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A social commerce purchasing decision model with trust network and item review information

期刊

KNOWLEDGE-BASED SYSTEMS
卷 235, 期 -, 页码 -

出版社

ELSEVIER
DOI: 10.1016/j.knosys.2021.107628

关键词

Purchasing decisions; Trust propagation; Review reliability; Social commerce

资金

  1. National Natural Science Foundation of China (NSFC) [72071045, 71771051, 71801043, 71971115]
  2. Natural Science Foundation of Jiangsu Province [BK20210293]
  3. Double-Innovation Doctoral Plan of Jiangsu Province [JSSCBS20210182]
  4. Guangxi high school innovation team and outstanding scholars plan

向作者/读者索取更多资源

This study proposes a purchasing decision model for s-commerce based on trust computation and item reviews, aiming to assist inexperienced users in making purchasing decisions by considering trust relationships to experienced users and reliability of their reviews. The model utilizes flexible trust propagation parameters to provide auxiliary information for inexperienced users and offers a new perspective for s-commerce recommendations.
Shopping without much experience on target items is not unusual in social commerce (s-commerce). Inexperienced users are often influenced by user reviews when making purchasing decisions, which can be easily distorted due to low review quality. To address this issue, this study integrates two important review dimensions into purchasing decision model, i.e. the trust relationships to experienced users and the reliability of experienced users' reviews. A purchasing decision model for s-commerce is proposed based on trust computation and item reviews. The trust degree of inexperienced users to experienced ones is computed based on item reviews and propagated using the parameterized Hamacher t-norm operator. Based on the item review information, inexperienced users can make the final purchasing decisions on target items with trust information to experienced users and their reliability on item reviews. A numerical example with a data subset of Epinions.com is provided and the comparative analysis is conducted to verify the effectiveness of the proposed method. This study proposes an inexperienced purchasing decision method considering the risk attitude of users with flexible trust propagation parameters, which can provide a new perspective for the s-commerce recommendations. (C) 2021 Elsevier B.V. All rights reserved.

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