• Journal of Venture Innovation
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• v.5 no.1
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• pp.59-73
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• 2022

Untact marketing is being activated due to COVID-19. As a result, live commerce, an untact seller, is also active in the e-commerce market. Therefore, in this study, we tried to find out what factors influence consumers when they purchase through live commerce. In particular, since consumers' trust and flow in live commerce platforms and products is important, their mediating effects were analyzed. The research model was established by deriving common variables among the characteristics of live commerce based on previous studies. An online survey was conducted for empirical analysis. 200 users who made at least one purchase in live commerce were analyzed. The study results are as follows. Among the characteristics of live commerce, entertainment, economics, professionality were found to have a positive (+) effect on purchase intention. On the other hand, ease of use did not significantly affect purchase intention. The influence was shown in the order of entertainment, professionality and economics. The mediating effect of trust was found to play a mediating role in that entertainment, economics, and professionality affect purchase intention. On the other hand, a significant mediating effect was not tested between ease of use and purchase intention. As for the mediating effect of flow, it was found that flow plays a mediating role in that entertainment and economics affect purchase intention. On the other hand, the mediating effect of flow in terms of ease of use and economics affecting purchase intention was not tested. As for the multiple mediating effect of flow and trust, the mediating effect of flow was stronger than the mediating effect of trust when entertainment had an effect on purchase intention. In terms of professionality affecting purchase intention, the mediating effect of flow was also stronger than the mediating effect of trust. On the other hand, it was analyzed that only trust had a mediating effect when economics had an effect on purchase intention. The results of this study empirically tested that entertainment, which is a fun and interesting factor of live commerce content, is the most important factor when consumers use live commerce. In addition, various results were derived, such as cases where trust and flow act as mediators at the same time or not at all. Practical implications can be found in that it provided a clue about what to prioritize in order to reach consumers for live commerce platform.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.9
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• pp.505-516
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• 2020

The purpose of the research is to identify antecedents of mobile wallet continuance intention in Vietnam. A self-administered questionnaire was distributed to collect data from a total of 276 respondents. Partial least squares structural equation modeling was employed for analyzing the data. Five mobile wallet features - mobile application quality, mobile wallet familiarity, situational normality, payment security, and feedback mechanism - are introduced as fundamental elements, which influence customer' continuance intention to use mobile wallet in Vietnam. The results indicate that mobile quality application and familiarity can significantly influence perceived ease-of-use (PEOU) and perceived usefulness (PU), but situational normality has an impact only on PEOU. PEOU and PU are positively related to satisfaction. On the other hand, payment security and feedback mechanism affect positively customer' trust. As a result, the positive effects that satisfaction and trust have on electronic wallet continuance intention are confirmed. The findings can be used to advise mobile wallet providers to improve their platform design and services to retain users. As a theoretical contribution, this study combines the Technology Acceptance Model, Unified Theory of Acceptance and Use of Technology to investigate the key determinants on continuance intention in the context of electronic wallet in Vietnam.

• Korean Journal of Organic Agriculture
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• v.28 no.3
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• pp.315-334
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• 2020

This study was conducted to analyze factors affecting acceptance of smart farm technology. Smart farm technology is rapidly being introduced to agriculture in accordance with the progress of the 4th Industrial Revolution, but research on this is still little. Therefore, in this study, based on the unified theory of acceptance and use of technology (UTAUT), a research model reflecting the characteristics of smart farm technology was constructed. To test this, empirical analysis was performed. A survey was conducted for students in smart farm technology education and adult male and female farmers who are currently planning to operate smart farms. Valid 204 sample were used for analysis. The hypothesis test was based on multiple regression analysis using SPSS 24 statistical package. For the mediating effect and moderating effect, Process Macro 3.4 based on the regression equation was used. The results of testing the hypothesis are as follows. First, in the causal hypothesis test, it was shown that performance expectancy, social influence and price value have a significant positive effect on the intention to use smart farm technology. On the other hand, effort expectancy, facilitating conditions were not tested for a significant influence on the use of smart farm technology. As a result of analyzing the mediating effect of trust, it was found that trust plays a mediating role between performance expectancy, effort expectancy, social influence, facilitating conditions, price value and intention to use smart farm technology. In particular, the effort expectancy has not been tested for a direct significant effect on intention to use smart farm technology, but it has been shown to have an impact through trust. Trust was found to be a full mediating between the effort expectancy and the intention to use the smart farm technology. The current IT level of prospective users has been shown to play a moderating role between performance expectancy, facilitating conditions and intention to use smart farm technology. In particular, the IT level was found to strengthen the relationship between performance expectancy and intention to use smart farm technology. Based on the results of these studies, academic and practical implications were suggested.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.3
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• pp.81-95
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• 2023

