Evaluating E-commerce Trust Using Fuzzy Logic

Farid Meziane and Samia Nefti
Additional contact information
Farid Meziane: University of Salford, UK
Samia Nefti: University of Salford, UK

International Journal of Intelligent Information Technologies (IJIIT), 2007, vol. 3, issue 4, 25-39

Abstract: 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 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.

Date: 2007
References: Add references at CitEc
Citations:

Downloads: (external link)
https://services.igi-global.com/resolvedoi/resolve ... 4018/jiit.2007100102 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jiit00:v:3:y:2007:i:4:p:25-39

Access Statistics for this article

International Journal of Intelligent Information Technologies (IJIIT) is currently edited by Vijayan Sugumaran

More articles in International Journal of Intelligent Information Technologies (IJIIT) from IGI Global
Bibliographic data for series maintained by Journal Editor ().