• 한국정보시스템학회지:정보시스템연구
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• 제31권4호
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• pp.75-100
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• 2022

Purpose Recently, hyper-realistic virtual influencers have received much attention in the field of corporate marketing. However, there is a lack of research that suggests specific processes affecting behavioral intentions through trust and attachment between virtual influencers and consumers. In addition, previous studies have failed to consider the characteristics of hyper-realistic virtual influencers. Therefore, this study investigates the effects of trust and attachment to hyper-realistic virtual influencers on consumers' behavioral intentions based on the trust-building model. Design/methodology/approach Based on the previous research, seven antecedent factors for trust-building were derived: Reality, Attractiveness, Awareness, Interactivity, Professionalism, Social Presence, and Predictability. Next, the survey was conducted on Chinese people who had experienced interacting with hyper-realistic virtual influencers on social network services within the last 3 months at the time of data collection. A total of 326 respondents were used for the final analysis and hypotheses were tested using a structural equation model technique. Findings The results of this study are as follows. First, this study confirmed that reality, attractiveness, awareness, social presence, and predictability as antecedent factors for trust-building of hyper-realistic virtual influencers have a positive effect on trust. Second, this study confirmed that trust in hyper-realistic virtual influencers has a significant positive effect on attachment. Lastly, this study confirmed that trust and attachment to the hyper-realistic virtual influencer significantly and positively affect relationship retention and purchase intentions.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권12호
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• pp.4892-4911
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• 2015

Trust as one of important social relations has attracted much attention from researchers in the field of social network-based recommender systems. In trust network-based recommender systems, there exist normally two roles for users, truster and trustee. Most of trust-based methods generally utilize explicit links between truster and trustee to find similar neighbors for recommendation. However, there possibly exist implicit correlations between users, especially for users with the same role (truster or trustee). In this paper, we propose a novel Collaborative Filtering method called CF-TC, which exploits Trust Context to discover implicit correlation between users with the same role for recommendation. In this method, each user is first represented by the same-role users who are co-occurring with the user. Then, similarities between users with the same role are measured based on obtained user representation. Finally, two variants of our method are proposed to fuse these computed similarities into traditional collaborative filtering for rating prediction. Using two publicly available real-world Epinions and Ciao datasets, we conduct comprehensive experiments to compare the performance of our proposed method with some existing benchmark methods. The results show that CF-TC outperforms other baseline methods in terms of RMSE, MAE, and recall.

• 동아시아경상학회지
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• 제7권2호
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• pp.31-41
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• 2019

Purpose - This paper examines the major antecedents of customer loyalty for mobile operators in a developing country in Africa especially in Nigeria. This study tests 5 hypotheses about the relationships among service quality, customer satisfaction, trust, and customer loyalty. Research design and methodology - In order to collect the sample data, online survey was conducted via email and social media network. The samples were collected from 415 random respondents. The statistical analyses were done for both assessing the reliability and the validity and testing 5 hypotheses of this study. SPSS version 21 was used for empirical analysis. Results - Service quality has a significant effect on customer satisfaction and service quality has a significant effect on trust also. Customer satisfaction has a significant effect on trust and customer satisfaction has a significant effect on customer loyalty also. Trust has a significant effect on customer loyalty. All of 5 hypotheses were supported. Conclusions - The results of the study show that it is important for marketing managers to manage service quality, customer satisfaction, and trust for improving customer loyalty in mobile service industry. This study also provides some implications for mobile service managers about the importance of customer retention and customer loyalty.

• 한국컴퓨터정보학회논문지
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• 제18권10호
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• pp.23-37
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• 2013

본 논문에서는 영화 추천을 위해 사용자들이 명시적으로 표시한 신뢰 정보를 이용하여 소셜 네트워크와 유사하게 신뢰 네트워크를 생성하고, 그 사용자들의 연결 정도를 이용하여 추천 시스템에 적용하며, 추천 정보는 시각화 방법을 이용하여 제공하는 방법을 제안한다. 이를 통해 사용자가 명시적으로 신뢰 관계를 표현한 신뢰 네트워크에서 숨겨진 신뢰 관계를 추론한다. 시각화된 추천 정보는 영화, 음악, 인물 등 다양한 토픽에 대한 정보를 구조화된 형태로 제공하는 Freebase를 이용하였으며, 시각화 방법은 다음 3가지와 같다. (1) 사용자가 제공받고자 하는 영화의 수만큼 영화 포스터로 시각화하고, (2) 추천된 영화 중 특정 영화를 선택하면 영화 감독, 주연 배우, 장르 등의 부가적인 정보를 시각화하여 제공한다. 마지막으로 (3) 신뢰 기반의 사용자들 중 임의로 몇 명을 이웃 사용자로 선택하여 추천한다. 본 논문에서는 시각화 방법을 적용함으로써 추천 수 또는 이웃 사용자의 수, 그리고 부가 정보 요청 등 사용자의 의견(요구)을 바탕으로 추천하기 때문에 사용자의 의사결정 능력을 향상시킬 수 있다. 뿐만 아니라 본 논문에서 제안하는 추천 시각화 방법을 통해 동적으로 사용자들의 요구를 반영할 수 있고, Freebase, LinkedMDB, 위키피디아 등 현존하는 LOD의 정보 재사용을 통해 보다 풍부하게 추천 정보를 제공할 수 있다.

