• Title/Summary/Keyword: Information Privacy Concern

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The Study on the Factors Affecting Consumer's Buying Behavior Under The E-commerce Environment. (전자상거래의 소비자 구매행위에 영향을 미치는 요인에 관한 실증연구)

  • Han, Kyung-Il;Son, Won-Il
    • Journal of Global Scholars of Marketing Science
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    • v.7
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    • pp.321-337
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    • 2001
  • The Purpose of this study is to empirically examine the factors that affect the consumer's buying behavior under the e-commerce environment. In order to achieve this goal, vendor characteristics, securities of transaction, concern for privacy, shopping orientation and perceived channel utilities were used as independent variables. Findings of study indicated that the concerns for abusing individual information, perceived securities of transaction, consumer's recreational orientation, consumer's convenience orientation, perceived distribution channel are the robust predictors of buying behavior of internet users.

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Context Prediction Using Right and Wrong Patterns to Improve Sequential Matching Performance for More Accurate Dynamic Context-Aware Recommendation (보다 정확한 동적 상황인식 추천을 위해 정확 및 오류 패턴을 활용하여 순차적 매칭 성능이 개선된 상황 예측 방법)

  • Kwon, Oh-Byung
    • Asia pacific journal of information systems
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    • v.19 no.3
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    • pp.51-67
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    • 2009
  • Developing an agile recommender system for nomadic users has been regarded as a promising application in mobile and ubiquitous settings. To increase the quality of personalized recommendation in terms of accuracy and elapsed time, estimating future context of the user in a correct way is highly crucial. Traditionally, time series analysis and Makovian process have been adopted for such forecasting. However, these methods are not adequate in predicting context data, only because most of context data are represented as nominal scale. To resolve these limitations, the alignment-prediction algorithm has been suggested for context prediction, especially for future context from the low-level context. Recently, an ontological approach has been proposed for guided context prediction without context history. However, due to variety of context information, acquiring sufficient context prediction knowledge a priori is not easy in most of service domains. Hence, the purpose of this paper is to propose a novel context prediction methodology, which does not require a priori knowledge, and to increase accuracy and decrease elapsed time for service response. To do so, we have newly developed pattern-based context prediction approach. First of ail, a set of individual rules is derived from each context attribute using context history. Then a pattern consisted of results from reasoning individual rules, is developed for pattern learning. If at least one context property matches, say R, then regard the pattern as right. If the pattern is new, add right pattern, set the value of mismatched properties = 0, freq = 1 and w(R, 1). Otherwise, increase the frequency of the matched right pattern by 1 and then set w(R,freq). After finishing training, if the frequency is greater than a threshold value, then save the right pattern in knowledge base. On the other hand, if at least one context property matches, say W, then regard the pattern as wrong. If the pattern is new, modify the result into wrong answer, add right pattern, and set frequency to 1 and w(W, 1). Or, increase the matched wrong pattern's frequency by 1 and then set w(W, freq). After finishing training, if the frequency value is greater than a threshold level, then save the wrong pattern on the knowledge basis. Then, context prediction is performed with combinatorial rules as follows: first, identify current context. Second, find matched patterns from right patterns. If there is no pattern matched, then find a matching pattern from wrong patterns. If a matching pattern is not found, then choose one context property whose predictability is higher than that of any other properties. To show the feasibility of the methodology proposed in this paper, we collected actual context history from the travelers who had visited the largest amusement park in Korea. As a result, 400 context records were collected in 2009. Then we randomly selected 70% of the records as training data. The rest were selected as testing data. To examine the performance of the methodology, prediction accuracy and elapsed time were chosen as measures. We compared the performance with case-based reasoning and voting methods. Through a simulation test, we conclude that our methodology is clearly better than CBR and voting methods in terms of accuracy and elapsed time. This shows that the methodology is relatively valid and scalable. As a second round of the experiment, we compared a full model to a partial model. A full model indicates that right and wrong patterns are used for reasoning the future context. On the other hand, a partial model means that the reasoning is performed only with right patterns, which is generally adopted in the legacy alignment-prediction method. It turned out that a full model is better than a partial model in terms of the accuracy while partial model is better when considering elapsed time. As a last experiment, we took into our consideration potential privacy problems that might arise among the users. To mediate such concern, we excluded such context properties as date of tour and user profiles such as gender and age. The outcome shows that preserving privacy is endurable. Contributions of this paper are as follows: First, academically, we have improved sequential matching methods to predict accuracy and service time by considering individual rules of each context property and learning from wrong patterns. Second, the proposed method is found to be quite effective for privacy preserving applications, which are frequently required by B2C context-aware services; the privacy preserving system applying the proposed method successfully can also decrease elapsed time. Hence, the method is very practical in establishing privacy preserving context-aware services. Our future research issues taking into account some limitations in this paper can be summarized as follows. First, user acceptance or usability will be tested with actual users in order to prove the value of the prototype system. Second, we will apply the proposed method to more general application domains as this paper focused on tourism in amusement park.

