• Journal of Software Assessment and Valuation
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• v.15 no.2
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• pp.129-140
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• 2019

In the IoT environment, there is a huge amount of heterogeneous devices with limited capacity. Existing trust evaluation methods are not adequate to accommodate this requirement due to the limited storage space and computational resources. In addition, since IoT devices are mainly human operated devices, the trust evaluation should reflect the social relations among device owners. There is also a need for a mechanism that reflects the tendency of the trustor and environmental factors. In this paper, we propose an adaptable trust evaluation method for SOA-based IoT system to deal with these issues. The proposed model is designed to minimize the confidence bias and to dynamically respond to environmental changes by combining direct evaluation and indirect evaluation. It is expected that it will be possible to secure trust through quantitative evaluation by providing feedback based on social relationships.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.5 no.11
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• pp.2254-2271
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• 2011

Access control in dynamic environments needs the ability to provide more access opportunities of information to users, while also ensuring protection information from malicious users. Trust and risk are essential factors and can be combined together in access control decision-making to meet the above requirement. In this paper, we propose the combination of the trust and risk in access control to balance information accessibility and protection. Access control decision is made on the basis of trustworthiness of users and risk value of permissions. We use potential relations between users and relations between permissions in access control. Our approach not only provides more access opportunities for trustworthy users in accessing permissions, but also enforces traditional access control constraints such as Chinese Wall policy and Separation of Duty (SoD) of Role-Based Access Control (RBAC) model in an effective way.

• Journal of the East Asian Society of Dietary Life
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• v.25 no.5
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• pp.922-931
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• 2015

To investigate and analyze the influence of trust on consumer satisfaction in rice cake cafe menus using domestically grown food ingredients, this study divided selection attributes of rice cake cafe menus into safety, nutrition, ethicality and marketability through an exploratory factor analysis and analyzed reliability and correlation among these variables. As a result, these four factors were adopted as selection factors, and the results of the correlation analysis among the variables showed that the four factors were statistically correlated with trust and customer satisfaction. The result of validity and reliability testing on consumer trust showed that the menus were reliable and trustworthy as they had been made using domestically grown agricultural products. Analysis of how cafe selection attributes affect trust showed that the these variables had a significantly positive influence on trust in the order of safety, marketability, nutrition, and ethicality. The influence of the selection attributes on customer satisfaction was statistically significant, and the independent variables had a significantly positive influence on trust in the order of marketability, ethicality, safety, and nutrition. In verifying the mediation effect of trust on customer satisfaction, the four factors of rice cake cafe selection attributes had statistically significant mediation effects.

• The KIPS Transactions:PartC
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• v.18C no.6
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• pp.389-396
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• 2011

Recently, researches on the shared authentication based on single sign-on have been actively performed so as to solve the problems of current service provider-centric and isolated Internet authentications, including low usability, high cost structure, and difficulty in privacy protection. In order for the shared authentication model, where the authentications of an authentication provider are shared by several Internet service providers, to be accepted in real Internet environment, trustworthiness among users, service providers, and authentication providers on the level of authentication assurance and the level of authentication information protection is necessarily required. This paper proposes a framework for trustworthy and privacy-protected shared authentication protocol based on the user-centric operation and open trust provider network. The proposed framework is differentiated from previous works in the points that it is able to provide interoperable shared authentication services on the basis of open trust infrastructure.

