earticle

영어

Trust is the precondition to provide users with efficient services in social network. We often use the evaluation information of other users, but doesn’t use social network by the trust relationship. In this study, by using the trust network theory to obtain the evaluation reliability of user’s feedback on the service, obtaining transaction context information through the transaction background, a comprehensive service trust computation model is put forward. It incorporates self-feedback, trust network neighbor feedback, feedback similarity and transaction context information. It can avoid the sparsity and cold start in traditional trust computation. The experimental results show that the model can effectively prevent social network dishonest feedback, and more accurate to reflect the service trust.