Trust In Platform Research Articles

Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness

Abstract Given the increasingly specific ways marketers can target ads, consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness. Drawing on literature about offline norms of information sharing, we posit that ad transparency backfires when it exposes marketing practices that violate norms about “information flows”—consumers’ beliefs about how their information should move between parties. Study 1 inductively shows that consumers deem information flows acceptable (or not) based on whether their personal information was: 1) obtained within versus outside of the website on which the ad appears, and 2) stated by the consumer versus inferred by the firm (the latter of each pair being less acceptable). Studies 2 and 3 show that revealing unacceptable information flows reduces ad effectiveness, which is driven by increasing consumers’ relative concern for their privacy over desire for the personalization that such targeting affords. Study 4 shows the moderating role of platform trust: when consumers trust a platform, revealing acceptable information flows increases ad effectiveness. Studies 5a and 5b, conducted in the field with a loyalty program website (i.e., a trusted platform), demonstrate this benefit of transparency.

Understanding consumer repurchase intention on O2O platforms: an integrated model of network externalities and trust transfer theory

The purpose of this study is to propose a theoretical model to explain consumer repurchase intentions in O2O commerce context by integrating network externalities theory and trust transfer theory. The model was tested using the data collected from 376 customers of an O2O platform in China. The results showed that different types of trust, direct and peer network externalities, all have impacts on consumer repurchase intentions. Trust transfer processes occur in O2O commerce. Furthermore, three components of network externalities all impact on trust in O2O platform. The implications of this study from both research and practice perspectives are discussed.

The Effects of Multidimensional Customer Trust on Purchase and eWOM Intentions in Social Commerce based on WeChat in China

The development of mobile social networking service (SNS) triggers the growth of social commerce industry. Customers rely considerably on electronic word of mouth (eWOM) to make purchasing decisions. Thus, SNS is an important commercial platform that offers attractive opportunities and challenges to firms. This study sheds light on the role of SNS as a social commerce platform by focusing on WeChat, the most popular SNS in China. This study identifies three different types of trust based on SNS that customers perceive in the context of social commerce. These types of trust are contents trust, source trust, and platform trust. This study suggests the antecedents and consequences of each trust. Our results prove that eWOM intention relies on contents trust and source trust, whereas purchase intention depends on contents trust, source trust, and platform trust. This study also finds that contents trust is positively influenced by source trust and platform trust. Finally, the result verifies the key antecedents of each trust, namely, vividness and timeliness for contents trust, competence, benevolence, and integrity for source trust, and instrumental need and social need for platform trust. The discussion and implications on the findings are provided.

Research on the Influence of Interaction on Customers’ Behavioral Intention Under the Platform-Type B2C Mode

In this research, the questionnaire method was mainly used. As for variable design, we firstly used the relatively mature scale in related documents for reference. Based on the past research achievements, we made proper modifications in combination with the practical situation of this research, and finally formed the measurement indexes of all variables in combination with the opinions and suggestions of the adviser and marketing researchers. The variables involved in this research include the interaction, customer perceived value, platform trust, online shopping experience and behavioral intention etc.

모바일 인스턴트 메신저 및 플랫폼 신뢰도가 모바일 콘텐츠 구매의도에 미치는 영향: 카카오플랫폼과 카카오톡 이모티콘을 중심으로

모바일 인스턴트 메신저 및 플랫폼 신뢰도가 모바일 콘텐츠 구매의도에 미치는 영향: 카카오플랫폼과 카카오톡 이모티콘을 중심으로

Cooperation Performance between E-Commerce and Sports Commodity based on Online Marketing Strategy

With the rapid development of internet and information technology, adopting internet platform will provide new advantage for companies, especially for sporting goods business. In recent years, most sports enterprises build their own online sales platform, enhance customer loyalty and improve its competitive advantages by using efficient B2C distribution platform. In this paper, we make empirical analysis of the factors that will affect the brand loyalty, the result shows that: (1) from the correlation analysis, the platform trust and platform satisfaction has a significant correlation with the brand loyalty; (2) from the regress analysis, the coefficient is -0.865, t is 3.801 and Sig. is 0, the result shows that platform satisfaction has significant positive effect on platform loyalty. On this basis, we put forward the related suggestions to improve the network marketing of sports commodity.

