A fuzzy logic-based system for assessing the level of business-to-consumer (B2C) trust in electronic commerce
Fahim Akhter a,*, Dave Hobbs b, Zakaria Maamar c
a College of Information Systems, Zayed University, Box 19282, Dubai, UAE
b University of Bradford, Bradford, West, Yorkshire, UK
c Zayed University, Dubai, UAE
Abstract
The purpose of this paper is to present an application of fuzzy logic to human reasoning about electronic commerce (e-commerce) transactions. This paper 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.
※ 这篇 paper 是我于 2005 年向 Dave Hobbs 索取的,Fahim Akhter 当年的博导应该就是 Dave Hobbs,后来 Fahim Akhter 博士回到 Dubai 知名的大学 Zayed University 任教。
A fuzzy logic-based system for assessing the level of business-to-consumer (B2C) trust in electronic commerce 的精华在于 Table 1 及 Table 2 中,但作者很巧妙的留了一手。
作者发表这篇论文时,Electronic Commerce 的技术及应用非常纯熟,且 Fuzzy 的应用更是达到颠峰,说穿了,就是能做的题目都有人做了,要变出新花样真的有些难度。作者就利用 Fuzzy 的技术来探讨 website 的 security degree,而且刊登在 Expert Systems with Applications 这个期刊上,我猜作者应该是「投石问路」。
第二篇论文 A Fuzzy logic-based Approach for Supporting Decision-Making
Process in B2C Electronic Commerce Transaction 其实就是跟第一篇差不多,它的关键技术还是在 Table 1 及 Table 2,但这次的“关键”总算是放出来没有留一手了。我猜作者也没再留一手的必要。Why? International Journal of E-business Research 期刊的评价比 Expert System with Application 的还要高。Expert 这个是俗称的 SCI paper,而 E-Business 的是 SSCI paper。
第二篇我又向 Dave Hobbs 教授要,因为他没有,所以他请 Fahim Akhter 博士 email 给我,可是 Fahim Akhter 博士没给我电子文件,他只给我 scan paper to pdf file, 由于 file 太大,我把 files 分割成两部份放上来。