In this study, the effect of platform selection attributes on customer satisfaction by mediating supplier trust for agrifood platform users was analyzed. The sub-variables of the selection attribute were classified into diversity, convenience, information, commerciality, and interactivity. The collected 190 questionnaires, SPSS v24.0 and Process macro 4.0 were used for empirical analysis. As a result of the analysis, first, it was found that information, commerciality, and interactivity affect supplier trust in a positive direction, and diversity and convenience do not affect supplier trust. Second, it was confirmed that supplier trust had a significant positive effect on customer satisfaction. Third, convenience, information, commerciality, and interactivity were found to affect customer satisfaction in a positive direction, and diversity did not affect customer satisfaction. It was tested to mediate between informational, commercial, interactivity and customer satisfaction. These results suggest that the platform's informativeness, commerciality, and interactivity can increase customer satisfaction by increasing supplier trust. As a follow-up study, it is recommended that the analysis of moderated mediating effects by the conditional process model including moderating variables or research to discover third mediator(s) other than the supplier trust used in the study is needed.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.13 no.4
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• pp.71-84
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• 2003

Self-certified public keys need not be accompanied with a separate certificate to be authenticated by other users because the public keys are computed by both the authority and the user. At this point, verifiable self-certified public keys are proposed that can determine which is wrong signatures or public keys if public keys are used in signature scheme and then verification of signatures does not succeed. To verify these public keys, key generation center's public key trusted by users is required. If all users trust same key generation center, public keys can be verified simply. But among users in different domains, rusty relationship between two key generation centers must be accomplished. In this paper we propose inter-domain verifiable self-certified public keys that can be verified without certificate between users under key generation centers whose trusty relationship is accomplished. Also we present the execution of signature and key distribution between users under key generation centers use different public key parameters.

• The KIPS Transactions:PartC
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• v.14C no.3 s.113
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• pp.221-228
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• 2007

For the usage of the different standard technology among DRM vendors, the DRM technologies in today could not guarantee the interoperability between the digital contents and digital devices. While users have been guaranteed the protection of contents, they have to put up with the limitation and inconvenience. The Superdistribution methods that InterTrust has proposed is the content distribution technology which is possible to use the content only by the user authentication with the license regardless of the acquisition of the DRM contents. However, it need a additional license with re-authentication from DRM server when the original contents need to be moved to other devices from the own device. In this paper, to reduce the inconveniences of re-authentication and re-issue procedures of the license and continually to protect the rights of contents on the offline, we propose the DRM system that creates domain between home devices and enable users to freely transfer contents with the domain.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.13 no.12
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• pp.6214-6242
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• 2019

Routing in mobile ad hoc networks is performed in a distributed fashion where each node acts as host and router, such that it forwards incoming packets for others without relying on a dedicated router. Nodes are mostly resource constraint and the users are usually inclined to conserve their resources and exhibit selfish behaviour by not contributing in the routing process. The trust and reputation models have been proposed to motivate selfish nodes for cooperation in the packet forwarding process. Nodes having bad trust or reputation are detected and secluded from the network, eventually. However, due to the lack of proper identity management and use of non-persistent identities in ad hoc networks, malicious nodes can pose various threats to these methods. For example, a malicious node can discard the bad reputed identity and enter into the system with another identity afresh, called whitewashing. Similarly, a malicious node may create more than one identity, called Sybil attack, for self-promotion, defame other nodes, and broadcast fake recommendations in the network. These identity-based attacks disrupt the overall detection of the reputation systems. In this paper, we propose a reputation-based scheme that detects selfish nodes and deters identity attacks. We address the issue in such a way that, for normal selfish nodes, it will become no longer advantageous to carry out a whitewash. Sybil attackers are also discouraged (i.e., on a single battery, they may create fewer identities). We design and analyse our rationale via game theory and evaluate our proposed reputation system using NS-2 simulator. The results obtained from the simulation demonstrate that our proposed technique considerably diminishes the throughput and utility of selfish nodes with a single identity and selfish nodes with multiple identities when compared to the benchmark scheme.

