• Journal of Digital Convergence
• /
• v.2 no.2
• /
• pp.29-44
• /
• 2004

The main objective of this study is to investigate the determinants of consumer trust in e-business. It examines consumer perceptions trust in a Web site and address following research questions: What factors influence consumer trust in a Web site and what specific Web site cues are associated with trust and satisfaction? We test our hypothesis in a empirical data from 568 consumers across 4 Web sites. By factor analysis, the results show that Web site characteristics are such as product information and purchase process , system stability, navigation, privacy(security), design, information of seller, pay methods, and customer service. We also find that brand and Web site characteristics such as Web site design, navigation, privacy(security), and customer service can explain over 59% of the variance in Web site trust and 60% in satisfaction. The results offer important implication for Web site strategies that include the manipulation of factors influencing Web site trust. And the future directions of the present research are discussed.

• Journal of Information Technology Applications and Management
• /
• v.17 no.4
• /
• pp.39-56
• /
• 2010

We are sometimes interacting with people who we know nothing and facing with the difficult task of making decisions involving risk in social network. To reduce risk, the topic of building Web of trust is receiving considerable attention in social network. The easiest approach to build Web of trust will be to ask users to represent level of trust explicitly toward another users. However, there exists sparsity issue in Web of trust which is represented explicitly by users as well as it is difficult to urge users to express their level of trustworthiness. We propose a fuzzy-based inference model for Web of trust using user behavior information in social network. According to the experiment result which is applied in Epinions.com, the proposed model show improved connectivity in resulting Web of trust as well as reduced prediction error of trustworthiness compared to existing computational model.

• Proceedings of the Korea Database Society Conference
• /
• 2010.06a
• /
• pp.277-287
• /
• 2010

We are sometimes interacting with people who we know nothing and facing with the difficult task of making decisions involving risk in social network. To reduce risk, the topic of building Web of trust is receiving considerable attention in social network. The easiest approach to build Web of trust will be to ask users to represent level of trust explicitly toward another users. However, there exists sparsity issue in Web of trust which is represented explicitly by users as well as it is difficult to urge users to express their level of trustworthiness. We propose a fuzzy-based inference model for Web of trust using user behavior information in social network. According to the experiment result which is applied in Epinions.com, the proposed model show improved connectivity in resulting Web of trust as well as reduced prediction error of trustworthiness compared to existing computational model.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.8 no.4
• /
• pp.25-35
• /
• 2013

The main objective of this study is to investigate the structural relation between antecedents and consequences of web sites' trust of venture company. It examines consumer perceptions trust in a web site and address following research questions; what factors influence consumer trust in a web site and what specific web site cues are associated with trust, satisfaction, and intention? We test our hypothesis in a empirical data from 123 consumers across 3 web sites of venture companies. By factor analysis, the results show that web site characteristics are such as design, business function, interface, technology, community, and contents of each web site. We also find that web site characteristics such as design, interface, technology, and community can influence significantly satisfaction of web site, and design and contents of web site can influence consumer's trust. And the results show that trust influence behavioral intention through the satisfaction. The results offer important implication for web site strategies of venture company that include the manipulation of factors influencing web site trust. And the future directions of the present research are discussed.

• The Journal of Information Systems
• /
• v.15 no.3
• /
• pp.131-157
• /
• 2006

A lack of trust in the technical and institutional environments surrounding the web can hinder e-commerce adoption, because Internet social cues are minimal and trust is difficult th establish. Web vendors must act purposefully to overcome consumer perceptions of uncertainty and risk by building trust-both in their own web sites and in the broader Internet environments. Trust makes consumers comfortable by sharing personal information making purchases, and acting on web vendor advice-behaviors essential to wide-spread adoption of e-commerce. Understanding the nature and antecedents of trust is, therefore, a major issue for both Internet researchers and practitioners. Prior research on e-commerce trust has used diverse, incomplete, and inconsistent definitions of trust therefore, making it difficult to compare results across studies. This study tried to and the empirical relationships among the trust-related factors on the usage of Internet shooing mall. The model includes five high-level constructs-disposition to trust institution-based trust trusting beliefs, trusting intention and environmental factors. The results showed that the disposition to trust and the environmental factors had a significant effect on the web site trust however, their effect was not consistent Moreover, the model suggested in this study need to be extended including with the more sociological factors and results in this study required to be verified with those extended model.

