Abstract
This study investigated the characteristics and formation of the online social trust network of Epinions.com, a general consumer review site. An analysis of the static structure of this social trust network revealed a high clustering coefficient, short average path length, and power-law degree distribution; it is therefore a small-world and scale-free trust network. The dynamic evolutionary characteristics of the online social network (OSN) were also examined. The results showed that the scale of the network followed a sigmoidal curve; the average degree of the network was nonconstant and changed into a bell-shaped distribution; the density of the network decreased and subsequently stabilized; and user trust diffusion in the network conformed to the Bass model. Finally, the formation of trust within the network was researched at the overall network (macro) and individual user (micro) levels. Compared with their accumulated contribution and reputation, user activeness had a larger effect on trust formation in OSNs, indicating a “diminishing returns” phenomenon. This phenomenon contrasts with the Matthew effect (i.e. , the more reputation a person has, the more likely he or she is to be trusted) in real-world social networks.
Highlights
Trust is fundamental in constructing a society
The results showed that the scale of the network followed a sigmoidal curve; the average degree of the network was nonconstant and changed into a bell-shaped distribution; the density of the network decreased and subsequently stabilized; and user trust diffusion in the network conformed to the Bass model
A diminishing returns phenomenon was observed in the relationship between user activeness and trust formation in the examined online social network (OSN), which is in contrast to the Matthew effect in real-world social networks
Summary
Trust is fundamental in constructing a society. Strong social trust facilitates the operation of social capital. Connections between network nodes are formed by the static characteristics of the nodes, such as reputation and the number of existing links. Such characteristics are inadequate for explaining the network construction process. Panel data were used to evaluate the effects of individual behaviors on trust formation within the OSN. A diminishing returns phenomenon was observed in the relationship between user activeness and trust formation in the examined OSN, which is in contrast to the Matthew effect (i.e., the more reputation a person has, the more likely he or she is to be trusted) in real-world social networks
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