Fuzzy based trust model to evaluate and analyse trust in B2C E-Commerce

Trust lies at the acme in this competitive trend of E-Commerce. Trust enumerates the different prospects of trustworthiness that are sculpted between the vendor and customer, inducing a better customer satisfaction and Business-to-Customer (B2C) E-Commerce. Considering the vagueness and ambiguity of E-Commerce trust different trust models coupled with Fuzzy Logic (FL) have been implemented through time. In this paper we proposed a fuzzy based trust model where all the important facets that affect the trust are taken into account. Traditional trust models were based on subjective logic which fails to map the real time environment of E-commerce that deals with uncertain behavioral values, Fuzzy logic is a way to deal with uncertainty.