• Journal of Information Technology Applications and Management
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• v.30 no.5
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• pp.83-105
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• 2023

The purpose of this study was to investigate the impact of investment fund attributes such as fund product characteristics, returns on fund investment (ROI), internal controls, and after service on fund investor behavior based on investment information technology. In addition, we also examined how customers reinvest through emotional immersion, company trust and company satisfaction of investment firms in the context of fund investment. First, empirical results show that fund product characteristics, returns on fund investment, and financial firms' internal controls and after service act as signals to fund investors to shape their reinvestment intentions. Second, while investors are generally perceived to be interested only in investment returns, this study also shows that they consider both fund product characteristics and fund investment returns, which are core attributes of funds, as well as financial firms' internal control and after service, which are non-core attributes. Third, we find that company trust is an important factor in investors' reinvestment intentions, showing that investors are more likely to reinvest in a fund if they perceive the financial firm to be trustworthy and reliable. Finally, these findings emphasize that investors consider not only tangible aspects of fund products, such as fund product characteristics and returns on fund investment, but also intangible factors, such as financial firms' internal control and after service, and trustworthiness. Taken together, another implication is that the more advanced the investment information technology of financial firms, the more trust, satisfaction, immersion, and reinvestment intentions of investors will increase.

• Asia pacific journal of information systems
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• v.23 no.4
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• pp.103-128
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• 2013

When a consumer needs a product or service and multiple sellers are available online, the process of selecting a seller to buy online from is complex since the process involves many behavioral dimensions that have to be taken into account. As a part of this selection process, consumers may set minimum trust expectation that can be used to screen out less trustworthy sellers. In the previous research, the level of consumers' trust expectation has been anchored on two important factors: product involvement and perceived risk. Product involvement refers to the extent to which a consumer perceives a specific product important. Thus, the higher product involvement may result in the higher trust expectation in sellers. On the other hand, other related studies found that when consumers perceived a higher level of risk (e.g., credit card fraud risk), they set higher trust expectation as well. While abundant research exists addressing the relationship between product involvement and perceived risk, little attention has been paid to the integrative view of the link between the two constructs and their impacts on the trust expectation. The present paper is a step toward filling this research gap. The purpose of this paper is to understand the process by which a consumer chooses an online merchant by examining the relationships among product involvement, perceived risk, trust expectation, and intention to buy from an e-tailer. We specifically focus on the mediating role of perceived risk in the relationships between enduring product involvement and the trust expectation. That is, we question whether product involvement affects the trust expectation directly without mediation or indirectly mediated by perceived risk. The research model with four hypotheses was initially tested using data gathered from 635 respondents through an online survey method. The structural equation modeling technique with partial least square was used to validate the instrument and the proposed model. The results showed that three out of the four hypotheses formulated were supported. First, we found that the intention to buy from a digital storefront is positively and significantly influenced by the trust expectation, providing support for H4 (trust expectation ${\rightarrow}$ purchase intention). Second, perceived risk was found to be a strong predictor of trust expectation, supporting H2 as well (perceived risk ${\rightarrow}$ trust expectation). Third, we did not find any evidence of direct influence of product involvement, which caused H3 to be rejected (product involvement ${\rightarrow}$ trust expectation). Finally, we found significant positive relationship between product involvement and perceived risk (H1: product involvement ${\rightarrow}$ perceived risk), which suggests that the possibility of complete mediation of perceived risk in the relationship between enduring product involvement and the trust expectation. As a result, we conducted an additional test for the mediation effect by comparing the original model with the revised model without the mediator variable of perceived risk. Indeed, we found that there exists a strong influence of product involvement on the trust expectation (by intentionally eliminating the variable of perceived risk) that was suppressed (i.e., mediated) by the perceived risk in the original model. The Sobel test statistically confirmed the complete mediation effect. Results of this study offer the following key findings. First, enduring product involvement is positively related to perceived risk, implying that the higher a consumer is enduringly involved with a given product, the greater risk he or she is likely to perceive with regards to the online purchase of the product. Second, perceived risk is positively related to trust expectation. A consumer with great risk perceptions concerning the online purchase is likely to buy from a highly trustworthy online merchant, thereby mitigating potential risks. Finally, product involvement was found to have no direct influence on trust expectation, but the relationship between the two constructs was indirect and mediated by the perceived risk. This is perhaps an important theoretical integration of two separate streams of literature on product involvement and perceived risk. The present research also provides useful implications for practitioners as well as academicians. First, one implication for practicing managers in online retail stores is that they should invest in reducing the perceived risk of consumers in order to lower down the trust expectation and thus increasing the consumer's intention to purchase products or services. Second, an academic implication is that perceived risk mediates the relationship between enduring product involvement and trust expectation. Further research is needed to elaborate the theoretical relationships among the constructs under consideration.

