Evaluation of e-learning web sites using fuzzy axiomatic design based approach

High quality web site has been generally recognized as a critical enabler to conduct online business. Numerous studies exist in the literature to measure the business performance in relation to web site quality. In this paper, an axiomatic design based approach for fuzzy group decision making is adopted to evaluate the quality of e-learning web sites. Another multi-criteria decision making technique, namely fuzzy TOPSIS, is applied in order to validate the outcome. The methodology proposed in this paper has the advantage of incorporating requirements and enabling reductions in the problem size, as compared to fuzzy TOPSIS. A case study focusing on Turkish e-learning websites is presented, and based on the empirical findings, managerial implications and recommendations for future research are offered

What attracts vehicle consumers’ buying:A Saaty scale-based VIKOR (SSC-VIKOR) approach from after-sales textual perspective?

Purpose: The increasingly booming e-commerce development has stimulated vehicle consumers to express individual reviews through online forum. The purpose of this paper is to probe into the vehicle consumer consumption behavior and make recommendations for potential consumers from textual comments viewpoint. Design/methodology/approach: A big data analytic-based approach is designed to discover vehicle consumer consumption behavior from online perspective. To reduce subjectivity of expert-based approaches, a parallel Naïve Bayes approach is designed to analyze the sentiment analysis, and the Saaty scale-based (SSC) scoring rule is employed to obtain specific sentimental value of attribute class, contributing to the multi-grade sentiment classification. To achieve the intelligent recommendation for potential vehicle customers, a novel SSC-VIKOR approach is developed to prioritize vehicle brand candidates from a big data analytical viewpoint. Findings: The big data analytics argue that “cost-effectiveness” characteristic is the most important factor that vehicle consumers care, and the data mining results enable automakers to better understand consumer consumption behavior. Research limitations/implications: The case study illustrates the effectiveness of the integrated method, contributing to much more precise operations management on marketing strategy, quality improvement and intelligent recommendation. Originality/value: Researches of consumer consumption behavior are usually based on survey-based methods, and mostly previous studies about comments analysis focus on binary analysis. The hybrid SSC-VIKOR approach is developed to fill the gap from the big data perspective

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

Intelligent quality performance assessment for e-banking security using fuzzy logic

Security has been widely recognized as one of the main obstacles to the adoption of Internet banking and it is considered an important aspect in the debate over challenges facing internet banking. The performance evaluation of e-banking websites requires a model that enables us to analyze the various imperative factors and criteria related to the quality and performance of e-banking websites. Ebanking site evaluation is a complex and dynamic problem involving many factors, and because of the subjective considerations and the ambiguities involved in the assessment, Fuzzy Logic (FL) model can be an effective tool in assessing and evaluating of e-banking security performance and quality. In this paper, we propose an intelligent performance assessment model for evaluating e-banking security websites. The proposed model is based on FL operators and produces four measures of security risk attack dimensions: direct internal attack, communication tampering attack, code programming attack and denial of service attack with a hierarchical ring layer structure. Our experimental results show that direct internal attack risk has a large impact on e-banking security performance. The results also confirm that the risk of direct internal attack for e-banking dynamic websites is doubled that of all other attacks

Intelligent phishing website detection system using fuzzy techniques.

Phishing websites are forged web pages that are created by malicious people to mimic web pages of real websites and it attempts to defraud people of their personal information. Detecting and identifying Phishing websites is really a complex and dynamic problem involving many factors and criteria, and because of the subjective considerations and the ambiguities involved in the detection, Fuzzy Logic model can be an effective tool in assessing and identifying phishing websites than any other traditional tool since it offers a more natural way of dealing with quality factors rather than exact values. In this paper, we present novel approach to overcome the `fuzziness¿ in traditional website phishing risk assessment and propose an intelligent resilient and effective model for detecting phishing websites. The proposed model is based on FL operators which is used to characterize the website phishing factors and indicators as fuzzy variables and produces six measures and criteria¿s of website phishing attack dimensions with a layer structure. Our experimental results showed the significance and importance of the phishing website criteria (URL & Domain Identity) represented by layer one, and the variety influence of the phishing characteristic layers on the final phishing website rate