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

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