• Informatization Policy
• /
• v.21 no.4
• /
• pp.40-58
• /
• 2014

This study investigated how online information affected consumers' purchases at social commerce websites. In the online purchase process, consumers use two types of online information: user generated content(UGC) and vendor generated content(VGC). These information types may influence consumers'purchase intention differently because each information builds entity trust and content trust, which play mediation roles between online information and purchase intention. According to the analysis results, general transactional information and safe transaction information of VGC and reputation information of UGC significantly affected entity trust. But content trust was affected only from general transactional information of VGC. And entity trust significantly affected content trust as well as purchase intention. These findings imply that social commerce vendors should focus mainly on entity trust for enhancing consumers' purchase intention. To achieve this objective, in the short term perspective, they should endeavor how to enhance general transaction information and safe transaction information qualities because these information types are easily controlled and improved by vendors. In the long term perspective, they should focus on reputation formation because reputation takes long time.

• Journal of the Korean Institute of Intelligent Systems
• /
• v.16 no.1
• /
• pp.61-65
• /
• 2006

This paper is concerned with a quantitative computational trust model which lakes into account multiple evaluation criteria and uses the recommendation from others in order to get the trust value for entities. In the proposed trust model, the trust for an entity is defined as the expectation for the entity to yield satisfactory outcomes in the given situation. Once an interaction has been made with an entity, it is assumed that outcomes are observed with respect to evaluation criteria. When the trust information is needed, the satisfaction degree, which is the probability to generate satisfactory outcomes for each evaluation criterion, is computed based on the outcome probability distributions and the entity's preference degrees on the outcomes. Then, the satisfaction degrees for evaluation criteria are aggregated into a trust value. At that time, the reputation information is also incorporated into the trust value. This paper presents in detail how the trust model works.

• The KIPS Transactions:PartB
• /
• v.13B no.7 s.110
• /
• pp.633-642
• /
• 2006

In the Internet environment many interactions between many users and unknown users take place and it is usually rare to have the trust information about others. Due to the lack of trust information, entities have to take some risks in transactions with others. In this perspective, it is crucial for the entities to be equipped with functionality to accumulate and manage the trust information on other entities in order to reduce risks and uncertainty in their transactions. This paper is concerned with a quantitative computational trust model which takes into account multiple evaluation criteria and uses the recommendation from others in order to get the trust for an entity. In the proposed trust model, the trust for an entity is defined as the expectation for the entity to yield satisfactory outcomes in the given situation. Once an interaction has been made with an entity, it is assumed that outcomes are observed with respect to evaluation criteria. When the trust information is needed, the satisfaction degree, which is the probability to generate satisfactory outcomes for each evaluation criterion, is computed based on the empirical outcome outcome distributions and the entity's preference degrees on the outcomes. Then, the satisfaction degrees for evaluation criteria are aggregated into a trust value. At that time, the reputation information is also incorporated into the trust value. This paper also shows that the model could help the entities effectively choose other entities for transactions with some experiments in e-commerce.

• The Korean Journal of Franchise Management
• /
• v.12 no.4
• /
• pp.41-54
• /
• 2021

Purpose: Delivery food orders are on the rise due to the COVID 19 pandemic. Many customers are ordering food through delivery apps rather than visiting restaurants to eat out. Delivery application platforms are growing due to the development of O2O. Most of the people who provide gig worker for delivery applications are rider. Rider provides labor on their own terms and have more work flexibility and autonomy than ordinary workers. Trust can be transferred from a well-known entity to an unknown entity. From the customer's point of view of using the delivery application, trust can be seen through the third-party trust of the delivery application platform-rider-customer. Therefore, this study intends to investigate the effect on delivery application trust and rider trust through the well-known characteristics of delivery applications. Research design, data, and methodology: This study was conducted on Korean consumers over 20 years of age who have ordered food through a delivery application for the past month. After educating 5 investigators about the purpose of this study, 60 copies of the survey were conducted per person. During the investigation period, from September 2 to September 26, 2021, 322 copies were collected over 25 days. Among the collected questionnaires, 37 were excluded from insincere or partially unanswered, and 285 were used for analysis. In addition, the collected data were analyzed using SPSS 25.0 and AMOS 25.0. Result: As a result of the study, convenience, price, and variety of restaurants were found to have a significant positive (+) effect on app trust, but design did not have a significant effect on app trust. Also, it was found that convenience had a significant positive (+) effect on trust in rider, but design, price, and variety of restaurants did not have a significant effect. App trust was found to have a significant positive (+) effect on rider trust and intention to use, and it was found to have a significant positive (+) effect on rider trust and intention to use. Conclusions: First, this study established a structural framework between delivery application characteristics-delivery-app trust-rider trust-intention to use. Second, in this study, it was found that customer trust in well-known delivery applications was transferred to less-known rider trust. Third, the delivery application should increase the convenience of use. Fourth, delivery application should set the delivery fee appropriately. Fifth, delivery application must continuously train the rider.

