• Journal of the Korea Institute of Information and Communication Engineering
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• v.14 no.5
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• pp.1284-1294
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• 2010

The ZigBee is one of the most important technologies for composing USN. It is one of the IEEE 802.15.4 standards to support personal area networks. It uses a hierarchical routing or an on-demand route discovery strategy as an address allocation method. A hierarchical routing doesn't use a routing table but only uses a child node or a parent node as an intermediate node for data delivery. Therefore, the ZigBee network's topology greatly affects the overall network performance. In this paper, we propose a more trustworthy algorithm than only using the depth and widely variable LQI during network formation, and moreover we propose an algorithm to measure network's trustworthiness. We simulate our algorithm using the NS-2 and implement our network using the MG2400 ZigBee module for verifying performance.

• Fashion & Textile Research Journal
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• v.26 no.1
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• pp.88-98
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• 2024

With the growing preference among Chinese consumers for purchasing beauty products through social media networks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers' intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of consumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place in them. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had previously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting multiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of "expertise,"' "intimacy," and "homogeneity" in SNS beauty influencers significantly affect influencer trust, whereas "charm" does not have a significant impact. Moreover, consumer involvement was found to moderate the relationship between SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Additionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signify that leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance product exposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilization of influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumer engagement and the success of marketing strategies.

• Archives of design research
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• v.14 no.3
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• pp.37-48
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• 2001

This paper is a study on how women consumers purchase are affected by models who appear in advertisements for cosmetics, focusing especially on studies concerning the impact that models have on advertisement strategies of the cosmetic industry in korea. In surveys conducted, consumers responded that cosmetic advertisement models should examplify a expertness and trustworthiness attitude more than just display their own physical attractiveness. The consumers who bought cosmetic products based on its endorsement from particular models responded that they had a positive reaction to the models physical attractiveness and likability while experiencing a negative reaction to the model's expertness and trustworthiness attitude. Women consumers are interested in cosmetic advertisement models, but do not necessarily trust them. Hence, the use of a Particular model does not directly affect the consumers Purchasing decision. Famous stars often appear in cosmetic advertisements in korea, and targeted consumers have a very positive response to their physical attractiveness, familiarity and perceived likability. However, the consumers have a completely negative response to the models in regards to their expertness, trustworthiness, and their sense of similarity with the model. The models, then, should be used in these advertisements to try and uphold the fellowing qualities. expertness in regards to having some knowledge of, experience with, and expertness in using the cosmetic produces, trustworthiness when expressing their own opinion of the product, matching image of products and targeted consumers.

• Journal of KIISE:Information Networking
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• v.35 no.1
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• pp.76-90
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• 2008

Wireless sensor networks are expected to play a vital role in the upcoming age of ubiquitous computing such as home environmental, industrial, and military applications. Compared with the vivid utilization of the sensor networks, however, security and privacy issues of the sensor networks are still in their infancy because unique challenges of the sensor networks make it difficult to adopt conventional security policies. Especially, node compromise is a critical threat because a compromised node can drain out the finite amount of energy resources in battery-powered sensor networks by launching various insider attacks such as a false data injection. Even cryptographic authentication mechanisms and key management schemes cannot suggest solutions for the real root of the insider attack from a compromised node. In this paper, we propose a novel trust-based secure aggregation scheme which identifies trustworthiness of sensor nodes and filters out false data of compromised nodes to make resilient sensor networks. The proposed scheme suggests a defensible approach against the insider attack beyond conventional cryptographic solutions. The analysis and simulation results show that our aggregation scheme using trust evaluation is more resilient alternative to median.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.16 no.10
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• pp.2199-2206
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• 2012

Identity authentication sharing technology which allows many service providers to share the result of identity authentication of an identity provider provides several important advantages including high usability achieved by avoiding repeated registration of identity information to service providers and single sign-on, cost effectiveness of service providers achieved by outsourcing identity authentication services from identity providers, and privacy protection achieved by exposing identity information only to a limited number of controlled identity providers. However, in order for the identity authentication sharing technologies to be widely deployed in global Internet scale, the trustworthiness issue among the participating identity providers, service providers, and users should be resolved in advance. This paper firstly analyzes existing trust frameworks for identity authentication sharing. And then, based on the result of analysis, this paper proposes a dynamic and open trust framework for identity authentication sharing.

