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Social networking approach for building trust in e-commerce

Saraee, M, Shahghlian, A and Mazrooei, P 2010, 'Social networking approach for building trust in e-commerce' , Journal of Communication and Computer, 7 (6) , pp. 49-53.

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Abstract

E-commerce has played a major role for most business functions in today's competitive enterprises. In general, E-commerce has enabled online transactions while the most important factor in a transaction between two individuals is the degree of trust between them. This trust has an important role on making decision to carry on a business or not. At the same time, social network gives us the tool to model the whole society having online transactions. In this paper, the author used the facilities provided by social network to illustrate a better way for decision making of which transaction have the most trust benefiting both parties involved. To this end, the author proposed approach including clustering on the individual nodes to become grouped by a significant degree of trust between them. Based on the clustering and the degree of trust, authors proposed a method to compute the degree of success in a transaction for each pair of nodes.

Item Type: Article
Themes: Media, Digital Technology and the Creative Economy
Schools: Colleges and Schools > College of Science & Technology > School of Computing, Science and Engineering > Data Mining and Pattern Recognition Research Centre
Journal or Publication Title: Journal of Communication and Computer
Publisher: David Publishing Company
Refereed: Yes
ISSN: 1548-7709
Related URLs:
Depositing User: Dr Mo Saraee
Date Deposited: 26 Oct 2011 09:57
Last Modified: 20 Aug 2013 17:15
URI: http://usir.salford.ac.uk/id/eprint/18599

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