Open AccessAn Application Expert System for Evaluating Effective Factors on Trust in B2C WebsitesTrust, Security, ANFIS, Fuzzy Logic, Rule Based Systems, Electronic Commerce
Author(s) -
Mehrbakhsh Nilashi,
Karamollah Bagherifard,
Othman Ibrahim,
Nasim Janahmadi,
Mousa Barisami
Publication year - 2011
Publication title -
engineering
Language(s) - English
Resource type - Journals
eISSN - 1947-3931
pISSN - 1947-394X
DOI - 10.4236/eng.2011.311132
Subject(s) - computer science , e commerce , fuzzy logic , adaptive neuro fuzzy inference system , inference engine , electronic banking , analytic hierarchy process , work (physics) , software , data mining , expert system , computer security , artificial intelligence , the internet , fuzzy control system , operations research , world wide web , engineering , mechanical engineering , programming language
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