A fuzzy logic-based system for assessing the level of business-to-consumer (B2C) trust in electronic commerce

Authors:
Fahim Akhter;Dave Hobbs;Zakaria Maamar
Affiliations:
College of Information Systems, Zayed University, Box 19282, Dubai, UAE;University of Bradford, Bradford, West, Yorkshire, UK;Zayed University, Dubai, UAE
Venue:
Expert Systems with Applications: An International Journal
Year:
2005

Citing 2
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Abstract

The purpose of this paper is to present an application of fuzzy logic to human reasoning about electronic commerce (e-commerce) transactions. This paper uncovers some of the hidden relationships between critical factors such as security, familiarity, design, and competitiveness. We analyze the effect of these factors on human decision process and how they affect the Business-to-Consumer (B2C) outcome when they are used collectively. This research provides a toolset for B2C vendors to access and evaluate a user's transaction decision process, and also an assisted reasoning tool for the online user.