Distributed Edge Computing for DNA-Based Intelligent Services and Applications: A Review (딥러닝을 사용하는 IoT빅데이터 인프라에 필요한 DNA 기술을 위한 분산 엣지 컴퓨팅기술 리뷰)

  • Alemayehu, Temesgen Seyoum;Cho, We-Duke
    • KIPS Transactions on Computer and Communication Systems
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    • v.9 no.12
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    • pp.291-306
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    • 2020
  • Nowadays, Data-Network-AI (DNA)-based intelligent services and applications have become a reality to provide a new dimension of services that improve the quality of life and productivity of businesses. Artificial intelligence (AI) can enhance the value of IoT data (data collected by IoT devices). The internet of things (IoT) promotes the learning and intelligence capability of AI. To extract insights from massive volume IoT data in real-time using deep learning, processing capability needs to happen in the IoT end devices where data is generated. However, deep learning requires a significant number of computational resources that may not be available at the IoT end devices. Such problems have been addressed by transporting bulks of data from the IoT end devices to the cloud datacenters for processing. But transferring IoT big data to the cloud incurs prohibitively high transmission delay and privacy issues which are a major concern. Edge computing, where distributed computing nodes are placed close to the IoT end devices, is a viable solution to meet the high computation and low-latency requirements and to preserve the privacy of users. This paper provides a comprehensive review of the current state of leveraging deep learning within edge computing to unleash the potential of IoT big data generated from IoT end devices. We believe that the revision will have a contribution to the development of DNA-based intelligent services and applications. It describes the different distributed training and inference architectures of deep learning models across multiple nodes of the edge computing platform. It also provides the different privacy-preserving approaches of deep learning on the edge computing environment and the various application domains where deep learning on the network edge can be useful. Finally, it discusses open issues and challenges leveraging deep learning within edge computing.

Verification of a Function-based Security Authentication Protocol for Implantable Medical Devices (함수 기반의 체내 삽입장치용 보안 인증프로토콜 검증)

  • Bae, WooSik;Han, KunHee
    • Journal of Digital Convergence
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    • v.12 no.5
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    • pp.249-254
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    • 2014
  • Recent advancement of USN technology has lent itself to the evolving communication technology for implantable devices in the field of medical service. The wireless transmission section for communication between implantable medical devices and patients is a cause of concern over invasion of privacy, resulting from external attackers' hacking and thus leakage of private medical information. In addition, any attempt to manipulate patients' medical information could end up in serious medical issues. The present study proposes an authentication protocol safe against intruders' attacks when RFID/USN technology is applied to implantable medical devices. Being safe against spoofing, information exposure and eavesdropping attacks, the proposed protocol is based on hash-function operation and adopts session keys and random numbers to prevent re-encryption. This paper verifies the security of the proposed protocol using the formal verification tool, Casper/FDR.