A security and trust framework for virtualized networks and software-defined networking

With the great success of the second-generation wireless telephone technology and the third-generation mobile telecommunications technology, and the fast development of the fourth-generation mobile telecommunications technology, the phase of fifth-generation mobile networks or fifth-generation wireless systems 5G is coming. In this article, we indicate the open research issues of 5G security and trust in the context of virtualized networking and software-defined networking. We further propose a framework of security and trust focusing on solving 5G network security issues. The proposed framework applies adaptive trust evaluation and management technologies and sustainable trusted computing technologies to ensure computing platform trust and achieve software-defined network security. It adopts cloud computing to securely deploy various trustworthy security services over the virtualized networks. We analyze that the framework can support and satisfy all security requirements specified in standardization. We also suggest future research work according to the proposed framework and discuss the advantages of our framework in terms of practical deployment. Copyright © 2015 John Wiley & Sons, Ltd.

개방형 협업 플랫폼 참여의도에 영향을 미치는 요인에 관한 연구 : 음악산업을 중심으로

Added value of music industry in Korea is not distributed and calculated properly, and this obstacle brings various problems in a creative environment. Meanwhile, a new business model such as Open Collaboration, Crowdsourcing and platform that makes decisions and innovation from external resources has been appeared in commercial area. This new model like a composer delivers to consumers directly through Youtube.com, and multi collaboration is applied to the music industry, and it enables a new type of mechanism for creation, distribution, division, and calculation of music. However there are not enough empirical study of the music market because existing relative researches has been centered around fundamental concepts and application methodologies. This research defines Open Collaboration Platform in the music industry, and studies affecting factors of Participation Intention for example Justice, Information System Quality and Perceived Value. For a survey we apply PLS(Partial Least Square) to analyse Equity, Information System Quality and structural equation between Perceived Value and Participation Intention. Analysis results show Distributive Justice and Procedural Justice affects Platform Trust, and Service Quality, Economical Value and Emotional Value affects Platform Usefulness. Also Platform Trust and Platform Usefulness affects Platform Participation Intention. We discussed academic and practical implication based on research results.

Secure OpenID Authentication Model by Using Trusted Computing

The growth of Internet online services has been very quick in recent years. Each online service requires Internet users to create a new account to use the service. The problem can be seen when each user usually needs more than one service and, consequently, has numerous accounts. These numerous accounts have to be managed in a secure and simple way to be protected against identity theft. Single sign-on (SSO) and OpenID have been used to decrease the complexity of managing numerous accounts required in the Internet identity environment. Trusted Platform Module (TPM) and Trust Multitenancy are great trusted computing-based technologies to solve security concerns in the Internet identity environment. Since trust is one of the pillars of security in the cloud, this paper analyzes the existing cloud identity techniques in order to investigate their strengths and weaknesses. This paper proposes a model in which One Time Password (OTP), TPM, and OpenID are used to provide a solution against phishing as a common identity theft in cloud environment.

Research on Reputation and Risk Evaluation-Trust for Cloud Environment

This paper which starts from the characteristics of human social trust relationship, researches the trust in cloud computing environment. At present, the commercial cloud environment exist two main safe problems: one is the cloud platform trust security problems in their own special environment, the second is the security issues on the network of cheating, false, malicious ads and spam trust security . Aiming at solving this problem, on the basis of the existing trust models, this paper studies the cloud environment trust models according to the characteristics of the cloud environment, constructs a model of trust in the cloud environmentReputation and Risk Evaluation-Trust Model (RRE-Trust), and improves the trust evaluation algorithm. Finally, the experiment results show that, compared with the existing trust models, the proposed evaluate method of this model is closer to the real service behavior of service providers, resist effectively all kinds of malicious behaviors, shows a good robustness and ability in recognize.

Context-Aware Access Control Model for Cloud Computing

In view of malicious insider attacks on cloud computing environments, a new ContextAware Access Control Model for cloud computing (CAACM) was presented. According to the characteristic of cloud computing, we take spatial state, temporal state and platform trust level as context. The model establishes mechanisms of authorization from cloud management role to objects, which enables dynamic activation of role permission by associating cloud management role with context. It also achieves fine-grained access control on cloud objects by supervising the permission of management role in full life cycle. Moreover, it introduces the concept of exclusive managerial role, which extends access control from static protection on resources to dynamic authorization on managerial roles. Further, it describes the approach of role permission activation systematically. CAACM formally proves to be safe and it lays the groundwork for the deployment of CAACM in cloud computing systems.

