A fuzzy trust model for e-commerce

Nefti-Meziani, S, Meziane, F ORCID: https://orcid.org/0000-0001-9811-6914 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:	Schools > School of Computing, Science and Engineering > Salford Innovation Research Centre
Refereed:	Yes
Depositing User:	Prof Farid Meziane
Date Deposited:	17 Jul 2009 10:14
Last Modified:	15 Feb 2022 17:41
URI:	https://usir.salford.ac.uk/id/eprint/2202

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