Disclosed is a social network server and method for generating a social reliability model using the same. The method for generating a social reliability model using reliability among users constituting the disclosed social network comprises the steps of outputting sympathy for each of n properties by using a connecting relationship among the users who share each of n (n is two or more integers) properties; and respectively outputting reliability among the users by using sympathy for one or more properties that are shared among the users in the n properties, wherein the properties mean the users' personal tendencies which can be extracted from the profiles of the users. According to the present invention, the previously formed connecting relationship of users may be supplemented with the virtual connecting relationship formed among the users having the same properties through the social reliability model, and the sparseness problem in the social reliability model may be solved. [Reference numerals] (300) Social network server;(310) Social network DB;(320) User terminal;(AA) Network
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