Multimedia Tools and Applications

, Volume 76, Issue 4, pp 5833–5849 | Cite as

A multi-attribute rating based trust model: improving the personalized trust modeling framework

  • Guangquan Xu
  • Gaoxu Zhang
  • Chao Xu
  • Bin Liu
  • Mingquan Li
  • Yan Ren
  • Xiaohong Li
  • Zhiyong Feng
  • Degan Zhang
Article

Abstract

Recently, trust models have contributed much to the success of online multimedia recommendation service. However, most of them only consider the case of binary ratings and ignore the attributes of ratings, which will limit their universal applicability. To address this problem, we propose a multi-attribute rating based trust model to improve the Zhang’s Personalized trust modeling framework, an existing framework for trust modeling by using binary ratings in multi-agent electronic marketplaces. In our approach, it does not restrict users to using a single attribute rating; it allows a rating to be a certain value between 0 and 1 rather than only 0 or 1; it can improve assessment accuracy by calculating the similarity of common ratings between recommenders and users; and it considers the certainty of ratings to deal with the sudden change of partner’s behaviours. Finally, experimental results show that, our approach can effectively model the trustworthiness of recommenders and providers, and it can also resist several malicious attacks.

Keywords

Multi-attribute rating Trust model Multimedia recommendation service Malicious attack 

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Copyright information

© Springer Science+Business Media New York 2015

Authors and Affiliations

  • Guangquan Xu
    • 1
  • Gaoxu Zhang
    • 1
  • Chao Xu
    • 2
  • Bin Liu
    • 1
  • Mingquan Li
    • 3
  • Yan Ren
    • 1
  • Xiaohong Li
    • 1
  • Zhiyong Feng
    • 1
  • Degan Zhang
    • 4
  1. 1.Institute of Software and Information Security Engineering. School of Computer Science and TechnologyTianjin UniversityTianjinChina
  2. 2.School of Computer SoftwareTianjin UniversityTianjinChina
  3. 3.The SpaceStar Technology Co., LtdXi’anChina
  4. 4.Key Lab of Computer Vision and System, Ministry of EducationTianjin University of TechnologyTianjinChina

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