文章基本信息

标题：An Empirical Investigation of Similarity-driven Trust Dynamics in Social Networks
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作者：Yugo Hayashi ; Yugo Hayashi ; Victor Kryssanov 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2013
卷号：79
页码：27-37
DOI：10.1016/j.sbspro.2013.05.055
语种：English
出版社：Elsevier
摘要：AbstractDesigning applications for group decision-making requires an understanding of how opinions are developed in a social network. In many situations, trust is the most important factor that determines the social dynamics of opinions. The goal of this study is to investigate the formation of trust in a social network and to develop cognitive models describing the trust dynamics. This paper presents results of a controlled experiment conducted to collect human behavior data through a series of trust evaluation tasks. Seventy-five subjects evaluated a short video of a cartoon, using mobile devices. Each subject was then asked to discuss her/his impressions of the video with four other participants, using an internet chat system. The four other participants were, in fact, computer agents that responded in a way similar to or different from the subject's assessment. The experiment focused on how trust is formed and recovered under the influence of foreign opinions. The empirical data collected was compared with normative data calculated using the classic Bayesian model. Results obtained showed that when people develop trust to others, factors other than a mere opinion of similarity may strongly affect the trust-driven dynamics of social networks – formation and dissolution of ties, as well as information dissemination.
关键词：Opinion similarity;Trust;naïve Bayes model;Social networks