Identifying the Effective Factors in Making Trust in Online Social Networks on the perspective of Iranian experts Using Fuzzy ELECTRE

Document Type : Research Paper

Authors

Abstract

this paper attempts to rank the effective factors in making trust in social networks to provide the possibility of attracting and increasing users’ trust on these social networks for providers and designers of online social networks. Identifying the effective factors in making trust in social networks is a multi-criteria decision making problem and most of effective factors are ambiguous and uncertain, thereby this article uses Fuzzy ELECTRE to rank them. By implementing Fuzzy ELECTRE on gathered data, respectively «usability factor», «supporting up to date technology factor», «integrity» and «the rate of ethics factor» are on the top of effective factors in making trust in users. In general, «web features» and «technology features» have a higher degree of importance than «security features», «individual-social features» and «cultural features». Ranking of Fuzzy ELECTRE comparison ranking of Fuzzy TOPSIS and Fuzzy ELECTRE method becomes validate because Spearman correlation coefficients is 0/867. Result of sensitivity analysis on changing weight of criteria shows that Fuzzy ELECTRE isn’t affected by ambiguity and uncertainty in inputs.

Keywords

Main Subjects


Adali, S., Escriva, R., Goldberg, M.K.,  Hayvanovych, M., Magdon-Ismail, M., Szymanski, B.K., Wallace, W.A. & and Williams, G. (2010). Measuring Behavioral Trust in Social Networks. In ISI 2010 - 2010 IEEE International Conference on Intelligence and Security Informatics. Public Safety and Security, 23-26 May 2010, Vancouver, BC, Canada, DOI: 10.1109/ISI.2010. 5484757.
Allum, N., Patulny, R., Read, S. & Sturgis, P. (2010). Re-evaluating the Links Between Social Trust, Institutional Trust and Civic Association. Spatial and Social Disparities, 2: 199-215.
Amene, R. (2014). Types of Online Social Networks:very far, very near. Social Medias. Retrieved from http://socialmedia.ir/social-networks/types-of-social-media.html. (in Persian)
Ananyev, M. & Guriev, S. (2013). Effect of Income on Trust: Evidence from the 2009 Crisis in Russia, 1–30. Retrieved from http://extranet.isnie.org/uploads/ isnie2013/ananyev_guriev.pdf.
Asadi Someh, I. (2010). Application of Instutionistinc Fuzzy PROMEETHE to Website Quality Improvement (Case Study: Virtual Universities). Tarbiat Modares. university, Tehran. (in Persian)
Bart, Y., Shankar, V., Sultan, F. & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? ALarge-Scale Exploratory Empirical Study. Marketing, 69(4): 133–152.
Buchanan, J., Sheppard, P. & Vanderpoorten, D. (1998). Ranking projects using the ELECTRE method. In Operational Research Society of New Zealand. Proceedings of the 33rd Annual Conference. (pp. 42–51)
Chang, M. K., Cheung, W. & Tang, M. (2013). Building trust online: Interactions among trust building mechanisms. Information & Management, 50(7): 439-445.
Coleman, J. S. (1988). Social Capital in the Creation of Human Capital. American Journal of Sociology, Vol. 94. Supplement: Organizations and Institutions: Sociological and Economic Approaches to the Analysis of Social Structure (1988), pp. S95-S120.
Collin, C., Rahilly, K., Richardson, I. & Third, A. (2011). The Benefits of Social Networking Services: A literature review. Melbourne :Cooperative Research Centre for Young People,Technology and Wellbeing.
Cyr, D. (2008). Website design, trust, satisfaction and e-loyalty: The Indian experience Citation. Online Information Review, 32(6): 773 – 790.
Delhey, J. (2005). Predicting Cross-National Levels of Social Trust: Global Pattern or Nordic Exceptionalism? European Sociological Review, 21(4): 311-327.
Delhey, J. & Newton, K. (2003). Who trusts?The origins of social trust in seven societies. European Societies, 5(2): 93–137.
Dorn, E. & Sahinyan, A. (2012). Online Trust and CommuteGreener! Is online trust enough to create stickiness behavior? Retrieved from https://gupea.ub.gu.se /handle/2077/28568.
Egger, F.N. (2003). From interactions to transactions: designing the trust experience for business to-consumer electronc commerce. PhD Thesis, Eindhoven University of Technology (The Netherlands). ISBN: 90-386-1778-X.
Evil, A., Shaver, E. & Wogalter, M. (2003). On trust in the Internet: Belief cues from domain suffixes and seals of approval. Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 47(11): 1346-1350.
Fukuyama, F. (1997). Social Capital and the Modern Capitalist Economy: Creating a High Trust Workplace. Washangton: Stern Business.
Gayathri, K., Tony, T. & Ayasudha, J. (2012). Security issues of media sharing in social cloud. In nternational Conference on modeling, Optimisation and Computing procedia engineering (pp. 3809–3815).
