Modeling trust in e-commerce: an approach based on user requirements
Proceedings of the ninth international conference on Electronic commerce
Expert Systems with Applications: An International Journal
Enhancing the reliability of ad-hoc networks through fuzzy trust evaluation
ACS'08 Proceedings of the 8th conference on Applied computer scince
Trust Management Model and Evaluation Method for Online Travel
Computer Supported Cooperative Work in Design IV
Mitigation of the effects of selfish and malicious nodes in ad-hoc networks
WSEAS Transactions on Computers
Electronic Notes in Theoretical Computer Science (ENTCS)
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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.