Modelling and Analyzing Trust Conformity in E-Commerce Based on Fuzzy Logic

摘要

Along with the breakthrough of networking, communications, and information technology, E-Commerce gains rapid development in recent years. Trust is the premise and foundation of transaction activities in E-Commerce. While conformity is an important factor which influences customers' trust to vendors, as well as customers' choices in online purchasing. Conformity behaviour in E-Commerce is two-edged. It should be correctly treated and actively guided. In order to understand in depth conformity behaviour and its influence, this paper proposes a fuzzy logic approach to model conformity behaviour in E-Commerce. The proposed fuzzy logic system is simulated with MATLAB. Simulation results are congruent with observed conformity phenomena in E-Commerce. This paper then further discusses conformity behaviour in E-Commerce. This paper not only guides customers to properly trust vendors and prevent being cheated in electronic transactions, but helps designers develop more appropriate evaluation methods for trust in E-Commerce.