Identifying the Effective Factors in Making Trust in Online Social Networks on the perspective of Iranian experts Using Fuzzy ELECTRE

Abstract

this paper attempts to rank the effective factors in making trust in social networks to provide the possibility of attracting and increasing users’ trust on these social networks for providers and designers of online social networks. Identifying the effective factors in making trust in social networks is a multi-criteria decision making problem and most of effective factors are ambiguous and uncertain, thereby this article uses Fuzzy ELECTRE to rank them. By implementing Fuzzy ELECTRE on gathered data, respectively «usability factor», «supporting up to date technology factor», «integrity» and «the rate of ethics factor» are on the top of effective factors in making trust in users. In general, «web features» and «technology features» have a higher degree of importance than «security features», «individual-social features» and «cultural features». Ranking of Fuzzy ELECTRE comparison ranking of Fuzzy TOPSIS and Fuzzy ELECTRE method becomes validate because Spearman correlation coefficients is 0/867. Result of sensitivity analysis on changing weight of criteria shows that Fuzzy ELECTRE isn’t affected by ambiguity and uncertainty in inputs.