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An interval type‐2 fuzzy trust evaluation model in social commerce
Author(s) -
Wu Tong,
Liu Xinwang,
Qin Jindong
Publication year - 2019
Publication title -
computational intelligence
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.353
H-Index - 52
eISSN - 1467-8640
pISSN - 0824-7935
DOI - 10.1111/coin.12239
Subject(s) - interval (graph theory) , fuzzy logic , type (biology) , purchasing , computer science , fuzzy set , mathematics , artificial intelligence , combinatorics , marketing , ecology , business , biology
Trust is crucial for purchasing decisions in social commerce. However, inexperienced users may not have a direct trust relation to experienced users in practice. Besides, users tend to give their trust degrees to others with linguistic labels rather than crisp values. To evaluate the trust degree for inexperienced users to experienced ones, we propose an interval type‐2 fuzzy trust evaluation model in this paper. Interval type‐2 fuzzy linguistic labels are used to represent trust degree among users. An interval type‐2 fuzzy Algebraic t‐norm is addressed to compute propagative trust degrees. Considering the effect of trust path length, the induced ordered weighted averaging (IOWA) operator is extended to aggregate the interval type‐2 fuzzy trust degrees obtained from multiple paths. In addition, the final interval type‐2 fuzzy trust degree is transferred into the corresponding linguistic label to help users make decisions more naturally. Finally, a case study in social commerce and a related comparison are given to verify the effectiveness of the proposed model.