Neutrosophic Trust Evaluation Model in B2C E-Commerce

Chapter
Part of the Studies in Computational Intelligence book series (SCI, volume 611)

Abstract

Trust is an important term in the context of E-Commerce. It lies at the top in the present trend of E-Commerce. Trust lists the diverse prospects of trustworthiness that exist between the merchant and customer, inducing a better customer liking and Business-to-Customer (B2C) E-Commerce. Considering the imprecise nature of E-Commerce trust, various researchers proposed different trust models and integrated them with fuzzy logic to handle inherent uncertainty. Conventional models of trust are based on subjective logic which falls short in mapping the real-time environment of E-commerce that deals with tentative behavioural values. Though fuzzy logic representation of the facts is a way to deal with improbability but it fails to capture the indeterminacy and false values given by respondents during survey. Authors in this chapter have attempted to target the indeterminacy involved while capturing the perception of respondents during survey for any website. Quite recently, neutrosophic logic (NL) has been proposed by Florentine Smarandache that gives a mathematical model for representing uncertainty, vagueness, ambiguity, imprecision, incompleteness, inconsistency, redundancy and contradictions. All the factors stated are very integral to human thinking, as it is very rare that we tend to conclude/judge in definite environments, imprecision of human systems could be due to the imperfection of knowledge that the human receives (observation) from the external world. Imperfection leads to a doubt about the value of a variable, a decision to be taken or a conclusion to be drawn for the actual system. This chapter suggests computation of perceived trust value by integrating a neutrosophic logic with the proposed fuzzy based trust model that considers all the chief features which affect the trust in E-Commerce.

Keywords

Fuzzy logic B2C E-Commerce Trust Neutrosophic logic 

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Copyright information

© Springer India 2016

Authors and Affiliations

  1. 1.COENSIT DwarkaNew DelhiIndia
  2. 2.CognizantChennaiIndia

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