期刊名称：International Journal of Hybrid Information Technology
印刷版ISSN：1738-9968
出版年度：2013
卷号：6
期号：2
出版社：SERSC
摘要：Trust in e-commerce has become one of the most important issues in online applications. Constantly, a user will only search for the most credible of goods and service providers and then take on their transactions. How to confirm which service providers are the most trusted for a user has become the most critical problems. This paper presents a trust network and small world trust community clustering for the analysis of the users most trusted relationship. It uses the nodes to represent the various subjects involved in the trust and use the connection links to denote relationships. The weight of the links indicates the strength of the relationships. First, it construct a trust network diagram which has the weight value of links, and then to analyze the clustering properties of the relationship according to the weights and the path length. At last, it classifies the most trusted subjects to the same cluster for a user. Local trust recommendation degree and global trust recommendation degree are used to evaluate trust relations among subjects and it gives an improved shortest path algorithm to construct trust network. A clustering algorithm based on coefficient and path length is presented for e-commerce trust network community. Experiments show that the method of building trust through the network model can well describe the main indirect e-commerce trust and the algorithm has obvious advantages in accuracy and time cost
关键词：E-commerce; Small world network; shortest path algorithm; trust community ;clustering ;1. Introduction ;We can use the complex; interactive network node and network connections to represent ;the interests of the subjects and the interactions or relationship between them in e-commerce ;trust [1]. A notion of trust is described for estimating the economic value of trust [2]. ;Reputation and trust have also been used in many fields such as economics; e-commerce and ;wireless sensor networks [3]. The description of trust can be come from different factors [4]. ;Trust relationship between subjects to another can be regulated by trust network model and ;support the function of other's trust or credibility [5; 6; 7]. Trust network in e-commerce is ;one of social network. We can use the tool of social network analysis to study the theory and ;methods. Many scientists have studied the structure and properties of the large and complex ;network [8; 9; 10]; such as small-world networks; collaboration networks; multi-scale ;networks and community networks in their attributes analysis of the structure and the ;topology [11; 12; 13]. These networks and have very similar characteristics and properties ;with e-commerce trust networks. ;Most studies in the past have focused on the study of a single subject; or trust in the ; var currentpos;timer; function initialize() { timer=setInterval("scrollwindow()";10);} function sc(){clearInterval(timer); }function scrollwindow() { currentpos=document.body.scrollTop; window.scroll(0;++currentpos); if (currentpos != document.body.scrollTop) sc();} document.onmousedown=scdocument.ondblclick=initializeInternational Journal of Hybrid Information Technology ;Vol. 6; No. 2; March; 2013 ;2 ;credibility of the establishment of the issue. There is little in the network relationships of trust ;issues between subjects in e-commerce applications of real confidence. For example; in the ;trust evaluation model of subject; the majority of researches focus on the trust and credibility ;of the subject; and by the characteristics of the individual to establish trust and credibility for ;impact on the surrounding association to determine the subject. This kind of trust and ;credibility is unchanged in the network. For any subject in the network; its trust degree is the ;same. However; it is difficult to trust a credibility which establish by unilateral confidence ;due to the uncertainty of the sources of information and breadth of the subject in e-commerce ;environment. Trust relationship between subjects is different in reality trust network. That is ;trust degree; which is different from a subject to another subject compare to the subject to ;others. In addition; a direct trust degree between a subject and another does not mean that the ;degree of global one between them. One could decide whether to buy a product by some ;passed the evaluation of other users though he has not interact with the merchant when he ;brows products in e-commerce. These users may have the same characteristics or properties ;with the user. The user may trust these users which are in the trust network and then trust ;their review and purchase the goods. Therefore; a trust relationship of the trust and credibility ;in e-commerce environment needs an evaluation model which is established on self-trust ;relationship. ;1.1 Small World Network ;The research of relationship of social network can be traced back to the 1960s in the field ;of sociology. Milgram found the characteristics of small world in social network analysis [14]. ;Since then; many researchers made an extensive research on social network structure and ;their characteristics. With the development of computer science and network technology; it is ;growing in popularity in computer science. In the related research in the small world network; ;the graph model is a very important modeling tool. It has been abstracted an individual into a ;node and the relation between the individuals into the link. The study of this particular graph ;can analysis and mining the internal pattern and information that be implied. Graph model ;can be applied in sociology; human behavior; transmission of disease and information and ;communication aspects of the Internet and other online communities. Recently; some ;researches of data mining and structure mining technical have proved that these networks ;have the small world properties and characteristics. In order to improve the efficiency and ;scalability of SA-Cluster; Zhou proposes an efficient algorithm Inc-Cluster to incrementally ;update the random walk distances given the edge weight increments [15]. And Wu proposes a ;framework of an exact solution and an approximate solution for computing ranking on a ;subgraph. He proved that the ideal-rank scores for pages in the subgraph converge and ;analyzed the distance between Ideal-rank scores and approx-rank scores of the subgraph [16]. ;1.2. Trust Network for E-commerce ;In e-commerce environment; Business subjects; including consumer and business; their ;trust and credibility has become an important issue which affects the development of e-;commerce. There are trust relationships exists between consumers to consumers; businesses ;to businesses; and consumers to businesses. Golbeck proposed a trust inference mechanism ;for trust relation establishment between a source participant and the target one based on ;averaging trust values along the social trust paths [17]. G. Liu put forward a framework of ;trust propagation to study the complex social network by the path selection problem and a ;new concept Quality of Trust is used to guarantee a certain level of trust worthiness in trust ;propagation along a social trust path [18]. R. James examined the role of trust from various