A Study of Java-based PKI System for Secure Authentication on Mobile Devices (모바일 단말기 상에서 안전한 인증을 위한 자바 기반의 PKI 시스템 연구)

  • Choi, Byeong-Seon;Kim, Sang-Kuk;Chae, Cheol-Joo;Lee, Jae-Kwang
    • The KIPS Transactions:PartC
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    • v.14C no.4
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    • pp.331-340
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    • 2007
  • Mobile network environments are the environments where mobile devices are distributed invisible in our daily lives so that we can conventionally use mobile services at my time and place. The fact that we can work with mobile devices regardless of time and place, however, means that we are also in security threat of leaking or forging the information. In particular, without solving privacy concern, the mobile network environments which serve convenience to use, harmonized without daily lives, on the contrary, will cause a serious malfunction of establishing mobile network surveillance infrastructure. On the other hand, as the mobile devices with various sizes and figures, public key cryptography techniques requiring heavy computation are difficult to be applied to the computational constrained mobile devices. In this paper, we propose efficient PKI-based user authentication and java-based cryptography module for the privacy-preserving in mobile network environments. Proposed system is support a authentication and digital signature to minimize encrypting and decrypting operation by compounding session key and public key based on Korean standard cryptography algorithm(SEED, KCDSA, HAS160) and certificate in mobile network environment. Also, it has been found that session key distribution and user authentication is safety done on PDA.

The Study on the User Behavioral Effects of Perception and Characteristics on the Common Essential Applications of Smartphones (스마트폰 공통 필수앱에 대한 이용자 인식과 특성이 이용 행동에 미치는 영향)

  • Youn, Bo Heum;Lee, Yoon Jae;Choi, Seong Jhin
    • Journal of Broadcast Engineering
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    • v.27 no.3
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    • pp.415-436
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    • 2022
  • This study was conducted by the customer survey of 15 to 65 years old in order to identify the user behavioral effects of perception and characteristics on the common essential applications of smartphones with the United Theory of Acceptance and Use of Technology (UTAUT) and Value-based Acceptance Model (VAM). As a result, it was found that performance expectancy, enjoyment, facilitating conditions, effort expectancy, and social influences, excluding information privacy concern, have a positive effect on use behavior. The moderating effect by age was found that the youth was higher between perceived value and behavioral intention, and the middle-aged was higher between enjoyment and perceived value. This study has significance in providing implications for establishing strategies on designing and pre-loading apps, and increasing usage rate.

A Study on Gender Difference in Antecedents of Trust and Continuance Intention to Purchase Voice Speakers

  • Youness EL Mezzi;Nicole Agnieszka Rydz;Kyung Jin Cha
    • Asia pacific journal of information systems
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    • v.30 no.3
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    • pp.614-635
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    • 2020
  • This study aims at understanding gender difference in trust and the related factors affecting the intention to purchase voice speakers VS. VS are one of the innovations that are emerging at a fast pace in the market. Although it seems to be widely embraced by both genders, people do not intend to use them in some cases due to a lack of trust and the rumors circling these types of technologies. Nevertheless, there are particular barriers to the acceptance of VS technology between females and males due to unfamiliarity with the effective components of such technologies. Therefore, assuming that increasing the knowledge-based familiarity with an effective technique is essential for accepting it. So far, only little is known about VS and its concepts to increase the familiarity and, as a consequence, the acceptance of effective technology. Technology adoption in gender has been studied for many years, and there are many general models in the literature describing it. However, having more customized models for emerging technologies upon their features seems necessary. This study is based on Theory of Reasoned Action and trust-based acceptance which provides a background for understanding the relationships between beliefs, attitude, intentions, and subject norms and how it's affecting gender trust in VS. The statistical analysis results indicate that perceived system quality and perceived interaction quality have stronger influences on trust for males, while privacy concern and emotional trust have stronger influences on trust for females with the intention of purchase for both genders. Our study can be beneficial for future research in the areas of Perceived risk and Perceived utility and behavioral intention to use and human-technology interaction and psychology.

