese participants in total has responded to the questionnaires. SPSS and AMOS programs have been used to examine the hypotheses. The findings suggest that, first, the warmth-focused messages (identity-defining messages) more positively affected Chinese consumers' object relevance than the competence-focused messages (identity-referencing messages); Second, high power-experienced Chinese consumers rather than low power consumers tend to perceive more object relevance at the warmth self-defining messages; Third, brand object relevance revealed a mediation effect in the process of the warmth-focused messages (identity-defining messages) affecting brand attitude. This research offers new insight into the relationships between consumers' cultural orientation, understandings of power, and identity-based consumer behavior, suggesting marketers should take those social influences and consumer diversities into account when developing the message to persuade consumers.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제7권11호
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• pp.2928-2940
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• 2013

Key exposure is a major threat to secure cryptosystems. To mitigate the impact caused by key-compromise attacks, a key-insulated cryptographic mechanism is a better alternative. For securing the large message communication in peer-to-peer networks, in this paper, we propose the first novel identity-based key-insulated encryption (IB-KIE) scheme with message linkages. Our scheme has the properties of unbounded time periods and random-access key-updates. In the proposed scheme, each client can periodically update his private key while the corresponding public one remains unchanged. The essential security assumption of our proposed scheme is based on the well-known bilinear Diffie-Hellman problem (BDHP). To ensure the practical feasibility, we also formally prove that the proposed scheme achieves the security requirement of confidentiality against indistinguishability under adaptive chosen-ciphertext attacks (IND-CCA2) in the random oracle model.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.213-219
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• 2020

Studies related to Electronic Word-of-Mouth (eWOM) show that the acceptance of eWOM information is an important factor in customer purchase decisions. When consumers accept eWOM information, they tend to use that information in considering before making purchase decisions. In Viet Nam, there are few studies about eWOM information, especially on the acceptance of eWOM information. Research is conducted to test the influence of consumers on the perception of the senders' identity to the acceptance of online reviews (a kind of eWOM) in Viet Nam - a case study in Ho Chi Minh City. Using adjustment techniques, inspecting the scales and a theoretical model represent the relationship among the influential factors. The research is based on a sample of 522 consumers who use the Internet to search for product reviews before buying and used Structural Equation Modeling (SEM) to test the relationships among the variables. The research results show that the scales of the variables: Message Quality, Source Credibility, Perceived Message Usefulness, Perceived Senders' Identity, Perceived Message Credibility, Message Acceptance attain the validity and reliability in the research. The research contributes to the understanding of the determinants that influence the acceptance of eWOM information, which are informational factors, and factors related to consumer skepticism.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권5호
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• pp.1904-1919
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• 2015

Deniable authentication protocol allows a sender to deny his/her involvement after the protocol run and a receiver can identify the true source of a given message. Meanwhile, the receiver has no ability to convince any third party of the fact that the message was sent by the specific sender. However, most of the proposed protocols didn't achieve confidentiality of the transmitted message. But, in some special application scenarios such as e-mail system, electronic voting and Internet negotiations, not only the property of deniable authentication but also message confidentiality are needed. To settle this problem, in this paper, we present a non-interactive identity-based deniable authenticated encryption (IBDAE) scheme using pairings. We give the security model and formal proof of the presented IBDAE scheme in the random oracle model under bilinear Diffie-Hellman (BDH) assumption.

• 전자공학회논문지
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• 제50권6호
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• pp.167-172
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• 2013

최근 Biswas등은 신원기반의 대리서명을 사용한 차량통신망 메시지 인증 프로토콜을 제안하였다. 저자들은 제안된 인증기법이 대리 서명키에 대한 안전성, 메시지 위조 및 재전송 공격에 대한 안전성, 부인방지 서비스, 대리 서명키 노출에 대한 저항성 등에 대한 안전성을 제공한다고 주장하였다. 본 논문에서는 Biswas등이 제안한 프로토콜에서 위임 받지 않은 임의의 공격자가 원 서명자의 비밀키에 대한 정보 없이 메시지 전달자의 대리 서명키를 계산할 수 있음을 보인다. 이것은 Biswas등이 제안한 메시지 인증 프로토콜은 저자들의 주장과는 달리 안전하지 않음을 의미한다. 또한, 본 논문에서는 이를 해결할 수 있는 개선된 프로토콜을 제시한다.