• The KIPS Transactions:PartC
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• v.16C no.2
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• pp.143-150
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• 2009

In trust-based networks, it is very important how to decide a node is trustworthy when one node performs communications with other node. In current networks based on trust, a node creates a new trust value from observation and then establishes an intercommunication path through the process of evaluating a targeted communication node. In our paper, we propose four trust models in which a new node enters a cluster and finds a target node to create a communication in ad-hoc networks. The proposed models have been classified according to the existence of reputation server and the trust evaluation functions. Through the proposed model, we found that new node finds target node more quickly in which there exists a reputation server in the cluster and considers neighbor node's recommendation as well as own experience information when calculates trust values. As our performance analysis, we focus the communication delay time to generate a final trust value for each trust model.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.1
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• pp.38-59
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• 2022

Web services instances can be classified into two categories, namely trusted and untrusted from users. A web service with high throughput (TP) and low response time (RT) instance values is a trusted web service. Web services are not trustworthy due to the mismatch in the guaranteed instance values and the actual values achieved by users. To perform web services selection from users' attained TP and RT values, we need to verify the correct prediction of trusted and untrusted instances from invoked web services. This accurate prediction of web services instances is used to perform the selection of web services. We propose to construct fuzzy rules to label web services instances correctly. This paper presents web services selection using a well-known machine learning algorithm, namely REPTree, for the correct prediction of trusted and untrusted instances. Performance comparison of REPTree with five machine learning models is conducted on web services datasets. We have performed experiments on web services datasets using a ten k-fold cross-validation method. To evaluate the performance of the REPTree classifier, we used accuracy metrics (Sensitivity and Specificity). Experimental results showed that web service (WS1) gained top selection score with the (47.0588%) trusted instances, and web service (WS2) was selected the least with (25.00%) trusted instances. Evaluation results of the proposed web services selection approach were found as (asymptotic sig. = 0.019), demonstrating the relationship between final selection and recommended trust score of web services.

• Journal of Software Assessment and Valuation
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• v.15 no.1
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• pp.123-131
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• 2019

The Internet of Things (IoT) environment must be able to meet the needs of users by providing access to various services that can be used to develop diverse user applications. However, QoS issues arise due to the characteristics of the IoT environment, such as numerous heterogeneous devices and potential resource constraints. In this paper, we propose a QoS prediction method that reflects trust between users in SOA based IoT. In order to increase the accuracy of QoS prediction, we analyze the trust and distrust relations between users and identify similarities among users and predict QoS based on them. The centrality is calculated to enhance trust relationships. Experimental results show that QoS prediction can be improved.

• The Journal of Information Systems
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• v.31 no.2
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• pp.137-158
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• 2022

Purpose As artificial intelligence voice agents (AIVA) have been widely adopted in services, diverse forms of their voices, which are the main interface with users, have been experimented. The purpose of this study is to examine how users evaluate vocal characteristics (gender, voice pitch, and voice pace) of AIVA, depending on prior research on human voice attractiveness. Design/methodology/approach This study employed an experimental survey which 516 participated in. Each participant was randomly assigned into one of eight situations (e.g., male - higher pitch - faster pace) and listened a AIVA voice sample, which introduce weather information. Next, a participant answered three consequence factors (attractiveness, trust, and anthropomorphism). Findings The results reveal that female voices of AIVA were perceived as more attractive and trustworthy than male voices. As far as voice pitch goes, while lower-pitch voices were preferred in female voices, higher-pitch voices were preferred in male voices. Finally, faster voices of AIVA were more attractive than slower voices.