• 인터넷정보학회논문지
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• 제10권3호
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• pp.51-60
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• 2009

본 논문은 다양한 공격들(헬로우 플러딩공격, 위치배치공격, 웜홀 공격, 싱크홀 공격, 중간포획공격)로부터 안전한 방어를 보장해야 하는 무선센서네트워크상에서 확률적 키 사전분배를 위한 신뢰성있는 2-모드 인증 프레임워크를 제안한다. 신뢰하는 이웃 노드의 ID를 저장하는 본 기법은 클러스터 헤드에서의 의존성을 감소시키며, 그 결과로 인증처리를 위한 단대단 전송을 제공할 뿐 아니라 소모되는 전력 에너지도 절약한다.

• Journal of Information Technology Applications and Management
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• 제22권2호
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• pp.95-112
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• 2015

Spread of internet service had a huge effect on usage and spread of SNS world widely. Variety of the service has increased from human network managing to commerce, education, payment method and so on. Also, it is expanding its service territory to not only PC area but also that of mobile equipment with development of information technology. Spread of use on SNS provides existing corporations the expansion of service area. Late SNS starter companies are advancing in diverse way for attracting users by serving shopping, games and other services with association with SNS. Therefore, analysis on consumers' thought and pattern which analyze users' demand, service's function and contents and other factors in order to reflect on plans and operations of SNS is needed. On this perspective, this research is suggesting properties that are crucially related to sustained usage of SNS and study factors of SNS's characteristics that influence trust and satisfaction on SNS and continuous usage intent of SNS.

• 대한안전경영과학회지
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• 제13권2호
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• pp.43-49
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• 2011

New governance in the area of disaster management(New Governance) of the Safety Building in the form of public-private network as required in this era, SWOT can provide a strategic way to build public-private partnership recognized the necessity for a more efficient way. Between government agencies, private organizations and government and private organizations for the network between the systematic approach based on mutual trust, and participation by the activation of the meaning of seeing places studied. Partnership for Disaster Management as a result of the settlement than if the existing disaster management system for disaster response system more effective and efficient functioning in reducing human and material damage is expected to contribute are getting out.

• Journal of Information Processing Systems
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• 제14권1호
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• pp.101-128
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• 2018

Thanks to its potential in many applications, Blockchain has recently been nominated as one of the technologies exciting intense attention. Blockchain has solved the problem of changing the original low-trust centralized ledger held by a single third-party, to a high-trust decentralized form held by different entities, or in other words, verifying nodes. The key contribution of the work of Blockchain is the consensus algorithm, which decides how agreement is made to append a new block between all nodes in the verifying network. Blockchain algorithms can be categorized into two main groups. The first group is proof-based consensus, which requires the nodes joining the verifying network to show that they are more qualified than the others to do the appending work. The second group is voting-based consensus, which requires nodes in the network to exchange their results of verifying a new block or transaction, before making the final decision. In this paper, we present a review of the Blockchain consensus algorithms that have been researched and that are being applied in some well-known applications at this time.

• 한국컴퓨터정보학회논문지
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• 제10권6호
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• pp.239-252
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• 2005

유비쿼터스 환경의 핵심 기술인 USN은 배터리 용량 및 연산능력이 제한된 자원하에서 운영되어야 하며 이로 인하여 USN은 저 전력소비 및 최소의 연산량을 유지하기 위한 경량화된 설계가 반드시 요구된다. 이전의 J$\emptyset$sang의 신용모델에 기반한 USN상호인증 방법은 최소의 연산 기능만을 적용하여 경량화 된 상호인증이 가능하다는 특징이 있으나, 신용을 표현하기 위한 구성요소들의 속성이 경량성의 측면에서 미비점을 갖는다. 본 논문에서는 USN에서의 경량 상호인증에 적용하기 위해 J$\emptyset$sang 모델을 개선한 신용모델을 제안한다. 제안된 USN신용모델은 오직 신용 표현 대상(x)의 믿음(belief)의 정도만을 적용하여 신용정보를 정의한다 정의된 신용정보는 확률 및 논리 연산(AND)에 기초하여 정보를 계산하기 때문에 기존 J$\emptyset$sang의 신용모델 보다 계산량 측면에서 경량성을 가진다.

• 정보보호학회논문지
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• 제23권2호
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• pp.157-168
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• 2013

소셜 네트워크 서비스는 생산자와 소비자의 구분 없이 모든 사용자가 직접 정보를 생산, 가공, 유통할 수 있는 양방향 미디어이다. 이용자 수가 빠르게 증가하면서 사용자들이 다양한 정보를 획득하고 공유할 수 있게 되었지만 서비스 상에서 신뢰할 수 없는 정보들의 확산으로 인한 문제점이 발생하고 있다. 또한, 개방적 환경이라는 점을 악용하여 사용자의 프라이버시를 침해하고 서비스 및 사용자의 신뢰도를 낮추는 문제가 확산되고 있다. 따라서 민감한 정보는 정보 생산자가 신뢰할 수 있는 사람에게만 전달될 수 있어야하고, 신뢰할 수 있는 사람으로부터 정보를 제공받아야한다. 이러한 필요성으로 인해 사용자의 신뢰도를 평가할 수 있는 효율적인 방법이 필요하다. 본 논문에서는 서비스에서의 신뢰를 정의하며, 서비스의 기능을 활용하여 Trust Parameter를 만들고 사용자의 신뢰도를 평가할 수 있는 동적 사용자 신뢰도 평가 스킴을 제안한다. 그리고 제안한 신뢰도 평가 스킴에 대한 분석을 통해 사용자들의 신뢰도에 대한 신뢰 범위를 도출한다.