The Online Trust Research Based On Social Networking Service

The arrival of the Web2.0era and the rapid progress of the Social Networking Service (SNS) have made the Internet social trend more and more obviously. The interpersonal communication between people based on SNS has become a new way of communication, which brings much convenience to us. However, it also exposes many new problems, such as network mob, phishing and network security. Now people who log on the SNS are worry about its accuracy and security, and even the safety of the whole Internet. Along with the vigorous development of SNS, the problems of online trust continue to spread, so that we have to do the thorough research of online trust urgently.Several issues of online trust that based on the platform of SNS are set forth in this paper, including the connotation of online trust, the essence of the social network, and also the association between interpersonal relationship and online trust, etc. The necessity and importance of online trust is also discussed. Through the elaboration of online trust problems of SNS, we analyze the main influence factors of online trust and generation mechanism in depth. The paper concludes that the essence of social online trust crisis is the very trust between people’s interpersonal relationship. In a social network environment, the online trust is mainly influenced by several factors, such as the subject, social media and online environment. Therefore, the online trust mechanism should be mainly constructed from three aspects in general, which includes the institution-based trust, the technology-based trust and the personality-based trust.