How to make virtual community more active and cohesive: From brand and perceived protection perspectives

With the increasing popularity of the Internet and mobile Internet, the Virtual Community (VC) is becoming an important medium for person-to-person communication. To realise the potential of the VC, it is necessary to cultivate within it good group cohesion and vitality. Using empirical and experimental research methods, this study explores the effect of users' trust in the VC Platform (VCP) on group cohesion and vitality and how brand and perceived privacy security can affect users' trust in the VC. The research results indicate that the brand of the VCP can directly affect users' trust in the VC, and can also influence it indirectly through users' perceived privacy protection and perceived security protection. Further, this study also confirms that the performance of the VC (group cohesion and vitality) is significantly affected by users' trust in the VC. The results of this study can provide theoretical guidance for internet companies to maintain and enhance the value of VCs.

Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services

The factors affecting rejection or acceptance of an emerging IT artifact such as mobile banking have piqued interest among IS researchers and remain unknown due in part to consumers' trust and risk perceptions in the wireless platform. This study extends this line of research by conjointly examining multi-dimensional trust and multi-faceted risk perceptions in the initial adoption stage of the wireless Internet platform. Results of this study indicate that risk perception, derived from eight different facets, is a salient antecedent to innovative technology acceptance. Beyond prior studies, the results also provide empirical support for employing personal trait factors in analyzing acceptance of emerging IT artifacts.

Understanding the factors that influence acceptance of online auction platforms: a comparative study of Taobao and eBayEachnet

While eBay has flourished elsewhere in the world, its growth in Far Eastern markets has been quite the reverse. Drawing on the Technology Acceptance Model (TAM), the study surveyed users' perceptions of the usefulness and ease of use of two Chinese auction platforms: eBayEachnet and Taobao. The study's findings suggest that consumers' acceptance and choice of an auction platform are influenced by such perceptions and these may have contributed in part to the demise of the former and the rise of the latter. Further factors influencing acceptance such as trust in a platform and the enjoyable nature of the shopping experience are also explored.

Integrity Management Infrastructure for Trusted Computing

Computer security concerns have been rapidly increasing because of repeated security breaches and leakages of sensitive personal information. Such security breaches are mainly caused by an inappropriate management of the PCs, so maintaining integrity of the platform configuration is essential, and, verifying the integrity of the computer platform and software becomes more significant. To address these problems, the Trusted Computing Group (TCG) has developed various specifications that are used to measure the integrity of the platform based on hardware trust. In the trusted computing technology, the integrity data of each component running on the platform is recorded in the security chip and they are securely checked by a remote attestation. The infrastructure working group in the TCG is trying to define an Integrity Management Infrastructure in which the Platform Trust Services (PTS) is a new key component which deals with an Integrity Report. When we use the PTS in the target platform, it is a service component that collects and measures the runtime integrity of the target platform in a secure way. The PTS can also be used to validate the Integrity Reports. We introduce the notion of the Platform Validation Authority, a trusted third party, which verifies the composition of the integrity measurement of the target platform in the Integrity Reports. The Platform Validation Authority complements the role of the current Certificate Authority in the Public Key Infrastructure which attests to the integrity of the user identity as well as to related artifacts such as digital signatures. In this paper, we cover the research topics in this new area, the relevant technologies and open issues of the trusted computing, and the detail of our PTS implementation.

Secure manageable mobile handset platform architectures

The need for openness in mobile handset platform architectures from an applications development perspective, with a conflicting need for closedness in such platform architectures for security, manageability, and multiprotocol communications processing, has created a need for an overall platform architecture that provides simultaneous support for such features. Platform architectures are suggested that are rooted in hardware along with a trusted platform-aware architecture manager that creates closed partitions to provide cryptographic, communications, and manageability services, as well as open partitions for applications processing. Important and desirable ingredients in such platform architectures include domain separation, hardware rooted mechanisms to establish platform trust, hierarchical key management, secure storage, efficient resource management, and an inherently manageable platform.

TCPA: Who Can You Trust?

Perchance you have seen or heard the acronym TCPA. So what is TCPA? Is it an extension of TCP/IP? Well, no. TCPA stands for the Trusted Computing Platform Alliance, an initiative led by Intel, along with approximately 170 other companies such as HP/Compaq, IBM, and Microsoft. The Alliance intends to develop “a new computing platform for the next century that will provide for improved trust in the PC platform.” They want you to trust these platforms enough to use them for E-commerce. By promoting the concept of a trusted subsystem and chains of trust between those systems, such a platform has a good chance of becoming the basic building block for electronic commerce.

Improving the TCPA specification

The Trusted Computing Platform Alliance (TCPA) specification is a new computing platform for the next century that will provide for improved trust in the PC platform. Improving information security is an important and timely goal, but not at the cost of further weakening fair use doctrine, encouraging anticompetitive behavior, or eliminating privacy. Unfortunately, the current specification does not meet this standard.