Abstract
In new environments of trading, customer's trust is vital for the extended progress and development of electronic commerce. This paper proposes that in addition to known factors of electronic commerce B2C websites such a design of websites, security of websites and familiarity of website influence customers trust in online transactions. This paper presents an application of expert system on trust in electronic commerce. Based on experts’ judgment, a frame of work was proposed. The proposed model applies ANFIS and Mamdani inference fuzzy system to get the desired results and then results of two methods were compared. Two questionnaires were used in this study. The first questionnaire was developed for e-commerce experts, and the second one was designed for the customers of electronic websites. Based on AHP method, Expert Choice software was used to determine the priority of factors in the first questionnaire, and MATLAB and Excel were used for developing the fuzzy rules. Finally, the fuzzy logical kit was used to analyze the generated factors in the model. Our study findings show that trust in EC transactions is strongly mediated by perceived security.
Highlights
Recent use of electronic commerce and especially the type of B2C has increased remarkable and electronic commerce is newly operating under its expected capacity, principally because merchants find it very difficult to trust one another online for trading decisions
This paper proposes that in addition to known factors of electronic commerce B2C websites such a design of websites, security of websites and familiarity of website influence customers trust in online transactions
This paper presents an application of expert system on trust in electronic commerce
Summary
Recent use of electronic commerce and especially the type of B2C has increased remarkable and electronic commerce is newly operating under its expected capacity, principally because merchants find it very difficult to trust one another online for trading decisions. It is very important to develop an effective trust management system that aid e-commerce participants to make right decisions on electronic B2C websites. Online trading has introduced new problems and challenges to online buyers: The uncertainty about the quality of products or services and the ability of sellers to stay anonymous have lead to a high level of risk in online transaction environments, virtual communities and online auctions [1,2]. The importance of trust management has been increasingly acknowledged due to the advent of virtual communities. Since participants in these communities do not know each other and do not have face-to-face contact, the ability to provide a system that allows communication to be done in a trusted environment is vitally desirable [2]
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