SEEK: Salford Environment for Expertise and Knowledge

Journal Article (Refereed)
May 2007

Fuzzy information retrieval system for Ecommerce

Meziane, F & Nefti-Meziani, S 2007, 'Fuzzy information retrieval system for Ecommerce', International Journal of Intelligent Information Technology, 3(4), pp.25-39.

Abstract

Trust is widely recognised 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 did not take into account the vagueness and ambiguity of EC trust and the customers' intuitions and experience when conducting online transactions. In this paper, 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 that 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 E-commerce 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.

Notes

-

Publication Details

Journal Name
International Journal of Intelligent Information Technology

Volume
3(4)

Pagination
25-39.