A fuzzy trust model for e-commerce

Nefti-Meziani, S; Meziane, F; Kasiran, MK

Abstract

It is argued that E-commerce has not reached its full potential and trust was often cited as the main reason why many customers are still skeptical about some online vendors. Many trust models have been developed, but most are subjective and did not take into account the vagueness and ambiguity of the domain and the specificity of customers. We have developed a model that attempts to identify the information customers expect to find on a vendors website to increase their trust and hence the likelihood of a transaction to take place. In this paper, we present a method based on fuzzy logic to evaluate trust in E-commerce. We argue that fuzzy logic is suitable for trust evaluation as it takes into account the uncertainties within E-commerce data and like human relationships, trust is often expressed by linguistics terms rather then numerical values. We validated the system using two case studies.

Citation

Nefti-Meziani, S., Meziane, F., & Kasiran, M. (2005, July). A fuzzy trust model for e-commerce. Presented at 7th International IEEE Conference on E-Commerce Technology, Munich, Germany

• Presentation Conference Type: Other
• Conference Name: 7th International IEEE Conference on E-Commerce Technology
• Conference Location: Munich, Germany
• Start Date: Jul 19, 2005
• End Date: Jul 22, 2005
• Publication Date: Jul 1, 2005
• Deposit Date: Jul 17, 2009
• Publicly Available Date: Jul 17, 2009
• Publisher URL: http://www2.computer.org/portal/web/csdl/doi/10.1109/ICECT.2005.4
• Additional Information: Event Type : Conference