Social big data oriented trust situation risk model based on individual behavior

ABSTRACT

The individual's social behavior is diverse in the big data environment, which makes the general trust evaluation model to take into account inaccuracy and causes some new problems for individual trust. Based on this, we present the trust situation risk model based on individual behavior oriented social big data. First, we use Multi data fusion to get the result of trust evaluation, then fuse the mass function of the individual trust associated with trust evaluation with the evaluation results by using the theory of D-S. Next, we get the probability of the individual appearing as distrust situation. Each related individual distrust situation is obtained by the fusion with the situation factor. According to each related individuals' trust situation, we can get the fusion of weight about each individual participating in the trust evaluation. On the basis of the above, the trust model evaluating the individual behavior is developed, the experiment shows the performance of the proposed model in this paper.

KEYWORDS:

• Social big data
• trust
• behavior trust
• risk
• trust situation

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work is supported in part by the National Natural Science Foundation of China under grant numbers 61502057 and 61379057 and by Technology Bureau Project of Changsha City Grant No. ZD1601035 No. ZD1601034 and No. ZD1601038, and by education department project of Hunan province Grant No. 14c0097, No. 16C0136 and No.15B026.