• Journal of Information Technology Applications and Management
• /
• v.23 no.4
• /
• pp.101-116
• /
• 2016

In this paper, we suggested a model that reflects the role played by the consumer's regulatory focus (promotion focus and prevention focus) as determinant factors of trust in the Web site. Also, we considered the moderating effects of consumers' purchasing experience toward online shopping. We conducted a two-month survey of 230 individuals using online shopping sites for hypotheses testing. The study results are summarized as follows. Firstly, promotion focused consumers showed higher trust to a web site compared to prevention focused consumers. Secondly, the moderating effect of purchasing experience between regulatory focus and consumer trust to a web site is statistically significant. The effect of a prevention focused consumers on consumer trust to a web site is stronger when purchasing experience toward online shopping is high compared to low. Based on these findings, this study presents practical and academic implications of the research.

• The Journal of the Korea Contents Association
• /
• v.11 no.6
• /
• pp.459-471
• /
• 2011

This study attempts to identify the effects of the perceived quality of the web-site of Deluxe Hotels Wedding on the satisfaction of web-site, trust of web-site, and purchasing intention of wedding products. For data analyses, a total of 300 questionnaire were distributed to those who had experience of web searching for Deluxe Hotels Wedding. Among them, 244 survey data were used for analyses. This study obtained following results. First, it found that information quality and service quality of web-site had the positive effects on the satisfaction and trust of web-site. Second, the service quality of web-site had the positive effect on purchasing intention of wedding products while information quality had no influences on it. Third, the satisfaction of web-site had the positive effect on trust of web-site and purchasing intention of wedding products. Fourth, trust of web-site had the positive effect on purchasing intention of wedding products. Therefore, Deluxe Hotels, Should be prepared the Various Strategy for the web-site Visit Guest.

• Journal of KIISE
• /
• v.43 no.1
• /
• pp.106-118
• /
• 2016

Recently, as the generation and sharing of web data have increased, the importance of a social semantic web that combines the semantic web and the social web has also been increasing. In this paper, we propose a trust evaluation scheme based on provenance by extending the PROV model in the social semantic web environment. The proposed scheme manages the provenance of web data and adds the necessary elements for trust evaluation in the PROV model of W3C. The extended PROV model supports data management and provenance tracing. The proposed trust evaluation scheme considers various parameters such as user trust, original data trust, and user evaluation. The evaluated trust is managed as provenance. When processing a query, the proposed scheme generates a result by considering the trust. Therefore, the proposed scheme can manage the provenance of web data and compute data trust correctly by using such various parameters. The evaluated trust becomes a criterion to determine whether the query result can be trusted or not. In order to show the validity of the proposed scheme, we verify its performance using SPARQL queries.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.42 no.3
• /
• pp.39-51
• /
• 2019

This paper is an exploratory study to investigate the influence of characteristics of local government web-sites on user satisfaction and trust. The objective of this research is to identify the characteristics of local government web-sites influencing on user satisfaction and trust, and determine how they affect user satisfaction and trust. From the literature review, we identify four characteristics which are expected to influence on user satisfaction: technical, information, customer-oriented, and work-performing characteristics. In addition, we develop research model that the four characteristics are expected to affect user satisfaction and trust via users' perceived values. The results of the research are as follows. The technical, customer-oriented, and work-performing characteristics significantly affects perceived values, which significantly affected user satisfaction and trust. Perceived value is partially mediated by user satisfaction in affecting user trust. The characteristics of local government web-sites affecting perceived values differed partially by the purpose of visitor. As for the personal goal, the technical, customer-oriented, and work-performing characteristics significantly affect perceived values, with the technical and customer-oriented characteristics having more significant effects. As for the business goal, the technical, information, work-performing characteristics significantly affected perceived values, with information characteristics having more significant effects.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.16 no.1
• /
• pp.38-59
• /
• 2022

Web services instances can be classified into two categories, namely trusted and untrusted from users. A web service with high throughput (TP) and low response time (RT) instance values is a trusted web service. Web services are not trustworthy due to the mismatch in the guaranteed instance values and the actual values achieved by users. To perform web services selection from users' attained TP and RT values, we need to verify the correct prediction of trusted and untrusted instances from invoked web services. This accurate prediction of web services instances is used to perform the selection of web services. We propose to construct fuzzy rules to label web services instances correctly. This paper presents web services selection using a well-known machine learning algorithm, namely REPTree, for the correct prediction of trusted and untrusted instances. Performance comparison of REPTree with five machine learning models is conducted on web services datasets. We have performed experiments on web services datasets using a ten k-fold cross-validation method. To evaluate the performance of the REPTree classifier, we used accuracy metrics (Sensitivity and Specificity). Experimental results showed that web service (WS1) gained top selection score with the (47.0588%) trusted instances, and web service (WS2) was selected the least with (25.00%) trusted instances. Evaluation results of the proposed web services selection approach were found as (asymptotic sig. = 0.019), demonstrating the relationship between final selection and recommended trust score of web services.