%0 Journal Article
%T The Identification Level of Security, usability and Transparency Effects on Trust in B2C Commercial Websites Using Adaptive Neuro Fuzzy Inference System (ANFIS)
%A Mehrbakhsh Nilashi
%A Mohammad Fathian
%A Mohammad Reza Gholamian
%A Othman Bin Ibrahim
%A Alireza Khoshraftar
%J International Journal of Artificial Intelligence and Expert Systems
%D 2011
%I Computer Science Journals
%X With the rapid development of Internet, the number of online customers is growing fast. Thisgrowth is supported by spreading of Internet usage around the globe. However, the questionof security and trust within e-commerce has always been in doubt. This study generatesgeneral knowledge about e-commerce. This study specifically gives an overview tounderstand different factors about security and trust between companies and theirconsumers. In order to Three e-stores and their websites were examined based on the modelproposed .This study also mentions that security and trust work parallel and close to eachother. If a consumer feels that an online deal is secured and they can trust the seller, it leadsto a confident e-commerce¡¯s trade. The main focus of this study is to find out a suitable wayto resolve security and trust issues that make e-commerce an uncertain market place for allparties. The findings of this study indicate that, character of security is regarded as the mostimportant to building trust of B2C websites. The proposed model applies Adaptive Neuro-Fuzzy model to get the desired results. Two questionnaires were used in this study. The firstquestionnaire was developed for e-commerce experts, and the second one was designed forthe customers of commercial websites. Also, Expert Choice is used to determine the priorityof factors in the first questionnaire, and MATLAB and Excel are used for developing theFuzzy rules. Finally, the Fuzzy logical kit was used to analyze the generated factors in themodel.
%K ANFIS
%K E-commerce
%K Trust
%K Security.
%U http://cscjournals.org/csc/manuscript/Journals/IJAE/volume2/Issue3/IJAE-51.pdf