Abstract
Customers are realizing the importance and benefits of shopping online such as convenience, comparison, product research, larger selection, and lower prices. The dynamic nature of e-commerce evokes online businesses to make alterations in their business processes and decisions making to satisfy customers’ needs. Online businesses are adopting Business Intelligence (BI) tools and systems with the collaboration of fuzzy logic system to forecast the future of the e-commerce. With the aid of BI, businesses have more possibilities to choose types and structures of required information to serve customers. The fuzzy logic system and BI capabilities would allow both customers and vendors to make right decisions about online shopping. Many experts believe that trust and security are critical risk factors for the embracement of e-commerce. Online trust may be influenced by factors such as usability, familiarity and conducting business with unknown parties. This paper discusses fuzzy logic and BI approach to gauge the level of trust and security in online transactions. The paper further addresses the issues and concerns related to the equilibrium of trust, security, and usability in online shopping.
Highlights
E-commerce is a widely accepted way of doing business, and within a relatively short time, its services have risen to become a core element of the Internet
Accumulated security level is the total sum of the four numeric values and maximum is the percentage of the sum (x/8 multiply by 100)
This security level is calculated as a percentage of a maximum value and from that, a linguistic security level is drawn
Summary
E-commerce is a widely accepted way of doing business, and within a relatively short time, its services have risen to become a core element of the Internet. Through the introduction of security features such as the presence of a secure socket layer, encryption, password and third party security seals Some companies explain these security policies to alleviate consumers concern while some make these issues hard to find and difficult to understand. Research revealed that security statements of Web based companies do show a positive correlation with an increased likelihood that consumers’ will purchase from those companies. It is not clear during the decision making process, under what conditions the consumer considers security features more important than ‘pleasure’ features such as convenience, ease of use, and ease of navigation. The second hypothesis suggests that the security indicators are the leading factors in the customer’s decision to purchase online when compared to design features
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