Modeling Personality Effect in Trust Prediction

Abstract

Trust among users in online social networks is a key factor in determining the amount of information that is perceived as reliable. Compared to the number of users in online social networks, user-specified trust relations are very sparse. This makes the pair-wise trust prediction a challenging task. Social studies have investigated trust and why people trust each other. The relation between trust and personality traits of people who established those relations, has been proved by social theories. In this work, we attempt to alleviate the effect of the sparsity of trust relations by extracting implicit information from the users, in particular, by focusing on users' personality traits and seeking a low-rank representation of users. We investigate the potential impact on the prediction of trust relations, by incorporating users' personality traits based on the Big Five factor personality model. We evaluate the impact of similarities of users' personality traits and the effect of each personality trait on pair-wise trust relations. Next, we formulate a new unsupervised trust prediction model based on tensor decomposition. Finally, we empirically evaluate this model using two real-world datasets. Our extensive experiments confirm the superior performance of our model compared to the state-of-the-art approaches.