• KSII Transactions on Internet and Information Systems (TIIS)
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• v.8 no.1
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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.

• The Journal of Information Systems
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• v.19 no.4
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• pp.65-85
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• 2010

The importance of communities of practice(CoP) as an organizational informal unit for fostering knowledge transfer and sharing gains a lot of attention from KM researchers and practitioners. Since most of CoPs are formulated online these days, the credibility or trustworthiness of knowledge contents circulated within a certain CoP should be considered thoroughly for them to be fully utilized safely. Here comes the need for an appropriate trust measuring methodology to determine the true value of knowledge given by unknown people through an online channel. In this paper, an improved trust measuring method is proposed using new trust variables such as level of degrees derived from the relationships among community users. In addition, activeness, relevance, and usefulness of the knowledge contents themselves, which are calculated automatically using a text categorization technique, are also used for trust measurement. The proposed framework incorporates fuzzy set and calculation concepts to help build trust matrices and models, which are used to measure the level of trust involved in specific knowledge artifacts concerned.

• Journal of Electrical Engineering and Technology
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• v.3 no.4
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• pp.451-459
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• 2008

Accurate load modeling is essential for power system static and dynamic analysis. By the nature of the problem of parameter estimation for power system load modeling using actual measurements, multiple local optimal solutions may exist and local methods can be trapped in a local optimal solution giving possibly poor performance. In this paper, Trust-Tech, a novel methodology for global optimization, is applied to tackle the multiple local optimal solutions issue in measurement-based power system load modeling. Multiple sets of parameter values of a composite load model are obtained using Trust-Tech in a deterministic manner. Numerical studies indicate that Trust-Tech along with conventional local methods can be successfully applied to power system load model parameter estimation in measurement-based approaches.

• Management & Information Systems Review
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• v.13
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• pp.163-188
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• 2003

Lack of trust is major reason for many company to take a cautions stance towards business-to-business electronic commerce. Especially innovative business models such as online business-to-business marketplaces face the lack of not only having to give their members and partners faith own capabilities and reliability, but also to ensure that the respective parties interacting through them have trust in each other. This paper is empirical study on the trust factors affecting the repurchase intentions in a B2B e-Marketplace by survey instrument based on Likert-style 5 point measurement scale. The objective of this paper is evaluation of relationship between repurchase intentions and trust. The focus of this paper is the antecedents and consequences of buyer trust in a B2B e-Marketplace, not trust intermediaries or in third parties that might mediate between the buyer and e-Marketplace. The findings of this study are expected to increase the awareness of B2B e-Commerce adopter and implementers about the importance of trust in e-commerce participation.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.7 no.7
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• pp.1569-1584
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• 2013

Ubiquitous interaction in a pervasive environment is the main attribute of smart spaces. Pervasive systems are weaving themselves in our daily life, making it possible to collect user information invisibly, in an unobtrusive manner by known and even unknown parties. Huge number of interactions between users and pervasive devices necessitate a comprehensive trust model which unifies different trust factors like context, recommendation, and history to calculate the trust level of each party precisely. Trusted computing enables effective solutions to verify the trustworthiness of computing platforms. In this paper, we elaborate Unified Trust Model (UTM) which calculates entity's trustworthiness based on history, recommendation, context and platform integrity measurement, and formally use these factors in trustworthiness calculation. We evaluate UTM behaviour by simulating in different scenario experiments using a Trust and Reputation Models Simulator for Wireless Sensor Networks. We show that UTM offers responsive behaviour and can be used effectively in the low interaction environments.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.939-947
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• 2020

The aim of this research was to empirical examine the influence of brand trust, perceived value on brand preference, and purchase intention for branded phones. The samples were gathered by a convenient sampling method. We collected data from 285 consumers who were visiting electronic supermarkets in Ho Chi Minh City, Vietnam. The measurement used a 5-point Likert scale ranging from 1=completely disagree, and 5=completely agree. PLS - Partial Least Squares method was performed to analyze the measurement model and the structural model. The study model was proposed from prior research. We had assessed the reliability of the scales through Cronbach's alpha and composite reliability. As well, we also had evaluated discriminant validity through the Fornell-Larcker criterion. The findings of the study demonstrated that brand trust had a significantly positive influence on brand preference. Likewise, the findings of the research also stated that brand trust had a positive impact on purchase intention. The results revealed that perceived value had a positive effect on brand preference. Furthermore, the outcomes show that perceived value had a positive influence on purchase intention as well. Furthermore, the findings of the research showed that brand preference had a positive effect on purchase intention.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.408-422
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• 2021

