Trust Relationship Modelling in E-commerce-Based Social Network

In multi-agent-based e-commerce environments, like a social network, it is critical for buying agents to build trust with the selling agents in the virtual e-marketplaces so as to mitigate the possible harm inflicted by any dishonest sellers. However, traditional approaches for establishing trust in the physical world can no longer be used. This paper introduces a graphical representation approach to uncover the existing social trust network in the virtual e-marketplaces. Firstly, it presents some notations of the graphical description approach. Secondly it discusses how to reconstruct the trust network in terms of the trust commonsense in people´ s daily life.