Computer Science ›› 2014, Vol. 41 ›› Issue (12): 138-142.doi: 10.11896/j.issn.1002-137X.2014.12.029

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Prediction of Latent Trust Relationships in E-commerce

MA Xiao,GAN Zao-bin,LU Hong-wei and MA Yao   

  • Online:2018-11-14 Published:2018-11-14

Abstract: Trust relationships play an important role in helping users collect reliable information.Existing trust relationships prediction methods are mainly based on the trust transitivity and user similarity.However,in e-commerce systems,reviews from users with different reputations may have different impacts on other users’ purchasing behaviors.Different user reputations may have different impacts on trust relationships prediction.Therefore,this paper formally described a user-trust relationships sub-network and a user-product-review relationships sub-network in e-commerce systems.According to sociological theory,a trust relationships prediction method was proposed based on user similarity and global reputation,which aims at discovering the latent trust relationships between unfamiliar users in e-commerce systems and helping users distinguish the reliability of rating information in order to choose reliable products.Comparative experiments on the trust relationships prediction were performed on Epinions dataset.The experimental results show that the proposed method has better trust prediction accuracy.

Key words: E-commerce,Trust relationships,User similarity,Global reputation

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