关键词: 电子商务, 客户信任网络, 信任度, 信任支持度

Abstract: Transferring trust using its own social nature can effectively alleviate the data sparsity problem, and improve coverage and accuracy of recommender systems. While current researches on the trust network suffer some problems, such as inaccurate model construction, complicated trust transfer mechanism and distortion, etc. In order to accurately portray the trust relationship between customers in trust networks, this paper introduces the concept of support-trust value to establish a new customer trust model combining trust value with support-trust value, and then makes transfer rules from trust sociality. After that, this paper constructs a customer trust network based on this model and designs the corresponding personalized recommendation algorithms. The experimental results show that this model can improve coverage, accuracy and recommendation quality of the recommendation system.

Key words: E-commerce, customer trust network, trust value, support-trust value