A Comprehensive Trust Model Based on Social Relationship and Transaction Attributes

Abstract

The existing approaches to predict trust values in social commerce are based on personal social relationships without considering historical transaction information about products in social commerce, which results in false recommendations, and deceptions cannot be differentiated. Trust values extracted from social links can improve the performance of trust and reputation mechanism, but the rates from these links in social commerce can be false because of the stakeholders’ manipulation for personal interest. And the rates are also dynamic and inconsistent. Therefore, this paper proposes a comprehensive trust model by fully exploiting the effects of the transaction attributes and social relationships on users’ trust. The proposed model refines the granularity of trust evaluation and improves the discrimination of recommended information. Experiments demonstrate that the proposed model performs better and predicts more accurately than the three models compared under the same circumstance.

Web User Trust Evaluation: A Novel Approach Using Fuzzy Petri Net and Behavior Analysis

“…Therefore, the accuracy of the evaluation model needs to be improved. Gong et al [11], using the influence of transaction attributes and social relationships on user trust, proposed a comprehensive trust model. This model improves the granularity of trust evaluation and improves the discrimination of recommended information, to a certain extent.…”