Medición del impacto en la confianza de marca de un sistema descentralizado de confianza para la marca Heincke : estudio cuantitativo para consumidores de panela en Bogotá.

El presente trabajo simuló un sistema descentralizado de confianza y evaluó el efecto que este tiene sobre la percepción de transparencia, la intención de compra, el precio a pagar, el voz a voz y la confianza de marca en un producto. Para desarrollar el estudio se trabajó junto a la marca de panela HEINCKE, reconocida por su compromiso tanto ambiental como social, y se hizo un análisis comparativo entre la simulación de un sistema descentralizado de confianza y un sistema centralizado de confianza –sellos y certificaciones. Para probar qué efectos tenían estos sistemas sobre las variables mencionadas, se siguió una metodología experimental cuantitativa en la que 3 grupos de consumidores fueron expuestos a tratamientos diferenciados. El análisis de la información muestra que un sistema descentralizado de confianza incrementa la percepción de transparencia, la intención de compra por parte del consumidor y el precio que este está dispuesto a pagar.1. Resumen ; 2. Palabras Clave ; 3. Planteamiento del problema ; 4. Marco teórico ; 5. Metodología ; Tipo de estudio ; Población ; Variables ; Procedimiento ; Análisis de datos ; 6. Resultados ; 7. Conclusiones .Magíster en Dirección de Marketing, CESA

Anonymously Establishing Digital Provenance in Reseller Chains

An increasing number of products are exclusively digital items, such as media files, licenses, services, or subscriptions. In many cases customers do not purchase these items directly from the originator of the product but through a reseller instead. Examples of some well known resellers include GoDaddy, the iTunes music store, and Amazon. This thesis considers the concept of provenance of digital items in reseller chains. Provenance is defined as the origin and ownership history of an item. In the context of digital items, the origin of the item refers to the supplier that created it and the ownership history establishes a chain of ownership from the supplier to the customer. While customers and suppliers are concerned with the provenance of the digital items, resellers will not want the details of the transactions they have taken part in made public. Resellers will require the provenance information to be anonymous and unlinkable to prevent third parties building up large amounts of information on the transactions of resellers. This thesis develops security mechanisms that provide customers and suppliers with assurances about the provenance of a digital item, even when the reseller is untrusted, while providing anonymity and unlinkability for resellers . The main contribution of this thesis is the design, development, and analysis of the tagged transaction protocol. A formal description of the problem and the security properties for anonymously providing provenance for digital items in reseller chains are defined. A thorough security analysis using proofs by contradiction shows the protocol fulfils the security requirements. This security analysis is supported by modelling the protocol and security requirements using Communicating Sequential Processes (CSP) and the Failures Divergences Refinement (FDR) model checker. An extended version of the tagged transaction protocol is also presented that provides revocable anonymity for resellers that try to conduct a cloning attack on the protocol. As well as an analysis of the security of the tagged transaction protocol, a performance analysis is conducted providing complexity results as well as empirical results from an implementation of the protocol