Reference trust model in e-commerce

The volume of e-commerce is increasing day by day and it is thought that it will lead the classical commerce in the future especially in some sectors. Virtual stores use a trust model to show their dependability for the purpose of attracting the customers. Those models neglect the friend trust criteria although they harbor a lot of parameters. In this work, a new trust model which considers the reference of a close friend of the customer among the evaluation criteria is proposed.