A Social Network-Based Trust Model for E-Commerce

The theory of social network and the harvest of trust models are researched. The trust model of e-commerce based on social network is built, and the recommendation path building algorithm is given. After considering the weight of the relationship between Internet members, trust degree of recommendation nodes, trust value attenuation with time and trade risk level about money, the simulation experiment on those factors is performed. The result indicates that the trust network mechanism based on social network is effective for restricting trust attack behavior in Internet and it provides trusty environments for trades of e-commerce between Internet members.