Construction And Optimization Strategy Of Customer Trust Network For Web Viral Marketing

With the global popularity of the Internet and the rapid development of the onlinee-commerce, to the Web viral marketing, the customer trust network research faces two bigchallenges: first, because of the network across time, abundant information, online interactionand uncertainty resulted in online social network structure looses and mobilities, the customertrust relationship is an unstable and temporary, but how to build a suitable customer trustnetwork for Web viral marketing is an important premise condition; second, customer trustnetwork as a study of customer relationship of trust model on online,to the actual Web viralmarketing applications, how to make accurate analysis of customer relationship and dynamicmaintenance of this relationship of trust for customer trust network, and then it can supportbase data to the application research for the data mining and personalized recommendation,these become a necessary research focus on Web viral marketing. The two aspects are directlyrelated to the study of Web viral marketing economic benefit and social benefit, the study ofthe customer trust network has realistic significance.First of all, based on customer trust network, detailed overviews of research betweenbroad and home are gave, and point their advantages and disadvantages, combined withelectronic commerce theories and methods, the customer trust network formalizationdefinition is given, and then propos a customer network of trust model(CNTM), at the sametime, three strategies, customer occupation based strategy (COS), customer interest basedstrategy (CIS) and customer occupation and interest based strategy (COIS) of constructingcustomer trust network are proposed and the corresponding trust degree calculation method isgiven.Secondly, a detailed analysis of trust power and trust behavior between the customertrust network nodes, trust path diffusion model based information (TPDMI) is proposed.Through the detail analysis of the transfer of trust and the analysis of the trust path dependency relationship, a set of trusted network maintenance and optimization strategy(CTNOS) is proposed, and give the optimization algorithm and trust updating mechanism.Finally, through the experimental verification of the strategies and algorithms, the modelcan be more accurate representations of the real customer relationship of trust and reflect theessence of the trust transfer, based on the Epinions website real online experiment, thealgorithm can enhance trust, ensure trust network coverage, reduce the complexity of trustrelationship, and can be more helpful to the core group mining and personalizedrecommendation.