Title

A fuzzy logic-based approach for supporting decision-making process in B2C electronic commerce transaction

Source of Publication

Selected Readings on Electronic Commerce Technologies: Contemporary Applications

Abstract

The purpose of this article is to present an application of fuzzy logic to human reasoning about electronic commerce (e-commerce) transactions. This article 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. © 2009, IGI Global.

Document Type

Article

ISBN

['9781605660967']

First Page

258

Last Page

271

Publication Date

12-1-2008

DOI

10.4018/978-1-60566-096-7.ch018

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