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

• International Commerce and Information Review
• /
• v.9 no.1
• /
• pp.3-21
• /
• 2007

The explosive growth of e-marketplace transactions requires an appropriate trust measuring framework to protect involving transacting entities such as buyers and sellers. As a strategic competitive edge, e-marketplace service providers have been adopting various system features that make sure no one transacting entity takes a major risk in online transactions involved. In this paper, an improved trust measuring method using fuzzy theory for an e-marketplace is proposed. The proposed methodology incorporates fuzzy set and calculation concepts to help build trust matrices and models, which are used to measure the level of risk involved in a specific e-marketplace transaction concerned. The proposed framework can be utilized to optimize the transaction costs by recommending a differentiated transaction process according to the risk level involved in each online transaction.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.10 no.2
• /
• pp.914-934
• /
• 2016

In the mobile distributed environment, an entity may move across domains with great frequency. How to utilize the trust information in the previous domains and quickly establish trust relationships with others in the current domain remains a challenging issue. The classic trust models do not support cross-domain and the existing cross-domain trust models are not in a fully distributed way. This paper improves the outstanding Certified Reputation (CR) model and proposes a Lightweight Cross-domain Trust (LCT) model for the mobile distributed environment in a fully distributed way. The trust certifications, in which the trust ratings contain various trust aspects with different interest preference weights, are collected and provided by the trustees. Furthermore, three factors are comprehensively considered to ease the issue of collusion attacks and make the trust certifications more accurate. Finally, a cross-domain scenario is deployed and implemented, and the comprehensive experiments and analysis are conducted. The results demonstrate that our LCT model obviously outperforms the Bayesian Network (BN) model and the CR model in our cross-domain scenario, and significantly improves the successful interaction rates of the honest entities without increasing the risks of interacting with the malicious entities.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.28 no.2
• /
• pp.17-33
• /
• 2003

The explosive growth of the internet-based transactions requires not only a secure payment system but also an appropriate trust measuring methodology and secure transaction protocols to guarantee the minimal risk for the transacting entities involved in specific transactions. Especially, in internet auction systems where either buyers or sellers or both can be more than one in one transaction, providing those systems that make sure no one transacting entity takes a major risk becomes critical. In this paper, an improved trust measuring method using a relationship-based internet community for an auction system is proposed. The proposed system incorporates fuzzy set and calculation concepts to help build trust matrices and models, which is used to measure the level of risk involved in a specific auction trade concerned. Also, to optimize the auction trade process in terms of cost and time, the proposed system recommends a differentiated trade protocol according to the risk level involved in each auction trade. To test the appropriateness of the proposed trusted auction system, a prototype system has been developed under a Windows-NT environment.

• Journal of the Korea Society of Computer and Information
• /
• v.10 no.6 s.38
• /
• pp.239-252
• /
• 2005

Ubiquitous Sensor Network(USN) , the core technology for the Ubiquitous environments ,must be operated in the restrictive battery capacity and computing. From this cause, USN needs the lightweight design for low electric energy and the minimum computing. The previous mutual authentication. based on J$\emptyset$sang's trust model, in USN has a character that makes the lightweight mutual authentication possible in conformity with minimum computing. But, it has an imperfection at the components of representing the trust from a lightweight point of view. In this paper, we improve on the J$\emptyset$sang's trust model to apply a lightweight mutual authentication in USN. The proposed trust model in USN defines the trust information with the only degree of trust-entity(x)'s belief. The defined trust information has a superiority over the J$\emptyset$sang's trust model from a computing Point of view. because it computes information by Probability and logic operation(AND).

• Journal of the Korea Institute of Information Security & Cryptology
• /
• v.32 no.6
• /
• pp.1069-1080
• /
• 2022

Zero trust, which means never trust anything before verifying it, is emerging as a hot issue in security field. After authenticating users, zero trust establishes network boundaries so that only networks in the trusted range can be accessed. This concept is also consistent with the concept of SDP, which performs pre-verification and creates a network boundary with a dynamic firewall so that clients can access only as many as they have permission to connect. Therefore, we recommend the SDP model as an example of how zero trust can be achieved in a zero trust architecture. In this paper, we point out the areas where SDP needs to be modified for zero trust and suggest ways to overcome them. In addition, we propose an onboarding method, which is one of the processes for becoming an SDP entity, and present performance measurement results.