Modelling and Analyzing Trust Conformity in E-Commerce Based on Fuzzy Logic
نویسندگان
چکیده
Along with the breakthrough of networking, communications, and information technology, ECommerce gains rapid development in recent years. Trust is the premise and foundation of transaction activities in E-Commerce. While conformity is an important factor which influences customers’ trust to vendors, as well as customers’ choices in online purchasing. Conformity behaviour in E-Commerce is two-edged. It should be correctly treated and actively guided. In order to understand in depth conformity behaviour and its influence, this paper proposes a fuzzy logic approach to model conformity behaviour in E-Commerce. The proposed fuzzy logic system is simulated with MATLAB. Simulation results are congruent with observed conformity phenomena in E-Commerce. This paper then further discusses conformity behaviour in E-Commerce. This paper not only guides customers to properly trust vendors and prevent being cheated in electronic transactions, but helps designers develop more appropriate evaluation methods for trust in E-Commerce. Key-Words: Fuzzy modelling; Fuzzy logic; E-Commerce; Trust; Conformity behaviour; Credit speculation
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