Web Viral Marketing Based Construction Strategy of Customer Trust Network

Trust relationship and assessment are two challenges of constructing large scale trust network for web viral marketing applications. Because different customers have different needs and expectations in different aspects of the service and due to the customer´s self-property, trading amount, trading time, trading evaluation and trading risk perception factors, etc. The trust assessment among customers is hard to measure and difficult to give accurate quantification. In order to solve the problem, in this paper, a customer trust network model based on the above factors and combined with cognitive theories and methods of e-Business is implemented and three strategies, customer occupation based construction strategy, customer domain based construction strategy and customer occupation and domain based construction strategy, are used for constructing trust network. During the construction process, the method of trust computation in each strategy is introduced. The Experiment results show that the model and these strategies can reduce the complexity of trust relationship and with guaranteed trust value as a premise, improve the coverage rate of trust network.