Title: A social computing approach to the cause diffusion for individual donor's trust damage

Authors: Jundong Hou; Renbin Xiao; Zhendong Huang; Tongyang Yu

Addresses: School of Economics and Management, China University of Geosciences, Wuhan, China; School of Automation, Huazhong University of Science and Technology, Wuhan, China ' School of Automation, Huazhong University of Science and Technology, Wuhan, China ' School of Automation, Huazhong University of Science and Technology, Wuhan, China ' School of Management, South-Central University for Nationalities, Wuhan, China

Abstract: In the network structure with interaction of virtual and real worlds, the interaction modes have been changed deeply between person and person, or between person and society, which makes the diffusion of the key cause resulting in individual donor's trust damage show the characteristics of dynamic, quickness, interactivity, and become unpredictable and difficult to control, and thus lead to trust crisis of the non-profits because of their massive polarisation effects. Therefore, in order to effectively reveal the dynamic process and complex rule of the cause diffusion for individual donor's trust damage, this study, focuses on the perspective of interaction among individual donors, adopts the social computing method to establish SQR simulation model. The results show that the cause diffusion for trust damage of the individual donors is obviously divided into five stages including precursor, breakout, spreading, relief and terminal, and this dynamic evolution characteristics are closely related to the attributes of the individual donors (attitude, influence, credibility, conformity and spread desire) and the attributes of the cause for the trust damage (importance, ambiguity, timeliness valve and spread strength), which plays an important role in effectively repairing the trust damage of the non-profits.

Keywords: trust damage; cause diffusion; individual donors; social computing; donor interaction; response behaviour; multi-agent simulation; multi-agent systems; MAS; agent-based systems; modelling; cause diffusion.

DOI: 10.1504/IJCSM.2015.069462

International Journal of Computing Science and Mathematics, 2015 Vol.6 No.2, pp.152 - 165

Received: 15 Jul 2014
Accepted: 28 Aug 2014
Published online: 17 May 2015 *

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