• Journal of KIISE:Computer Systems and Theory
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• v.30 no.2
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• pp.78-92
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• 2003

In related to mobile communication environment, many researchers have studied problems concerning current locations of mobile users and exposure of their movements in the privacy aspect so far [1,2,3,4,5,6,7,8,9]. Among them, Kesdogan and Pfitzmann [3,6] proposed effective solutions using temporary pseudonym identification, called TP(Temporary Pseudonym ) to solve them. After that, Kesdogan et al. proposed an improved method protecting mobile users from some types of attacks of network providers in [8]. However, among their methods, in particular the method, attaching the other new device (so-called Reachability Manager) to system against active attack of network providers, is alterative rather than practical and is not clear. Moreover, it requires the other cost and overhead. Therefore we propose a practical method against active attack of network providers without attaching new device in original environments. The basie idea of proposed method is to protect a fraud act of network provider as a inside user by exchanging a secret information, which only users and network providers know, via network provider between mobile user and the trusted third party (so-called Trust Device). Moreover, we introduce a new payment protocol which applied our method.

• Journal of the Korea Convergence Society
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• v.9 no.10
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• pp.209-215
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• 2018

The level of cultural enjoyment in Korea has improved every year, but the culture that the general public possesses artworks has not developed so much. Most artwork trading systems, from traditional ones to the latest blockchain-based ones, are designed for expensive artwork trading and are hardly accessible to the general public. In this paper, we propose a blockchain-based artwork trading system that can improve the culture of the general public's art collection and contribute to the popularization of fine art. The proposed system consists of three interacted blockchains for identification, artwork registration and smart contract. The proposed system utilizes the advantages of the blockchain system for users to provide trust to each other, and introduces the concept of art notebook for artists to build trust in their own artwork. Since the proposed system builds a trust system through participants rather than experts or external organizations, it can reduce the cost of trading and deal with artworks that can be owned by the general public.

• Journal of the Korean Operations Research and Management Science Society
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• v.29 no.2
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• pp.97-116
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• 2004

Recently, e portion of on-line stock brokerage has been rapidly increased to be more than 50%, on the basis of contracted money. The usage of wCTS(Web Based Cyber Trading Systems) has now got into the steady state over the initial diffusion stage, which means wCTS has got more-than-half customer base in on-line service. Therefore, brokerage service providers have their competitive strategic focus on customer retention through the enhancement of customer loyalty. This study provides framework and survey results on explanation of wCTS user's loyalty, what and how factors affect wCTS user's loyalty. We adopt the results of early studies on information technology acceptance and diffusion such as TAM(Technology Acceptance Model) and IDT(Innovation Diffusion Theory). We also referred loyalty theory of marketing area and studios on CTS usage. We categorized explanation factors as three groups characteristics of users, characteristics of system, social environment. And we assumed that these three factors could affect the loyalty through two parameters : customer satisfaction and trust to the system. This study firstly shows that the ease of use and usefulness, the major factors of TAM. can also be applied to the loyalty of wCTS with resulting that the usefulness is more important than the ease of use In wCTS. Secondly, it shows that the innovative and risk-sensitive user has the lower degree of loyalty. Thirdly, it shows that the satisfaction and trust impact the loyalty simultaneously, the trust particularly impacts more strongly than the loyalty, due to the characteristics of monetary transaction in wCTS. This study provides meaningful results to the other on-line EC service fields as a first empirical research regarding the loyalty to wCTS which is a typical on-line EC service.