中文摘要：

电子商务中的信任问题一直备受关注.随着近些年社交网络的流行,其真实的社交网络及信任关系开始受到关注,基于社交网络开展各种电子商务活动逐渐成为一种新的发展趋势.因此,研究用户间的信任度对基于社交网络的电子商务具有重要意义.文中通过借鉴社会心理学中人与人之间的信任产生原理,提出了社交网络中基于用户上下文的信任度计算方法.该方法将社交网络中用户之间的信任度分为熟悉性产生的信任度和相似性产生的信任度;同时又根据所起作用的重要程度不同,把相似性划分为内部相似性和外部相似性,并给出了信任度计算的具体方法.最后,仿真实验验证了该方法的合理性和有效性.

英文摘要：

Trust is a significant problem in e-commerce.As the social networking sites are becoming more and more popular in recent years,its real social network and trust relationship attract people＇s attentions.The e-commerce based on the social networking sites has become a new trend.Therefore,the research on the users＇ trust for e-commerce based on SNS is very significant.By learning the trust generation principle in the psychology,this paper presents a trust calculating algorithm according to the SNS users＇ context.This method divides the user trust among the different SNS users into two parts： one is generated by familiarity and the other one is generated by similarity.At the same time,according to the importance of the role,the similarity part is divided into internal similarity and external similarity.And also the specific trust calculation method proposed by this paper is illustrated.Finally,the simulation results verify that the trust calculating algorithm based on the SNS users＇ context is reasonable and effective.