A Fuzzy Logic-Based System for Assessing Customer Trust in C2C E-Commerce Platforms

Abstract

With the rapid advancement of internet technology over recent years, e-commerce has seen remarkable growth. For a c2c e-commerce business to succeed, it is crucial to understand the trust issues that prevent customers from choosing online platform for matchmaking. This paper introduces a model to evaluate how trust factors influence customer intentions to select from Indian online matchmaking platforms. The model utilizes the mamdani fuzzy inference system to calculate a trust index for virtual matchmaking platform, assessing customer confidence in online platform. The study begins by identifying key trust factors and then explores their significance through expert opinions. It examines customer feedback on c2c virtual matchmaking portals concerning these factors, leading to the development of a fuzzy system. Data collected via a questionnaire survey informed the creation of rules for the fuzzy inference system.