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

Author First name, Last name, Institution

Fahim Akhter, Zayed University
Zakaria Maamar, Zayed University
Dave Hobbs, University of Bradford

Document Type

Book Chapter

Source of Publication

Intelligent Information Technologies

Publication Date

1-1-2008

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.

DOI Link

10.4018/978-1-59904-941-0.ch079

Publisher

IGI Global

First Page

1416

Last Page

1429

Disciplines

Business

Recommended Citation

Akhter, Fahim; Maamar, Zakaria; and Hobbs, Dave, "A Fuzzy Logic-Based Approach for Supporting Decision-Making Process in B2C Electronic Commerce Transaction" (2008). All Works. 122.
https://zuscholars.zu.ac.ae/works/122

Indexed in Scopus

no

Open Access

no