Publication:
A Fuzzy Logic Approach in assessing the trustworthiness of Instagram Sellers: A Customer's Perspective

Date
2020
Authors
Din S.M.
Bakar A.A.
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Institute of Electrical and Electronics Engineers Inc.
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Abstract
Instagram has become a chosen platform for people to buy and sell online. Nevertheless, some studies have reported that frauds happened from buying and selling through the platform such as product quantity and specification is different as claimed, receipt of a defect product, and other frauds involving Instagram sellers. Hence, trust is vital when customers are engaged in S-Commerce activities on Instagram and there is a need for a trust model to evaluate trustworthiness of sellers. This paper proposes a Fuzzy Logic method in assessing the trustworthiness of Instagram Sellers, from a Customers' perspective. The trustworthiness of three Instagram Sellers was evaluated using the Fuzzy Inference System and values indicated moderate to high trust with values of more than 0.500. The study is expected to provide customers with a guideline on which factors that are important in assessing an Instagram Seller and a model to evaluate and quantify the trustworthiness of Instagram Sellers. � 2020 IEEE.
Description
Computer circuits; Fuzzy inference; Sales; Fuzzy inference systems; Fuzzy logic approach; Fuzzy logic method; Trust modeling; Fuzzy logic
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