• KSII Transactions on Internet and Information Systems (TIIS)
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• v.11 no.9
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• pp.4197-4219
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• 2017

Cloud computing is a new service to provide dynamic, scalable virtual resource services via the Internet. Cloud market is available to multiple cloud computing resource providers and users communicate with each other and participate in market transactions. However, since cloud computing is facing with more and more security issues, how to complete the allocation process effectively and securely become a problem urgently to be solved. In this paper, we firstly analyze the cloud resource allocation problem and propose a mathematic model based on combinatorial double auction. Secondly, we introduce a trust evaluation mechanism into our model and combine genetic algorithm with simulated annealing algorithm to increase the efficiency and security of cloud service. Finally, by doing the overall simulation, we prove that our model is highly effective in the allocation of cloud resources.

• Journal of Fashion Business
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• v.17 no.2
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• pp.136-150
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• 2013

This study investigates the effect of customer emotions on customer evaluation and behavior intention. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, emotions of customer were divided into 2 patterns, positive emotion and negative emotion. Second positive emotion have significant (+) influences on the trust and negative emotion have significant (-) influences on the trust. Third positive emotion have significant (+) influences on the customer orientation and negative emotion have significant (-) influences on the customer orientation. Forth, the emotions of customer have a considerable impact on the interaction intention. And the positive emotion have significant (+) influences on the word-of-mouth intention and negative emotion have not a considerable impact on it. Fifth the positive emotion have significant (+) influences on the attitude toward store and repurchase intention, and negative emotion have significant (-) influences on the attitude toward store and repurchase intention.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.193-200
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• 2018

Recently, there are high expectations of a society benefitting from a digital sharing economy. However, to establish a digital sharing economy, one needs to first create a reliable social structure. Transparency is recognized as the most important measure of value in not just politics or economics, but also in all domains of our lives. Although all nations strive to create "societies based on credit and trust," in truth, rigidity, irregularity, corruption, and inefficiency are widespread in all aspects of society. Thus, there is a growing interest in blockchain technology, also called the "second Internet revolution," seeking trust in digital environments, although it is difficult to obtain trust in such environments. However, the principles and methods of evaluating blockchain technologies are still unclear and not standardized. This study addresses the evaluation indexes such as transaction per second, maximum data size per one transaction, accuracy and blockchain technology application methods in the digital sharing economy and suggest ways to safely vitalize a blockchain-based digital sharing economy.

• Journal of Digital Convergence
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• v.13 no.3
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• pp.167-178
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• 2015

This research focused on the research on nonverbal communication among communication, an important trait of consultants, who provide knowledge for the clients. The aim was to investigate meaningful influence on the perceived evaluation of clients, as well as the influence on the consulting corporate trust. The research results can be summarized as follows. It was verified that consultants' nonverbal communication positively influenced perceived consultants' evaluation. Also, it was confirmed that clients' perceived consultant evaluation positively influenced service provision corporate trust and long-term relationships.

• Knowledge Management Research
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• v.12 no.3
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• pp.27-37
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• 2011

It is not uncommon to witness brand image transference which is a development of corporate image from a collection of individual brand images. The brand image transfer process is the influence of consumer attitudes toward certain brands on overall evaluation of the company. To understand the image transfer process, we examine the influence of brand level evaluation on overall company evaluation through food and beverage consumer products in China, where active competitions among global brands exist.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.10
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• pp.3438-3457
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• 2022

As location-based services (LBS) are widely used in vehicular ad-hoc networks (VANETs), location privacy has become an utmost concern. Spatial cloaking is a popular location privacy protection approach, which uses a cloaking area containing k-1 collaborative vehicles (CVs) to replace the real location of the requested vehicle (RV). However, all CVs are assumed as honest in k-anonymity, and thus giving opportunities for dishonest CVs to submit false location information during the cloaking area construction. Attackers could exploit dishonest CVs' false location information to speculate the real location of RV. To suppress this threat, an edge-assisted Trusted Collaborative Anonymity construction scheme called TCA is proposed with trust mechanism. From the design idea of trusted observations within variable radius r, the trust value is not only utilized to select honest CVs to construct a cloaking area by restricting r's search range but also used to verify false location information from dishonest CVs. In order to obtain the variable radius r of searching CVs, a multiple linear regression model is established based on the privacy level and service quality of RV. By using the above approaches, the trust relationship among vehicles can be predicted, and the most suitable CVs can be selected according to RV's preference, so as to construct the trusted cloaking area. Moreover, to deal with the massive trust value calculation brought by large quantities of LBS requests, edge computing is employed during the trust evaluation. The performance analysis indicates that the malicious response of TCA is only 22% of the collaborative anonymity construction scheme without trust mechanism, and the location privacy leakage is about 32% of the traditional Enhanced Location Privacy Preserving (ELPP) scheme.

