关键词: 社交网络, 信任度, 服务提供商选择

Abstract: Online social network (OSN) has been used to enhance service provision and service selection. However, a significant and challenging problem is how to effectively and efficiently find those social trust paths that can yield trustworthy trust evaluation results based on the requirements of a service consumer particularly in contextual OSNs which contains social contexts. This paper first presents a contextual social network structure and the NP-complete multiple constrained social trust paths finding problem. To deal with this challenging problem, this paper proposes a new concept called strong social graph (SSG). It also proposes a novel index method for SSG, and based on the indices and Monte Carlo method, it proposes a new efficient and effective approximation algorithm, called strong social graph-Monte Carlo based algorithm (SSG-MCBA). The experiments conducted onto two real datasets illustrate that SSG-MCBA greatly outperforms the previously proposed algorithm in both efficiency and effectiveness.

Key words: social network, trust, service provider selection