• Asia pacific journal of information systems
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• v.21 no.4
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• pp.1-25
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• 2011

Internet-based commerce has undergone an explosive growth over the past decade as consumers today find it more economical as well as more convenient to shop online. Nevertheless, the shift in the common mode of shopping from offline to online commerce has caused consumers to have worries over such issues as private information leakage, online fraud, discrepancy in product quality and grade, unsuccessful delivery, and so forth, Numerous studies have been undertaken to examine the role of perceived risk as a chief barrier to online purchases and to understand the theoretical relationships among perceived risk, trust and purchase intentions, However, most studies focus on empirically investigating the effects of trust on perceived risk, with little attention devoted to the effects of perceived risk on trust, While the influence trust has on perceived risk is worth studying, the influence in the opposite direction is equally important, enabling insights into the potential of perceived risk as a prohibitor of trust, According to Pavlou (2003), the primary source of the perceived risk is either the technological uncertainty of the Internet environment or the behavioral uncertainty of the transaction partner. Due to such types of uncertainty, an increase in the worries over the perceived risk may negatively affect trust, For example, if a consumer who sends sensitive transaction data over Internet is concerned that his or her private information may leak out because of the lack of security, trust may decrease (Olivero and Lunt, 2004), By the same token, if the consumer feels that the online merchant has the potential to profit by behaving in an opportunistic manner taking advantage of the remote, impersonal nature of online commerce, then it is unlikely that the merchant will be trusted, That is, the more the probable danger is likely to occur, the less trust and the greater need to control the transaction (Olivero and Lunt, 2004), In summary, a review of the related studies indicates that while some researchers looked at the influence of overall perceived risk on trust level, not much attention has been given to the effects of different types of perceived risk, In this context the present research aims at addressing the need to study how trust is affected by different types of perceived risk, We classified perceived risk into six different types based on the literature, and empirically analyzed the impact of each type of perceived risk upon consumer trust in an online merchant and further its impact upon purchase intentions. To meet our research objectives, we developed a conceptual model depicting the nomological structure of the relationships among our research variables, and also formulated a total of seven hypotheses. The model and hypotheses were tested using an empirical analysis based on a questionnaire survey of 206 college students. The reliability was evaluated via Cronbach's alphas, the minimum of which was found to be 0.73, and therefore the questionnaire items are all deemed reliable. In addition, the results of confirmatory factor analysis (CFA) designed to check the validity of the measurement model indicate that the convergent, discriminate, and nomological validities of the model are all acceptable. The structural equation modeling analysis to test the hypotheses yielded the following results. Of the first six hypotheses (H1-1 through H1-6) designed to examine the relationships between each risk type and trust, three hypotheses including H1-1 (performance risk ${\rightarrow}$ trust), H1-2 (psychological risk ${\rightarrow}$ trust) and H1-5 (online payment risk ${\rightarrow}$ trust) were supported with path coefficients of -0.30, -0.27 and -0.16 respectively. Finally, H2 (trust ${\rightarrow}$ purchase intentions) was supported with relatively high path coefficients of 0.73. Results of the empirical study offer the following findings and implications. First. it was found that it was performance risk, psychological risk and online payment risk that have a statistically significant influence upon consumer trust in an online merchant. It implies that a consumer may find an online merchant untrustworthy if either the product quality or the product grade does not match his or her expectations. For that reason, online merchants including digital storefronts and e-marketplaces are suggested to pursue a strategy focusing on identifying the target customers and offering products that they feel best meet performance and psychological needs of those customers. Thus, they should do their best to make it widely known that their products are of as good quality and grade as those purchased from offline department stores. In addition, it may be inferred that today's online consumers remain concerned about the security of the online commerce environment due to the repeated occurrences of hacking or private information leakage. Online merchants should take steps to remove potential vulnerabilities and provide online notices to emphasize that their website is secure. Second, consumer's overall trust was found to have a statistically significant influence on purchase intentions. This finding, which is consistent with the results of numerous prior studies, suggests that increased sales will become a reality only with enhanced consumer trust.

• Journal of Internet Computing and Services
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• v.14 no.5
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• pp.101-117
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• 2013

As the number of online game user has been rapidly increased thanks to the recent vitalization of online contents market, not only new business opportunity but also the opportunity to create high profits have been provided as well. However, the increase of the number of online game user and the rapid expansion of the market evoke a cutthroat completion among online game service providers, and also high barriers to entry to online game market have been erected. Thus, what kinds of efforts need for the business success and sales increase in online game market? In lots of researches regarding online contents business, the deepening of loyalty was considered as a critical factor for the business success. According to the study on user's behavior in online environment, users would experience the Flow while using online service, and then, if they were in state of the Flow, they would use the service constantly. High customer loyalty to online game means high will to use the online game too. The purpose of this research was i) to examine what factors enable users to be naturally immersed in online game while playing it, ii) to examine what properties of online game can make game more interesting and exciting, iii) to verify that such factors are critical in deepening customer loyalty, and iv) to suggest some essential factors to be fun and exciting games, on where the focus should be put, and the directionality for the development for sales expansion of online game developer or online game service provider. The research results are as below: First, the involvement and the perceived quality which were characteristics of brand appeared to be factors most affecting Flow. This shows that once game user get interested in online game that user has played frequently, even though new games are released, user will continuously flow the game not moving to new games, and also shows that users not only get more interested but also put more trust in games in the site to where users are frequently going than games in other sites, and consequently user can increasingly flow the game. Second, the compensation and graphics which are the characteristics of contents appeared to be factors affecting Flow. Proper compensation which is given to game users triggers fun and interests in game and makes them flow more and more. And graphics make users to feel game space as if real space and let them flow in game with more reality. Third, challenges, support, and the stability which are technical characteristics appeared to be factors affecting Flow. Challenges enable users to not only experience new virtual world but also solve various difficulties and obstacles. Once users feel fun and interests through this challenge, they can naturally flow games. In addition, the stability of network provides reliability in security and hacking. By doing so, it can induce users to flow more and more. Lastly, when aforementioned characteristics including contents characteristics, technical characteristics, and brand characteristics are organically combined each other, game users feel fun and total minutes are naturally increased, so that game users experience Flow, and consequently the customer loyalty will be deepened as well.

