A Fuzzy Logic-Based Approach for Supporting Decision-Making Process in B2C Electronic Commerce Transaction

A Fuzzy Logic-Based Approach for Supporting Decision-Making Process in B2C Electronic Commerce Transaction

Fahim Akhter (Zayed University, UAE), Zakaria Maamar (Zayed University, UAE) and Dave Hobbs (University of Bradford, UK)
DOI: 10.4018/978-1-60566-096-7.ch018

Abstract

The purpose of this article is to present an application of fuzzy logic to human reasoning about electronic commerce (e-commerce) transactions. This article 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.
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Rationale For Using Fuzzy Logic

This study adopts a fuzzy-logic approach and utilizes a mathematical research toolset known as Matlab fuzzy logic toolbox® in order to achieve its objectives. The rationale of choosing the fuzzy-logic approach is based on the underlying reasoning process behind B2C transactions, which is based on human decision-making (Mohanty & Bhasker, 2005). Although many factors influence the decision process of B2C transactions, the perception of an influencing feature is more important than the actual level of the feature itself. For example, if the perceived security level is higher than its actual implementation, then it will contribute positively to the level of B2C outcome. There may be cases where the inverse is true, as well, but for such cases, a high level of persuasion will be needed to alter the perception level.

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