• 디지털융복합연구
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• 제12권6호
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• pp.105-114
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• 2014

본 연구는 최근 기업과 소비자들에게 이슈화되고 있는 크로스 광고모델 효과를 살펴보았다. 실험설계는 모델 유형(2)${\times}$제품의 성 정체성(2)${\times}$광고메시지 소구형태(2) 요인설계이다. 연구결과 첫째, 광고 모델유형에 따른 광고 인지반응은 일반 모델보다 크로스 모델의 회상지수가 더 높게 나타났다. 둘째, 제품의 성 정체성에 따른 광고 인지반응은 남성제품보다 여성제품에서 회상지수가 더 높게 나타났다. 셋째, 광고주목도 변량분석결과 모델 유형과 메시지 소구유형은 각각 주 효과가 확인되었다. 또한 모델의 유형과 제품의 성 정체성, 모델유형과 메시지 소구유형에서 상호작용효과가 확인되었다. 끝으로, 모델 제품 적합도를 분석결과, 모델유형과 제품의 성 정체성 그리고 메시지 소구유형에는 주 효과가 확인되었다. 이상의 결과는 광고효과를 효율적으로 증진시키기 위한 모델전략에 의미 있는 결과를 확인하였다는 것에 의의를 두고자 한다.

• IEIE Transactions on Smart Processing and Computing
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• 제2권2호
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• pp.57-66
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• 2013

Wireless Sensor Networks consist of small, inexpensive, low-powered sensor nodes that communicate with each other. To achieve a low communication cost in a resource constrained network, a novel concept of signcryption has been applied for secure communication. Signcryption enables a user to perform a digital signature for providing authenticity and public key encryption for providing message confidentiality simultaneously in a single logical step with a lower cost than that of the sign-then-encrypt approach. Ring signcryption maintains the signer's privacy, which is lacking in normal signcryption schemes. Signcryption can provide confidentiality and authenticity without revealing the user's identity of the ring. This paper presents the security notions and an evaluation of an ID-based ring signcryption scheme for wireless sensor networks. The scheme has been proven to be better than the existing schemes. The proposed scheme was found to be secure against adaptive chosen ciphertext ring attacks (IND-IDRSC-CCA2) and secure against an existential forgery for adaptive chosen message attacks (EF-IDRSC-ACMA). The proposed scheme was found to be more efficient than scheme for Wireless Sensor Networks reported by Qi. et al. based on the running time and energy consumption.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제8권11호
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• pp.4203-4225
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• 2014

Fuzzy identity-based cryptography introduces the threshold structure into identity-based cryptography, changes the receiver of a ciphertext from exact one to dynamic many, makes a cryptographic scheme more efficient and flexible. In this paper, we propose the first fuzzy identity-based signcryption scheme in lattice-based cryptography. Firstly, we give a fuzzy identity-based signcryption scheme that is indistinguishable against chosen plaintext attack under selective identity model. Then we apply Fujisaki-Okamoto method to obtain a fuzzy identity-based signcryption scheme that is indistinguishable against adaptive chosen ciphertext attack under selective identity model. Thirdly, we prove our scheme is existentially unforgeable against chosen message attack under selective identity model. As far as we know, our scheme is the first fuzzy identity-based signcryption scheme that is secure even in the quantum environment.

• 한국멀티미디어학회논문지
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• 제21권12호
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• pp.1448-1458
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• 2018

Vehicular Ad-Hoc Networks (VANETs) have become one of the active areas of research, standardization, and development because they have tremendous potentials to improve vehicle and road safety, traffic efficiency, and convenience as well as comfort to both drivers and passengers. However, message trustfulness is a challenge because the propagation of false message by malicious vehicles induces unreliable and ineffectiveness of VANETs, Therefore, we need a reliable reputation method to ensure message trustfulness. In this paper, we consider a vulnerability against the Sybil attack of the previous reputation systems based on blockchain and suggest a new reputation system which resists against Sybil attack on the previous system. We propose an initial authentication process as a countermeasure against a Sybil attack and provide a reliable reputation with a cooperative message delivery to cope with message omission. In addition, we use Homomorphic Commitment to protect the privacy breaches in VANETs environment.

• 유통과학연구
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• 제15권10호
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• pp.5-14
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• 2017

Purpose - This research aims to find the moderation roles of power states in the effects of four message types (competence self-referencing, competence self-defining, warmth self-referencing, warmth self-defining) on brand attitude. Research design, data, and methodology - A restaurant brand was used as an experimental object, and 4(message types: warmth self-defining message, warmth self-referencing message, competence self-defining message, competence self-referencing message) × 2(power: high power and low power) between-subjects design was employed. Through on-line survey in Nepal, we collected a total of 240 individuals composed of eight experimental groups with 30 members in Nepal. Results - Consumers under low power state formed more positive brand attitude at the warmth self-defining message than any other types of message, while under high power condition, there are neither the attitude differences between competence self-referencing message and competence self-defining message, nor those between competence self-referencing message and warm self-defining message. The significant attitude differences showed between competence self-referencing message and warmth self-referencing message. Conclusions - This study contributes to the advertising theory development. Restaurant store marketers should deliver warmth self-defining message rather than the other three types of message to consumers under low power state, and they should not deliver warmth self-referencing message to consumers under high power state.