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Evaluating e-commerce trust using fuzzy logic [article]

Meziane, F and Nefti-Meziani, S 2007, 'Evaluating e-commerce trust using fuzzy logic [article]' , International Journal of Intelligent Information Technologies, 3 (4) , pp. 25-39.

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Abstract

Trust is widely recognized as an essential factor for the continual development of business to customer electronic commerce (B2C EC). Many trust models have been developed, however, most are subjective and do not take into account the vagueness and ambiguity of EC trust and the customers’ intuitions and experience when conducting online transactions. In this article, we develop a fuzzy trust model using fuzzy reasoning to evaluate EC trust. This trust model is based on the information customers expect to find on an EC Website and is shown to increase customers trust towards online merchants. 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; it is often expressed by linguistics terms rather then numerical values. The evaluation of the proposed model will be illustrated using two case studies and a comparison with two evaluation models was conducted to emphasise the importance of usin fuzzy logic.

Item Type: Article
Additional Information: See also: http://usir.salford.ac.uk/991/
Uncontrolled Keywords: E-commerce, trust, fuzzy logic
Themes: 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
Journal or Publication Title: International Journal of Intelligent Information Technologies
Publisher: IGI Publishing
Refereed: Yes
ISSN: 1548-3657
Depositing User: Prof Farid Meziane
Date Deposited: 11 Sep 2009 09:20
Last Modified: 20 Aug 2013 15:58
URI: http://usir.eprints.org/id/eprint/2214

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