• Journal of Distribution Science
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• v.11 no.4
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• pp.73-80
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• 2013

Purpose - As the smart-phone market adds new technologies and introduces new marketing trends, competition among companies is getting fierce. Now, smart-phone companies need to pay attention not only to attaining new customers but also to retaining customers, which means managing relationships to prevent customer defection. Therefore, how to satisfy customer needs and maintain long-term relations are both important to make consistent progress in the rapidly changing smart-phone market. To illustrate this point, the study focuses on analyzing the effects of consumption value on relational factors and buying intentions among smart-phone users. First, consumption value was divided into functional, economic, and emotional values. After that, the effects of these values on satisfaction and brand trust were confirmed. Additionally, effects of satisfaction and brand trust on repurchase intention were analyzed. Research design, data, and methodology - The data was collected in a self-administered survey among 270 undergraduate students, using smart-phones between June 4th-12th, 2012. A total of 257 questionnaires were collected and used for the data analysis. A path analysis based on Lisrel 8.54 was used for the hypothesis test. Consumption value was divided into functional, economic, and emotional values. Subsequently, the effects of these values on satisfaction and trust in the brand were confirmed. Additionally, the effects of satisfaction and trust in the brand on repurchase intention were analyzed. Results - First, functional value, economic value, and emotional value - especially emotional value - were revealed to have positive effects on satisfaction. Second, emotional value was shown to have positive effects on brand trust, while functional and economic values did not. Third, satisfaction had positive effects on brand trust. In considering the relative influence on brand trust, satisfaction was the most crucial factor. It is clear that in the evaluation of the direct experience, using the product or the service plays an important role in building brand trust. Fourth, satisfaction and brand trust positively influenced repurchase intention. This indicates that both factors must be achieved to induce the repurchase Intention among customers. Conclusions - One can see that the enjoyable emotions consumers feel while using smart-phones is the most important factor in increasing levels of satisfaction. Moreover, this indicates that consumers pursue economic desires along with convenient functions in order to reduce opportunity costs. Additionally, consumers are affected by psychological and emotional messages in building trust, rather than practical and rational ones. Thus, in order to appeal to young clients as an attractive brand in the smart-phone market, approaching customers with an emotional value is recommended. In addition, in order for the brand to gain trust, the overall experience the consumer feels while using smart phones should be maximized. After all, one must fulfill the consumers' desire for a new experience and show a willingness to faithfully accomplish the responsibility of the brand to strengthen relationships with customers in the smart-phone market.

• International journal of advanced smart convergence
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• v.6 no.2
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• pp.34-50
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• 2017

This study delved into the effects of labor union members' social media utilization for the formation of labor union social capital. Specifically, this study aimed to identify the effects of labor union-related social media use and participation on the labor union's social capital formation through quantitative and qualitative research. It set up trust, network, and participation as social capital components and as dependent variables. Network, in particular, was divided into bonding and bridging aspect. There is the correlation between labor union-related social media use and the formation of labor union social capital. As participation in the group type social media operated by a labor union becomes more active, evaluation on labor union social capital throughout trust, network, and participation is higher. Especially, the correlation between bonding network and bridging network was high. This proves that a labor union's bond enhancement does not result in the labor union's selfishness, but it can build a cooperative system with an external network.

• Asia pacific journal of information systems
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• v.13 no.1
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• pp.197-211
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• 2003

Intensified competition, splintered mass market, shortened product life cycles, and advanced technology and automation let companies to crease the IT investment to meet the changes, Although IT investment increased, IS didn't show the visible outcome. One of the major interest of IS managers is how to demonstrate the business value of the firm's investment in information technology. This paper proposes the revised model of Nelson & Cooprider(1990) regarding shared knowledge between IS and line groups. Knowledge can be shared through mutual trust, mutual influence and communication between these two groups. The revised model including communication is tested empirically using LISREL. The results show that shared knowledge mediated the relationship between IS performance and mutual trust, mutual influence and communication. And shared knowledge between IS and line groups increase IS performance. IS managers should develop mutual trust, mutual influence and communication between these groups to achieve more shared knowledge and higher IS performance.

• Culinary science and hospitality research
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• v.13 no.2
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• pp.223-239
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• 2007

This study aims at providing managerial insight into researchers and marketers who are intending to maintain and develop a loyal group and long-term relationships in fast food restaurants. The summary of results is as follows : There was a wide difference in evaluation of perceived value, trust and customer loyalty according to sex, age, occupation and customer's visit behavior. Customers considered the convenient and quick service as the most important selective factor. And also, the important attribute of fast food restaurants was taste of food, followed by price, cleanliness, kindly service, quick service. We are able to classify the four customer groups according to analysis results. If we lay great emphasis on the above mentioned selective factors and also develop needs in each customer group, it does much for delivering profits of fast food restaurants.