Evaluating e-commerce trust using fuzzy logic

Meziane, F ORCID: https://orcid.org/0000-0001-9811-6914 and Nefti-Meziani, S 2009, 'Evaluating e-commerce trust using fuzzy logic' , in: Selected readings on electronic commerce technologies: contemporary applications , IGI Global, Hershey, Pennsylvania, USA, pp. 272-285.

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Trust is widely recognized as an essential factor for the continual development of business-to-customer electronic commerce. Many trust models have been developed, however, and most are subjective and do not take into account the vagueness and ambiguity of EC trust and the customer’s intuitions and experience when conducting online transactions. In this chapter, the authors 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 Web site and is shown to increase customers trust towards online merchants. Fuzzy logic, the authors argue 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 than numerical values.

Item Type: Book Section
Editors: Hu, WC
Additional Information: Section 4, chapter 19 of book
Themes: Subjects / Themes > H Social Sciences > HF Commerce
Subjects / Themes > Q Science > QA Mathematics > QA075 Electronic computers. Computer science
Subjects outside of the University Themes
Schools: Schools > School of Computing, Science and Engineering > Salford Innovation Research Centre
Publisher: IGI Global
Refereed: Yes
ISBN: 9781605660967
Related URLs:
Depositing User: H Kenna
Date Deposited: 09 Jan 2009 11:38
Last Modified: 27 Aug 2021 19:48
URI: https://usir.salford.ac.uk/id/eprint/991

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