A Model for Investigation of the Intensity of Trust Relationships' Strength among Users in Social Media

Document Type : Research Paper

Authors

1 Ph.D. Candidate in Information Technology Engineering, Dep. of Industrial, K.N. Toosi University of Technology, Tehran, Iran

2 Assistant Prof. of Information Technology, Dep. of Industrial, K.N. Toosi University of Technology, Tehran, Iran

Abstract

Although trust relations among users in social media are the evidence of social influence, but the level of this impact depends on strength of trust among users. Therefore, in this paper we study the effect of trust relationships’ strength among users through the development of matrix factorization method. Matrix factorization is a method to predict the rate that user assign to the products. For this purpose, based on similarity factors the strength of trust relationship is measured, then this feature as an effective parameter was added to matrix factorization. The proposed model is applied on Epinions data set. The weight of trust relationships’ strength parameter is determined through the proposed model. Based on the results, by adding the strength of trust relationship the error rate is reduced. Furthermore, if the strength of trust between users is larger than 0.8, the error reduction will be more significant. Improving the results through more accurate estimation shows that this effect is set correctly.

Keywords

Main Subjects

References

ابزری، م.؛ قربانی، ح.؛ خواجه‎زاده، س. و مکینیان، ا. (1390). رتبه‎بندی عوامل مؤثر بر اعتمادسازی در محیط اینترنت با استفاده از تکنیک فرایند تحلیل سلسله‎مراتبی (AHP)، نشریۀ مدیریت فناوری اطلاعات، 3(7)، 18-1.
پیرمحمدیانی، ر. و محمدی، ش. (1393). بررسی سیستماتیک ارتباط بین تبلیغات کلامی و اعتماد در محیط رسانه‎های اجتماعی، دومین همایش ملی پژوهش‎های کاربردی در علوم کامپیوتر و فناوری اطلاعات، تهران.
پیرمحمدیانی، ر.؛ محمدی، ش. و حسینی، م. (1392). نقش تجارت اجتماعی بر رفتار و تصمیم‎گیری خرید مشتریان، همایش تخصصی بررسی ابعاد شبکه‎های اجتماعی، تهران.
حقیقی، ا. و منتظر، غ. (1394). شناسایی عوامل مؤثر بر اعتمادسازی در شبکه‌های اجتماعی برخط به‎کمک روش الکترۀ فازی، نشریۀ مدیریت فناوری اطلاعات، 7(4)، 740-715.
عسگری، ن. و حیدری، ح. (1394). ارائۀ الگویی از عوامل مؤثر بر اعتماد و رضایت مشتری در بخش تجارت الکترونیک (مورد مطالعه: سایت‌های تخفیف گروهی در ایران). نشریۀ مدیریت فناوری اطلاعات، 7(3)، 674- 655.
فتحیان، م. و حسینی، م. (1393). بررسی تأثیر اجتماعات مجازی در تقویت رفتار خرید مشتریان. نشریۀ مدیریت فناوری اطلاعات، 6(3)، 454-435.
Abzari, M., Ghorbani, H., Khajeh zadeh, S. & Makinian zadeh, E. (2011). Ranking Factors affecting confidence in the Internet environment using Analytical Hierarchy Process (AHP), Journal of Information technology management, 3(7), 1–18. (in Persian)
Almazro, D., Shahatah, G., Albdplkarim, L., Kherees, M., Martinez, R. & Nzopkop, W. (2010). A Survey Paper on Recommender Systems. DBLP. ACM, 29-38.
Asgari, N. & Heidari, H. (2015). Provide a model of factors affecting customer satisfaction and confidence in e-commerce (case study: group discount sites in Iran), Journal of Information technology management, 7(3), 655–674.
(in Persian)
Awad, N. F. & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101–121.
Bertrand, G. (2013). Social media research: developing a trust metric in the social age. International Journal of Market Research, 55(3), 333–335.
Borzymek, P. (2009). Enriching Trust Prediction Model in Social Network with User Rating Similarity. Computational Aspects of Social Networks, CASON '09, 40 – 47. DOI: 10.1109/CASoN.2009.30.
 Chan, Y. Y. Y., & Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence and Planning, 29(5), 488–516.
Chen, L. (2013). A Social Matching System. PhD Thesis, Queensland University of Technology.
Dou, X., Walden, J. A., Lee, S. & Lee, J. Y. (2012). Does source matter? Examining source effects in online product reviews. Computers in Human Behavior, 28(5),1555–1563.
Fathian, M. & Hosseini, M. (2014). Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior. Journal of Information technology management, 6 (3), 435–454. (in Persian)
Fazeli, S., Loni, B., Bellogin, A., Drachsler, H. & Sloep, P. (2014). Implicit vs. Explicit Trust in Social Matrix Factorization, ACM. CA, USA.
