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) o...

Despite the considerable growth of the B2c eCommerce in the main European markets and in US (Forrester, 2008), the main figures show that the concentration of the market is very high and its value represents a limited part of the overall retail sales only. As a consequence the path to realize the full potential of the B2c eCommerce is still long and several hurdles have to be overcome. In this ...

The development of e-commerce has greatly changed the social retail formats. Business-to-consumer (B2C) model is important. Due to characteristics high consumer trust and commodities dominated by electronic products brand commodities, income profits generated are also very considerable. Therefore, major giants have increased B2C Logistics service capability level become an important driving for...