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 modelling using a simplified rule base

Transparency and complexity are two major concerns of fuzzy rule-based systems. To improve accuracy and precision of the outputs, we need to increase the partitioning of the input space. However, this increases the number of rules exponentially, thereby increasing the complexity of the system and decreasing its transparency. The main factor behind these two issues is the conjunctive canonical form of the fuzzy rules. We present a novel method for replacing these rules with their singleton forms, and using aggregation operators to provide the mechanism for combining the crisp outputs

Learning fuzzy inference systems using an adaptive membership function scheme

An adaptive membership function scheme for general additive fuzzy systems is proposed in this paper. The proposed scheme can adapt a proper membership function for any nonlinear input-output mapping, based upon a minimum number of rules and an initial approximate membership function. This parameter adjustment procedure is performed by computing the error between the actual and the desired decision surface. Using the proposed adaptive scheme for fuzzy system, the number of rules can be minimized. Nonlinear function approximation and truck backer-upper control system are employed to demonstrate the viability of the proposed method

Modelling fish habitat preference with a genetic algorithm-optimized Takagi-Sugeno model based on pairwise comparisons

Species-environment relationships are used for evaluating the current status of target species and the potential impact of natural or anthropogenic changes of their habitat. Recent researches reported that the results are strongly affected by the quality of a data set used. The present study attempted to apply pairwise comparisons to modelling fish habitat preference with Takagi-Sugeno-type fuzzy habitat preference models (FHPMs) optimized by a genetic algorithm (GA). The model was compared with the result obtained from the FHPM optimized based on mean squared error (MSE). Three independent data sets were used for training and testing of these models. The FHPMs based on pairwise comparison produced variable habitat preference curves from 20 different initial conditions in the GA. This could be partially ascribed to the optimization process and the regulations assigned. This case study demonstrates applicability and limitations of pairwise comparison-based optimization in an FHPM. Future research should focus on a more flexible learning process to make a good use of the advantages of pairwise comparisons

Adaptive Non-singleton Type-2 Fuzzy Logic Systems: A Way Forward for Handling Numerical Uncertainties in Real World Applications

Real world environments are characterized by high levels of linguistic and numerical uncertainties. A Fuzzy Logic System (FLS) is recognized as an adequate methodology to handle the uncertainties and imprecision available in real world environments and applications. Since the invention of fuzzy logic, it has been applied with great success to numerous real world applications such as washing machines, food processors, battery chargers, electrical vehicles, and several other domestic and industrial appliances. The first generation of FLSs were type-1 FLSs in which type-1 fuzzy sets were employed. Later, it was found that using type-2 FLSs can enable the handling of higher levels of uncertainties. Recent works have shown that interval type-2 FLSs can outperform type-1 FLSs in the applications which encompass high uncertainty levels. However, the majority of interval type-2 FLSs handle the linguistic and input numerical uncertainties using singleton interval type-2 FLSs that mix the numerical and linguistic uncertainties to be handled only by the linguistic labels type-2 fuzzy sets. This ignores the fact that if input numerical uncertainties were present, they should affect the incoming inputs to the FLS. Even in the papers that employed non-singleton type-2 FLSs, the input signals were assumed to have a predefined shape (mostly Gaussian or triangular) which might not reflect the real uncertainty distribution which can vary with the associated measurement. In this paper, we will present a new approach which is based on an adaptive non-singleton interval type-2 FLS where the numerical uncertainties will be modeled and handled by non-singleton type-2 fuzzy inputs and the linguistic uncertainties will be handled by interval type-2 fuzzy sets to represent the antecedents’ linguistic labels. The non-singleton type-2 fuzzy inputs are dynamic and they are automatically generated from data and they do not assume a specific shape about the distribution associated with the given sensor. We will present several real world experiments using a real world robot which will show how the proposed type-2 non-singleton type-2 FLS will produce a superior performance to its singleton type-1 and type-2 counterparts when encountering high levels of uncertainties.</jats:p

Rating and ranking of multiple-aspect alternatives using fuzzy sets

A method is proposed to deal with multiple-alternative decision problems under uncertainty. It is assumed that all the alternatives in the choice set can be characterized by a number of aspects, and that information is available to assign weights to these aspects and to construct a rating scheme for the various aspects of each alternative. The method basically consists of computing weighted final ratings for each alternative and comparing the weighted final ratings. The uncertainty that is assumed to be inherent in the assessments of the ratings and weights is accounted for by considering each of these variables as fuzzy quantities, characterized by appropriate membership functions. Accordingly, the final evaluation of the alternatives consists of a degree of membership in the fuzzy set of alternatives ranking first. A practical method is given to compute membership functions of fuzzy sets induced by mappings, and applied to the problem at hand. A number of examples are worked out. The method is compared to another one proposed by Kahne who approaches the problem probabilistically

Possibilistic and fuzzy clustering methods for robust analysis of non-precise data

This work focuses on robust clustering of data affected by imprecision. The imprecision is managed in terms of fuzzy sets. The clustering process is based on the fuzzy and possibilistic approaches. In both approaches the observations are assigned to the clusters by means of membership degrees. In fuzzy clustering the membership degrees express the degrees of sharing of the observations to the clusters. In contrast, in possibilistic clustering the membership degrees are degrees of typicality. These two sources of information are complementary because the former helps to discover the best fuzzy partition of the observations while the latter reflects how well the observations are described by the centroids and, therefore, is helpful to identify outliers. First, a fully possibilistic k-means clustering procedure is suggested. Then, in order to exploit the benefits of both the approaches, a joint possibilistic and fuzzy clustering method for fuzzy data is proposed. A selection procedure for choosing the parameters of the new clustering method is introduced. The effectiveness of the proposal is investigated by means of simulated and real-life data