Continuous Use of Corporate SNS Accounts from a Habit and Emotional Perspective (SNS 사용자의 이용습관과 감정적 요인 관점에서 기업 SNS 계정의 지속적 사용의도에 관한 연구)

  • Ham, Juyeon;Ryu, Hyun-Sun;Ji, Sung-Hun;Lee, Jae-Nam
    • Knowledge Management Research
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    • v.15 no.3
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    • pp.37-66
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    • 2014
  • Since social network service (SNS) has been widely used as a effective way for people to connect and communication with each other, the use of corporate SNS account also has increased. However, compared to a private SNS account, only few people have a continuous relationship with their corporate SNS account because the use of corporate SNS account tends to be one-time and temporary activity whenever the users just need events and information. Given the psychological side effects of using SNS, the relative lack of empirical studies on the impacts of emotional factor in SNS prevents the deeper understanding of the intention to continuous using corporate SNS account. Therefore, this study aims to explore key determinants of the intension to continuous using the corporate SNS account from a habit and emotional perspective. To bridge research gap, we attempt to divide emotional factor into the following 5 factors based on Mehrabian and Russell model (1974): intimacy, enjoyment (positive factor), privacy concern, anxiety (negative factor), arousal (arousal factor) and (dominant factor). The basic model is proposed to explore the effects of habit and emotional factors on the intension to continuous using the corporate SNS account. We then examine how the effects of habit and emotional factors differ depending on social media types (e.g., facebook and twitter). The results indicates that habit is related to emotional factors, and each emotional factor differently influences the intension to continuous using the corporate SNS account. The results also confirm that the effects of the habit and emotional factors on the intension to continuous using the corporate SNS account differ according to social media types. This study provides practical and useful guidance and the strategic marketing insight for managers in maintaining and improving the intension to continuous using the corporate SNS account.

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The Effects of Characteristics of User and System on the Perceived Cognition and the Continuous Use Intention of Fintech (핀테크(fintech) 사용자와 시스템 특성이 지각된 인식과 지속사용의도에 미치는 영향)

  • Lee, Jun-Sang;Park, Jun-Hong
    • Journal of the Korea Convergence Society
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    • v.9 no.1
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    • pp.291-301
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    • 2018
  • The purpose of this study is to investigate the factors that affect the perceived awareness and the intention of continuous use by FinTech users and system characteristics. Data collection was carried out by targeting and surveying 600 people living in Gwangju, and office workers using smartphones. As a result, first, self-efficacy, innovation, and fitness for Fin-Tech services were found to influence the degree of perceptual awareness and intent to use of Fin-tech service users. Second, the system characteristics have a positive effect on perceived awareness and intention of using FinTech service. Third, the hypothesis about the dangers in the user attributes and system properties were dismissed. It seems that the priority concern was regarding the leakage of personal information and security as privacy and the increasing damage cases of financial fraud by electronic financial transactions spill. Therefore, in order to spread FinTech services, it would be effective if a Fin-Tech service strategy could eliminate inconveniences such as the risk of hindering convenience and intention to use by the marketing strategy established by the company.

Study on Chinese User Resistance of SNS : Focus on Renren Wang (SNS사용에 대한 중국 사용자 저항에 관한 연구: 런런왕(人人网)을 중심으로)

  • Fan, Peng-Fei;Lee, Sang-Joon;Lee, Kyeong-Rak
    • Journal of Digital Convergence
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    • v.12 no.2
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    • pp.183-191
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    • 2014
  • SNS uses the Internet as its base. It is created in order to achieve communication between the users. Up until now, most previous research were focused on the users of SNS. But, there are still a great deal of people who do not use or discontinuously use SNS. This is because users have natural resistance against SNS when using the service. In this study, time shortage perception, awareness of SNS, self-efficacy, suitability, information quality of SNS, subjective norm and privacy concern are considered as influence factors by previous research. An empirical study for Chinese students and internet users was conducted to identify how these factors influence perceived risk and perceived usefulness, and how this influence to user's resistance. This study can explain the reason why users don't use SNS and resist SNS use.