• International Journal of Computer Science & Network Security
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• v.24 no.9
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• pp.111-118
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• 2024

The concept of social stratification and hierarchy among human dates back to the origin of human race. Presently, the growing reputation of social networks has given us with an opportunity to analyze these well-studied phenomena over different networks at different scales. Generally, a social network could be defined as a collection of actors and their interactions. In this work, we concern ourselves with a particular type of social networks, known as trust networks. In this type of networks, there is an explicit show of trust (positive interaction) or distrust (negative interaction) among the actors. In other words, an actor can designate others as friends or foes. Trust networks are typically modeled as signed networks. A signed network is a directed graph in which the edges carry an edge weight of +1 (indicating trust) or -1 (indicating distrust). Examples of signed networks include the Slashdot Zoo network, the Epinions network and the Wikipedia adminship election network. In a social network, actors tend to connect with each other on the basis of their perceived social hierarchy. The emergence of such a hierarchy within a social community shows the manner in which authority manifests in the community. In the case of signed networks, the concept of social hierarchy can be interpreted as the emergence of a tree-like structure comprising of actors in a top-down fashion in the order of their ranks, describing a specific parent-child relationship, viz. child trusts parent. However, owing to the presence of positive as well as negative interactions in signed networks, deriving such "trust hierarchies" is a non-trivial challenge. We argue that traditional notions (of unsigned networks) are insufficient to derive hierarchies that are latent within signed networks In order to build hierarchies in signed networks, we look at two interpretations of trust namely presence of trust (or "good") and lack of distrust (or "not bad"). In order to develop a hierarchy signifying both trust and distrust effectively, the above interpretations are combined together for calculating the overall trustworthiness (termed as deserve) of actors. The actors are then arranged in a hierarchical fashion based on these aggregate deserve values, according to the following hypothesis: actor v is assigned as a child of actor u if: (i) v trusts u, and (ii) u has a higher deserve value than v. We describe this hypothesis with additional qualifiers in this thesis.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.11 no.4
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• pp.2171-2195
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• 2017

When purchasing an online product, a customer tends to be influenced strongly by its reputation, the aggregation of other customers' ratings on it. The reputation, however, is not always trustable since it can be manipulated easily by attackers who intentionally give unfair ratings to their target products. In this paper, we first address identifying trustable users who tend to give fair ratings to products in online rating systems and then propose a method of computing true reputation of a product by aggregating only those trustable users' ratings. In order to identify the trustable users, we list some candidate features that seem related significantly to the trustworthiness of users and verify the robustness of each of the features through extensive experiments. By finding and exploiting these robust features, we are able to identify trustable users and to compute true reputation effectively and efficiently based on fair ratings of those trustable users.

• 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.

• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.719-730
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• 2022

This study explored the impact of beauty influencers' characteristics and product characteristics on new product acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conducted from February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaires were analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity and expertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost, image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers' characteristics and partial product characteristics have a positive impact on consumer confidence and acceptance intention of the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers' characteristics and product characteristics influence the intention of new product acceptance was determined. Therefore, when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider their professionality and authenticity, examine their reliability, and assess their ability to form connections with images and viewers that match their products. Additionally, to increase the acceptance intention of new products, companies should present the price of high-quality products, product sensibilities, and corporate images of products and establish measures that can positively affect consumers' acceptance intention of new products by combining them with the characteristics of beauty influencers.

• Journal of Digital Convergence
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• v.16 no.9
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• pp.179-185
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• 2018

Technology of Internet of Things (IoT) which is receiving the spotlight recently as a new growth engine of Information Communications Technology (ICT) industry in the $4^{th}$ Industrial Revolution needs trustworthiness beyond simple technology of security. IoT devices should consider trustworthiness from planning and design of IoTs so that everyone who develop, evaluate and use the device can measure and trust its security. Increased number of IoTs and long lifetime result in the increased securituy vulnerability due to the difficulty of software patch and update. In this paper, we investigated security and scalability issues of current IoT devices through research of the technical, political and industrial trend of IoT. In order to overcome the limitations, we propose an automatic verification of software integrity utilizing and a political solution to apply cyber killchain based security mechanism using hash which is an element technology of blockchain to solve these problems.