Evaluating E-commerce Trust Using Fuzzy Logic
Meziane, F & Nefti-Meziani-, S 2009, 'Evaluating E-commerce Trust Using Fuzzy Logic', in: Selected Readings on Electronic Commerce Technologies##IGI Publishing#New York#USA, pp.272-285.
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 ecommerce 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 using fuzzy logic.
Selected Readings on Electronic Commerce Technologies
New York, USA.