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Chapter 1 Trust-Oriented Service Provider Selection in Complex Online Social Networks
BibTeX
@MISC{Liu_chapter1,
author = {Guanfeng Liu and Yan Wang and Guanfeng Liu and Yan Wang and Guanfeng Liu and Yan Wang},
title = {Chapter 1 Trust-Oriented Service Provider Selection in Complex Online Social Networks},
year = {}
}
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Abstract
Abstract In recent years, Online Social Networks (OSNs) with numerous partici-pants have been used as the means for rich activities. For example, employers could use OSNs to investigate potential employees, and participants could use OSNs to look for movie recommendations. In these activities, trust is one of the most impor-tant indication of participants decision making, greatly demanding the evaluation of the trustworthiness of a service provider along certain social trust paths from a service consumer. In this chapter, we first analyze the characteristics of the current generation of functional websites and the current generation of online social net-works based on their functionality and sociality, and present the properties of the new generation of social network based web applications. Then we present a new selection model considering both adjacent and end-to-end constraints, based on a novel concept Quality of Trust and a novel complex social network structure. More-over, in order to select the optimal one from massive social trust paths yielding the most trustworthy trust evaluation result, this chapter presents an effective and ef-ficient heuristic algorithm for optimal social trust path selection with constraints, which is actually an NP-Complete problem. Experimental results illustrate that the proposed method outperforms existing models in both efficiency and the quality of delivered solutions. This work provides key techniques to potentially lots of service-oriented applications with social networks as the backbone.
Keyphrases
trust-oriented service provider selection complex online social network social network current generation new generation optimal social trust path selection new selection model certain social trust path massive social trust path trustworthy trust evaluation result potential employee key technique numerous partici-pants web application online social network rich activity movie recommendation service-oriented application delivered solution impor-tant indication online social net-works novel complex social network structure service provider ef-ficient heuristic algorithm participant decision making service consumer novel concept quality recent year functional website np-complete problem experimental result end-to-end constraint
