Evaluating e-commerce trust using fuzzy logic [article]

Trust is widely recognized as an essential factor for the continual development of business to customer electronic commerce (B2C EC). Many trust models have been developed, however, most are subjective and do not take into account the vagueness and ambiguity of EC trust and the customers’ intuitions and experience when conducting online transactions. In this article, we develop a fuzzy trust model using fuzzy reasoning to evaluate EC trust. This trust model is based on the information customers expect to find on an EC Website and is shown to increase customers trust towards online merchants. 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; it is often expressed by linguistics terms rather then numerical values. The evaluation of the proposed model will be illustrated using two case studies and a comparison with two evaluation models was conducted to emphasise the importance of usin fuzzy logic

Fuzzy argumentation for trust

In an open Multi-Agent System, the goals of agents acting on behalf of their owners often conflict with each other. Therefore, a personal agent protecting the interest of a single user cannot always rely on them. Consequently, such a personal agent needs to be able to reason about trusting (information or services provided by) other agents. Existing algorithms that perform such reasoning mainly focus on the immediate utility of a trusting decision, but do not provide an explanation of their actions to the user. This may hinder the acceptance of agent-based technologies in sensitive applications where users need to rely on their personal agents. Against this background, we propose a new approach to trust based on argumentation that aims to expose the rationale behind such trusting decisions. Our solution features a separation of opponent modeling and decision making. It uses possibilistic logic to model behavior of opponents, and we propose an extension of the argumentation framework by Amgoud and Prade to use the fuzzy rules within these models for well-supported decisions

A comparison of fuzzy approaches to e-commerce review rating prediction

This paper presents a comparative analysis of the performance of fuzzy approaches on the task of predicting customer review ratings using a computational intelligence framework based on a genetic algorithm for data dimensionality reduction. The performance of the Fuzzy C-Means (FCM), a neurofuzzy approach combining FCM and the Adaptive Neuro Fuzzy Inference System (ANFIS), and the Simplified Fuzzy ARTMAP (SFAM) was compared on six datasets containing customer reviews. The results revealed that all computational intelligence predictors were suitable for the rating prediction problem, and that the genetic algorithm is effective in reducing the number of dimensions without affecting the prediction performance of each computational intelligence predictor

E-Commerce Model based on Fuzzy Based Certain Trust Model

Trustworthiness especially for service oriented system is very important topic now a day in IT field of the whole world. There are many successful E-commerce organizations presently run in the whole world, but E-commerce has not reached its full potential. The main reason behind this is lack of Trust of people in e-commerce. Again, proper models are still absent for calculating trust of different e-commerce organizations. Most of the present trust models are subjective and have failed to account vagueness and ambiguity of different domain. In this paper we have proposed a new fuzzy logic based Certain Trust model which considers these ambiguity and vagueness of different domain. Fuzzy Based Certain Trust Model depends on some certain values given by experts and developers can be applied in a system like cloud computing, internet, website, e-commerce, etc. to ensure trustworthiness of these platforms. In this paper we show, although fuzzy works with uncertainties, proposed model works with some certain values. Some experimental results and validation of the model with linguistics terms are shown at the last part of the paper