Trust Transitivity In Social Commerce

The development of electronic commerce and social media promotes social commerce. This new business model can provide a good shopping experience for consumers. As the relationship among users in social commerce can bring trust in network transaction, social commerce can solve the problem of trust in traditional electronic commerce to a certain extent. However, some problems have emerged because of this relationship. In social commerce, the strong trust relationships may weaken the fear of users about business opportunism behavior, and users may make quick purchasing decisions. If there is fraud, the loss will be more serious. In order to forecast and guard against this “risk” effectively, strengthen the credibility of social commerce environment, and build the credit system of social commerce gradually, we need to further research the trust transitivity mechanism and risk control strategy in social commerce.So, in this paper, our work is about 2 aspects: the construction of trust transitivity model and trust transitivity risk control in social commerce. The main tasks and contributions include:(1) Analyzes the present research situation of social commerce and trust transitivity. Throughout the research actuality of home and abroad, there are many researches on trust transitivity model; study about social commerce is just started and the research of combining these two aspects is less reported. Due to the particularity and diversity of social commerce, current trust transitivity model cannot be directly applied to this environment.(2) By combining the trust research achievements and the characteristics of social commerce, we put forward related concept of social commerce, define and build the social commerce trust transitivity network(SCTTN).(3)Establish the social commerce trust transitivity model. In the obtain of direct trust, because of the weakness of common trust access method based on evidence, we put forward a new method which consider the social relationship between participants and is more suitable for the environment of social commerce. In the trust concatenation and aggregation mechanism, we put forward a new concatenation operator which makes relative atomicity in J?sang’s trust model further extended to positive factor and this new operator can reflect the personality of trading subject.(4) Put forward a method about trust transitivity network simplification. If we apply the trust transfer model to the social commerce environment directly, there will be a problem of double-counting referral trust, which will lead to "hidden risks", so put forward a method of adjusting the indegrees of nodes to simplify the trust transitivity network.(5) Establish the prototype system of social commerce trust transitivity. We synthesize the social commerce trust transitivity network, model and simplification algorithm in a systematic thought.