Title
A fuzzy logic-based system for assessing the level of business-to-consumer (B2C) trust in electronic commerce
Source of Publication
Expert Systems with Applications
Abstract
The purpose of this paper is to present an application of fuzzy logic to human reasoning about electronic commerce (e-commerce) transactions. This paper 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. © 2005 Elsevier Ltd. All rights reserved.
Document Type
Article
First Page
623
Last Page
628
Publication Date
5-1-2005
DOI
10.1016/j.eswa.2004.12.039
Recommended Citation
Akhter, Fahim; Hobbs, Dave; and Maamar, Zakaria, "A fuzzy logic-based system for assessing the level of business-to-consumer (B2C) trust in electronic commerce" (2005). Scopus Indexed Articles. 2495.
https://zuscholars.zu.ac.ae/scopus-indexed-articles/2495