Title

A Fuzzy Logic-Based Approach for Supporting Decision-Making Process in B2C Electronic Commerce Transaction

Document Type

Book Chapter

Source of Publication

Selected Readings on Electronic Commerce Technologies: Contemporary Applications

Publication Date

12-1-2008

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.

ISBN

9781605660967

Publisher

IGI Global

First Page

258

Last Page

271

Disciplines

Computer Sciences

Scopus ID

84898193152

Indexed in Scopus

yes

Open Access

no

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