• Journal of the Institute of Electronics Engineers of Korea SP
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• v.42 no.6
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• pp.1-8
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• 2005

In this paper, we propose a two-stage head tracking algorithm adequate for real-time active camera system having pan-tilt-zoom functions. In the color convergence stage, we first assume that the shape of a head is an ellipse and its model color histogram is acquired in advance. Then, the min-shift method is applied to roughly estimate a target position by examining the histogram similarity of the model and a candidate ellipse. To reflect the temporal change of object color and enhance the reliability of mean-shift based tracking, the target histogram obtained in the previous frame is considered to update the model histogram. In the updating process, to alleviate error-accumulation due to outliers in the target ellipse of the previous frame, the target histogram in the previous frame is obtained within an ellipse adaptively shrunken on the basis of the model histogram. In addition, to enhance tracking reliability further, we set the initial position closer to the true position by compensating the global motion, which is rapidly estimated on the basis of two 1-D projection datasets. In the subsequent stage, we refine the position and size of the ellipse obtained in the first stage by using shape information. Here, we define a robust shape-similarity function based on the gradient direction. Extensive experimental results proved that the proposed algorithm performs head hacking well, even when a person moves fast, the head size changes drastically, or the background has many clusters and distracting colors. Also, the propose algorithm can perform tracking with the processing speed of about 30 fps on a standard PC.

• The KIPS Transactions:PartC
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• v.10C no.6
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• pp.683-694
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• 2003

We present X-tree Diff, a change detection algorithm for tree-structured data. Our work is motivated by need to monitor massive volume of web documents and detect suspicious changes, called defacement attack on web sites. From this context, our algorithm should be very efficient in speed and use of memory space. X-tree Diff uses a special ordered labeled tree, X-tree, to represent XML/HTML documents. X-tree nodes have a special field, tMD, which stores a 128-bit hash value representing the structure and data of subtrees, so match identical subtrees form the old and new versions. During this process, X-tree Diff uses the Rule of Delaying Ambiguous Matchings, implying that it perform exact matching where a node in the old version has one-to one corrspondence with the corresponding node in the new, by delaying all the others. It drastically reduces the possibility of wrong matchings. X-tree Diff propagates such exact matchings upwards in Step 2, and obtain more matchings downwsards from roots in Step 3. In step 4, nodes to ve inserted or deleted are decided, We aldo show thst X-tree Diff runs on O(n), woere n is the number of noses in X-trees, in worst case as well as in average case, This result is even better than that of BULD Diff algorithm, which is O(n log(n)) in worst case, We experimented X-tree Diff on reat data, which are about 11,000 home pages from about 20 wev sites, instead of synthetic documets manipulated for experimented for ex[erimentation. Currently, X-treeDiff algorithm is being used in a commeercial hacking detection system, called the WIDS(Web-Document Intrusion Detection System), which is to find changes occured in registered websites, and report suspicious changes to users.

• Journal of Legislation Research
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• no.53
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• pp.593-631
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• 2017

Like the technological competition of each country around commercialization of Autonomous Vehicles(the rest is 'AV'), legalizations are also in a competition. However, in the midst of this competition, the Ethik-Kommission Automatisiertes und vernetztes Fahren of Germany has recently introduced 20 guidelines. This guideline is expected to serve as a milestone for future AV legislations. In this paper, I have formulated a new legislative proposal that will incorporate the main content presented by the Ethik-Kommission. The structure is largely divided into general rules of purpose and definition, chapter on types of AV and safety standards, registration and inspection, maintenance, licenses for AV, driver's obligations, insurance and accident responsibilities, roads and facilities, traffic system, and chapter on penalties. The commercialization of AV in Korea seems to be in a distant future, and it is possible to pretend that it is not necessary to prepare legal systems. But considering our reality, leading legislation may be necessary. In this paper, I have prepared individual legislative proposals based on the essential matters based on the criminal responsibility in case of AV car accidents. To assure the safety of AV, AV and mode of operation were defined for more clear interpretation and application of law, and basic safety standards for AV were presented. In addition, the obligation of insurance and the liability for damages were defined, and the possibility of immunity from the criminal responsibility was examined. Furthermore, I have examined the penalties for penalties such as hacking in order to secure the effectiveness of the Act. Based on these discussions, I have attempted the 'Autonomous Vehicles Act', which aims to provide a basis for new discussions to be held on the basis of various academic fields related to the operation of AV and related industries in the future. Although there may be a sense of unurgency in time, the automobile industry needs time to prepare for the regulation of the AV ahead of time. And a process of public debate is also needed for the ecosystem of healthy AV industry.