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A fuzzy trust model for e-commerce

Nefti-Meziani, S, Meziane, F and Kasiran, MK 2005, A fuzzy trust model for e-commerce , in: 7th International IEEE Conference on E-Commerce Technology, 19-22 July, Munich, Germany.

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    Abstract

    It is argued that E-commerce has not reached its full potential and trust was often cited as the main reason why many customers are still skeptical about some online vendors. Many trust models have been developed, but most are subjective and did not take into account the vagueness and ambiguity of the domain and the specificity of customers. We have developed a model that attempts to identify the information customers expect to find on a vendors website to increase their trust and hence the likelihood of a transaction to take place. In this paper, we present a method based on fuzzy logic to evaluate trust in E-commerce. We argue that fuzzy logic is suitable for trust evaluation as it takes into account the uncertainties within E-commerce data and like human relationships, trust is often expressed by linguistics terms rather then numerical values. We validated the system using two case studies.

    Item Type: Conference or Workshop Item (Paper)
    Themes: Subjects / Themes > H Social Sciences > HF Commerce > HF5001 Business
    Subjects / Themes > Q Science > QA Mathematics > QA075 Electronic computers. Computer science > QA076 Computer software
    Subjects outside of the University Themes
    Schools: Colleges and Schools > College of Science & Technology
    Colleges and Schools > College of Science & Technology > School of Computing, Science and Engineering
    Colleges and Schools > College of Science & Technology > School of Computing, Science and Engineering > Data Mining and Pattern Recognition Research Centre
    Colleges and Schools > College of Science & Technology > School of Computing, Science and Engineering > CASE Control & Systems Engineering Research Centre
    Refereed: Yes
    Depositing User: Prof Farid Meziane
    Date Deposited: 17 Jul 2009 11:14
    Last Modified: 20 Aug 2013 16:58
    URI: http://usir.salford.ac.uk/id/eprint/2202

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