Trust Model and Simulation of E-commerce Based on Social Networks

Authors

Yu Zhen, 1. School of Information, Beijing Wuzi University, Beijing 101149, China;;2.Beijing Intelligent Logistics System Collaborative Innovation Center, Beijing 101149, China;;3.Beijing key Laboratory of Intelligent Logistics System, Beijing 101149, China;
Zhu Jie, 1. School of Information, Beijing Wuzi University, Beijing 101149, China;;2.Beijing Intelligent Logistics System Collaborative Innovation Center, Beijing 101149, China;;3.Beijing key Laboratory of Intelligent Logistics System, Beijing 101149, China;
Guicheng Shen, 1. School of Information, Beijing Wuzi University, Beijing 101149, China;;2.Beijing Intelligent Logistics System Collaborative Innovation Center, Beijing 101149, China;;3.Beijing key Laboratory of Intelligent Logistics System, Beijing 101149, China;

Abstract

Abstract: In the current e-commerce industry, users need to check for the historical evaluation of the commodity before buying goods mostly, but false recommendations and massive redundancy recommendation problem which widely exists at present seriously affect the effectiveness and accuracy of users’ obtaining recommendations. For getting trust in e-commerce transactions, an e-commerce trust model SNTrust based on social networks is proposed. In SNTrust model, each user maintains a trusted social network set; a topological structure of the user information diffusion in the social network is described in the model, and the recommendation node trust is introduced to measure its credibility, the algorithm to compute the trust value of a transaction is given. Simulation results show that the SNTrust trust model can effectively improve success rates of e-commerce transactions, and curb the malicious behavior to a certain extent.

Recommended Citation

Zhen, Yu; Jie, Zhu; and Shen, Guicheng (2019) "Trust Model and Simulation of E-commerce Based on Social Networks," Journal of System Simulation: Vol. 30: Iss. 8, Article 36.
DOI: 10.16182/j.issn1004731x.joss.201808036
Available at: https://dc-china-simulation.researchcommons.org/journal/vol30/iss8/36

First Page

3115

DOI Link

https://doi.org/10.16182/j.issn1004731x.joss.201808036

Last Page

3123

CLC

TP393

Recommended Citation

Yu Zhen, Zhu Jie, Shen Guicheng. Trust Model and Simulation of E-commerce Based on Social Networks[J]. Journal of System Simulation, 2018, 30(8): 3115-3123.

DOI

10.16182/j.issn1004731x.joss.201808036