In this study, the relationship between trust and purchase intention, which is an outcome variable, was empirically verified by discovering the trust-forming factors of anti-aging products and developing measurement variables. In addition to the existing trust-forming factors such as perceived quality, perceived reputation, brand recognition, and customization, a newly discovered factor is 'accredited certification'. Since the anti-aging industry in Korea is an industry that directly affects consumer health, it was determined that the existing trust-forming factors had limitations in building consumer trust, and a new measure was discovered. This study conducted a survey on anti-aging product consumers and analyzed the solidity and relationship of the questions. As a result of the analysis, it was found that perceived quality, brand recognition, customization, and accredited certification among the anti-aging product trust-forming factors had a positive (+) effect on trust, and perceived reputation had a negative (-) effect on trust. appeared to affect It was found that there was a positive (+) effect between trust and purchase intention, which are the trailing variables. This study proved the meaningful relationship between trust-forming factors and trust by strategically developing and empirically and practically examining meaningful and effective trust-forming factors and measurement items. At the same time, this study is expected to significantly contribute to the establishment of marketing strategies related to anti-aging products in the future by discovering key factors for forming trust that are important for marketing in the anti-aging industry.

• Proceedings of the KSR Conference
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• 2007.05a
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• pp.1671-1674
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• 2007

A PSD system has a lot of characteristic for safety. Trust of performance test is very important. But PSD performance test has an effect on trust by proficiency of test staff because it is difficult to automate. In that specially the effort test, manual opening and shutting test and abrasion measurement, test staff is demanded for proficiency. Therefore the paper repeated measurement in same condition and studied proficient factor of examiner according to increased measurement counter. As a result, measurement uncertainty has improved.

• The Korean Journal of Franchise Management
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• v.14 no.1
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• pp.57-74
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• 2023

Purpose: As global interest in environmental issues increases, the demand for green products/services is increasing. Companies are establishing eco-friendly policies to meet the changing expectations of customers. Therefore, this study aims to analyze the effect of eco-friendly behavior and third-party certification on trust, satisfaction, and loyalty as well as the mediating role of satisfaction based on SOR and signaling theory. Research design, data and methodology: This study collected data from 501 respondents who visited restaurant and analyzed using measurement model with SPSS 28.0 and SmartPLS 4. Results: First, restaurants' eco-friendly behavior and third-party certification (TPC) positively influenced trust while these did not influence satisfaction. Second, trust positively influenced satisfaction. Third, trust and satisfaction positively influenced loyalty. Fourth, TPC had stronger impact on trust and satisfaction compared to eco-friendly behavior in female group while TPC had stronger impact on trust in male group. Conclusions: This study emphasized the importance of TPC over eco-friendly behavior. Restaurants should maintain pro-environmental behaviors such as reducing single-use items while obtaining TPC such as ISO and LEED certifications to increase customer trust. It also found the importance of trust and satisfaction in securing loyal customers. Restaurants should make efforts to build bonds with customers through authentic marketing such as events that encourage customer participation.

• Journal of Industrial Convergence
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• v.1 no.2
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• pp.33-52
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• 2003

This paper is empirical study on the trust factors affecting the repurchase intentions in a B2B e-Marketplace by survey instrument based on Likert-style 5 point measurement scale. The objective of this paper is evaluation of relationship between repurchase intentions and trust. The focus of this paper is the antecedents and consequences of buyer trust in a B2B e-Marketplace, not trust intermediaries or in third parties that might mediate between the buyer and e-Marketplace. The findings of this study are expected to increase the awareness of B2B e-Commerce adopter and implementers about the importance of trust in e-commerce participation.