ABSTRACT
Unlike traditional media habits in the past, users were simply audiences, mostly passively accepting information; even if there was a choice, they would still choose under a passive situation. However, the Internet provides a highly proactive environment enabling users to decide how to use the media habits. Transmission methods between people went from face to face and mass media to today’s computer-mediated communication. Many studies have shown that the most effective transmission of information is through a computer-mediated communication environment, friends, colleagues and online communities (Kautz et al. 1997). Integrating the users’ social network into recommendation algorithm will obtain better recommendation results. Users are more accepting with recommendations made by the people they trust (Sinha & Swearingen, 2001). Thus, many of the recommendation system combines with interpersonal social networking sites has begun to improve in performance of recommendation in recent years. Filmtrust is a recommendation system structure based on the foundations of SNS, a movie recommendation system combining social networking sites and trust mechanisms (Jennifer Golbeck et al. 2005).