Forman, C., Ghose, A. & Wiensenfeld, B. (2008). Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research, 19(3), 291–313.
Gu, B., Tang, Q., B. & Whinston, A. )2012(. The influence of online word-of-mouth on long tail formation. Decision Support Systems. http://dx.doi.org/10. 1016/j.dss.2012.11.004.
Haghighi, E. & Montazer, GH. A. (2016). Identifying the Effective Factors in Making Trust in Online Social Networks on the perspective of Iranian experts Using Fuzzy ELECTRE. Journal of Information technology management, 7 (4), 715-740. (in Persian)
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Marketing Research. 56(3), 387-404.
Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87(0), 17-27.
IBM system and technology group dept. (2009). Social commerce defined. http://digitalintelligencetoday.com/documents/IBM2009.pdf
Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
Kim, D. J., Ferrin, D. L. & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful E-commerce relationships: A longitudinal exploration. Information Systems Research, 20(2), 237–257.
Koren, Y. & Bell, R., (2010). Advanced in Collaborative filtering, Springer, USA, 145-186.
Lee, Y. L. & Song, S. (2010). An empirical investigation of electronic word-of-mouth: Informational motive and corporate response strategy. Computers in Human Behavior, 26(5), 1073–1080.
Liu, H. (2008). Predicting trusts among users of online communities: An epinions case study. ACM Conference on Electronic Commerce (EC’08), ACM Press, New York, 310–319.
Naylor, R. W., Lamberton, C. P. & West, P. M. (2012). Beyond the Like button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76(6), 105–120.
Osmanli, O. (2010). A Singular Value Decomposisition Approach for Recommendation Systems. PhD thesis (MSC), middle East Technical University.
Pir-Mohamadiani, R. & Mohamadi, sh. (2015). A systematic review of the relationship between E-WOM and trust in social media. the National Conference on applied research in computer science, and information technology, Tehran. (in Persian)
Pir-Mohamadiani, R., Mohamadi, SH. & Hosseini, M. (2013). Examine the role of social commerce on purchasing decisions of customers. Conference exploring social networks, Tehran. (in Persian)
Prasad, R., Srinivas V., Kumari V. & Raju K. )2009). An Effective Calculation of Reputation in P2P Networks. Journal of Network, 4(5), 323-342.
Sherchan, W., Nepal, S. & Paris, C. (2013). A Survey of Trust in Social Networks. ACM Comput. Surv. 45(4): 1-33.
Sia, K. S., Lim, K. H., Leung, K., Lee, M. K. O., Huang, W.W. & Benbasat, I. (2009). Web strategies to promote Internet shopping: Is cultural-customization needed? MIS Quarterly, 33(3), 419–512.
Tan, F. B. F. & Sutherland, P. (2004). Online consumer trust: a multidimensional model. Journal of Electronic Commerce in Organizations (JECO), 2(3), 1–23.
 Tang, J., Gao, H., Hu, X. & Liu, H. (2013). Exploiting Homophily Effect for Trust Prediction, WSDM, Rome, Italy, 112-120.
Tang, J., Yi, Chang, Y. & Liu, H. (2014), Mining Social Media with Social Theories: A Survey. ACM SIGKDD Explorations Newsletters, 15(2), 20-29.
Vozalis, M., Markos, A. & Margaritis, K. (2010). Collaborative Filtering through SVD-Based and Hierchical NonLinear PCA. ICANN, Springer, 6352: 395-400.
Wang, X., Mai, F. & Chiang, R. H. L. (2013). Market Dynamics and User-Generated Content about Tablet Computers, Marketing Science, (http://dx.doi.org/10.1287/mksc.2013.0821).
Wang, Y.D. & Emurian, H.H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in Human Behavior, 21(1), 105-125.
Weidele, D. (2013). Social-aware Matrix Factorization for Recommender Systems, Universität Konstanz. Master-Studiengang Information Engineering.
Yang, T. (2012). The decision behavior of Facebook users. The Journal of Computer Information Systems, 52(3), 50–59.
Yong, S. K. & Tran, V. L. (2013). Assessing the ripple effects of online opinion leaders with trust and distrust metrics. Expert Systems with Applications, (40), 3500–3511.
Zolfaghar, K. & Aghaie, A. )2012(. A syntactical approach for interpersonal trust prediction in social web applications: Combining contextual and structural data, Knowledge-Based Systems, 26(0), 93-102.
Journal of Information Technology Management
Volume 9, Issue 2
2017
Pages 191-216

Files

Share

How to cite

Statistics