An trust network model of E-business based on small-world.

Trust network is a social network in E-businesses society. You can use the basic theory and methods of analyzing social network to study trust relational ship of E-business. A method of small-world network model is introduces to construct the trust network and analysis its performance for E-business. This kind of trust network model takes the local trust and global trust as the metrics of a trust relationship. In which the local trust degree can be obtained through the analysis of direct interaction history between nodes and the global trust degree can be calculated according to the solvability of fixed point theorem on the space. It gave a completed proof to the solvability of the theorem. On the basis of the thought, the path length associated with trust degree. And using the clustering coefficient and path length to build the small world trust network. The EM algorithm is used to optimize the operation of the small-world trust network model. The experiments show that it can construct the trust network for E-business and the small-world network model in E-business can be a good description of the main indirect relationship of trust. The construction algorithm has obvious advantages in time cost and accuracy. © 2012 IEEE.