Golbeck, J. A. (2005). Computing and applying trust in web-based social networks. Annals of Physics. University of Maryland at College Park.
Gronroos, C. (2001). Service management and marketing: Customer management in service competition. John Wiley and Sons, Ltd.
Guitouni, A. & Martel, J. (1998). Tentative guidelines to help choosing an appropriate MCDA method, European Journal of Operational Research, 109(2): 501–521.
Gunia, B. C., Brett, J. M., Nandkeolyar, A. K. & Kamdar, D. (2010). Paying a price: Culture, trust, and negotiation consequences. Journal of Applied Psychology, 96(4): 774-789.
Hajizade, H. & Asghari, M. (2011). Statistical Methods and Analyses In Health and Biosciences (with SPSS guidance). Tehran: Jahad daneshgahi. (in Persian)
Hatami-Marbini, A. & Tavana, M. (2011). An extension of the Electre I method for group decision-making under a fuzzy environment. Omega, 39(4): 373-386.
Hatami-marbini, A., Tavana, M., Moradi, M. & Kangi, F. (2013). A fuzzy group Electre method for safety and health assessment in hazardous waste recycling facilities. Safety Science, 51(1): 414-426.
Kim, D. & Benbasat, I. (2003). Trust-related arguments in internet stores. A framework for evaluation. Journal of Electronic Commerce Research, 4(2): 49–64.
Leigh, A. (2006). Trust, Inequality, and Ethnic Heterogeneity. Economic Record, 82(258): 268–280.
Othman, M. S., Suhaimi, S. M., Lizawati Mi, Y. & Nadirah, M. (2012). An Analysis of Social Network Categories: Social Learning and Social Friendship. Procedia - Social and Behavioral Sciences, 56 ( 2012 ): 369 – 376.
Putnam, R. D. (2000). Bowling Alone: the collapse and revival of american community. Political Science Quarterly,115(4): 680-620.
Rousseau, D. M., Sitkin, S. I. M. B. & Burt, R. S. (1998). introduction to special topic forum not so different after all: a cross- discipline view of trust, Academy of Management Review, 23(3): 393-404.
Roy, B. (1991). the outranking foundations approach and the methods, Theory and Decision, 31(1): 49–73.
Rui, J., Greco, S., Roy, B., Owi, R. S. Ł. & Ski, Ń. (2013). An Overview of ELECTRE Methods and their Recent Extensions. Journal of Multi-Criteria Decision Analysis, 20(1-2): 61–85.
Sarwar, B., Karypis, G., Konstan, J. & Riedl, J. (2000). analysis of recommendation algorithms for e-commerce. In 2nd ACM Conference on Electronic Commerce. (pp. 158–167).
Shankar, V., Urban, G. L. & Sultan, F. (2002). Online trust: a stakeholder perspective, concepts, implications, and future directions. The Journal of Strategic Information Systems, 11(3-4): 325–344.
Shin, D.H. (2010). The effects of trust, security and privacy in social networking: A security-based approach to understand the pattern of adoption. Interacting with Computers, 22(5): 428–438.
Shneiderman, B. (2000). Designing trust into online experiences. Communications of the ACM, 43(12): 57-59.
Sillence, E., Briggs, P., Harris, P. & Fishwick, L. (2007). Health Websites that people can trust – the case of hypertension. Interacting with Computers, 19(1): 32–42.
Simanaviciene, R. & Ustinovichius, L. (2010). Sensitivity analysis for quantitative decision making methods: TOPSIS and SAW, Procedia - Social and Behavioral Sciences, 2(6): 7743–7744.
Sultan, F., Urban, G. L., Shankar, V. & Bart, Y. (2002). Determinants and Role of Trust in e-business: A Large Scale Exploratory Empirical Study. Working Paper No. 4282, Sloan School of Management, Massachusetts Institute of Technology.
Tan, F. B. F. & Sutherland, P. (2004). Online consumer trust: a multi-dimensional model. Journal of Electronic Commerce in Organizations (JECO), 2(3): 1–23.
Vance, A., Elie-Dit-Cosaque, C. & Straub, D. W. (2008). Examining Trust in Information Technology Artifacts: The Effects of System Quality and Culture. Journal of Management Information Systems, 24(4): 73–100.
Walczuch, R., & Lundgren, H. (2004). Psychological Antecedents of Institution-Based Consumer Trust in E-Retailing. Information & Management, 42(1): 159-177.
Wang, Y.D. & Emurian, H.H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in Human Behavior, 21(1): 105-125.
Wang, Y. M., & Elhag, T. M. S. (2006). Fuzzy TOPSIS method based on alpha level sets with an application to bridge risk assessment. Expert Systems with Applications, 31(2): 309–319.
Merkow, M.S. & Breithaupt, J. (2014). Information Security: Principles and Practices. United America: Pearson IT Certification.
Zambonini, D. (2009). Six Metrics for Measuring Online Reputation. http://www.boxuk.com/blog/six-metrics-for-measuring-online-reputation/.
Zheleva, E., Teriz, E. & Getoor, L. (2012). Privacy in social networks. California, US: Morgan & Claypool.
Zolin, R., Hinds, P. J., Fruchter, R. & Levitt, R. E. (2004). Interpersonal trust in cross-functional, geographically distributed work: A longitudinal study. Information and Organization, 14(1): 1–26.