A Trust Model for Evaluating Trust and Centrality Based on Entropy Weight Method in Social Commerce
| Autor: | Yonghua Gong, Lei Chen |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Computer science
business.industry media_common.quotation_subject Prestige Data_MISCELLANEOUS 05 social sciences Internet privacy Eigenvector centrality 02 engineering and technology Social commerce law.invention Entropy weight method Promotion (rank) PageRank law 020204 information systems 0502 economics and business Similarity (psychology) 0202 electrical engineering electronic engineering information engineering Katz centrality Centrality business 050203 business & management media_common |
| Zdroj: | Communications in Computer and Information Science ISBN: 9789811575297 |
| DOI: | 10.1007/978-981-15-7530-3_4 |
| Popis: | Trust of the nodes plays an important role in users’ purchase decisions and trusted nodes can influence other nodes in the social commerce. The evaluation and prediction of users’ trustworthiness is also of great importance for social commerce marketing and promotion. However, analysis of trust and detection of what factors influence trust between users need investigation. This paper proposes a trust model and divides trust into direct trust and indirect trust which presented in the form of familiarity trust, similarity trust, prestige trust and ability trust. The respective weights of four attributes are calculated through entropy weight method. Different centrality approaches such as Eigenvector Centrality, PageRank and Katz Centrality are used to find influential nodes. We found similarity and prestige is relatively more important than familiarity and ability trust in users’ connections. Besides, there is a strong linear relationship between user nodes’ trust and their centrality. |
| Databáze: | OpenAIRE |
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