چکیده مقاله
Decision making on trust in an e commerce environment is associated with several other elements such as security, risk, satisfaction, loyalty and reputation The life cycle of e trust in online Business to Consumer B2C transactions takes multiple stages from beginning to end The first stage involves the complete unawareness of online shoppers about online sellers Then, individual trust begins to develop, endure, recover and ultimately sustain or diminish Since it is a complicated task to gain trust, there have been numerous solutions, methods and models proposed so far to create, maintain, measure, enhance and prevent loss of trust One of the solutions that has long been adopted to determine trust level in B2C is a concentration on the history or background of online shoppers customers and online sellers companies so as to obtain reliable data or identify trust level This paper attempted to adopt the machine learning algorithms to analyze decisions about the past and history of individuals/companies and trust in e business/e commerce EC Moreover, efforts were made to identify and assess the key contributing factors to decision making The results demonstrated that corporate factors and business models left the greatest impacts on customer decision making in e business trust or distrust during electronic transactions
کلیدواژهها
نویسندگان
Issa Najafi
Computer Engineering Department , Quchan University of Advanced Technologies Engineering , Quchan , Iran;
شیوه ارجاع
Najafi, Issa,1396,Assessment and Modeling of Decision-making Process for E-business Trust based on Machine Learning Algorithms,Fifth International Conference on Electrical and Computer Engineering with Emphasis on Indigenous Knowledge,Tehran
ارائهشده در
مجموعه مقالات پنجمین کنفرانس بین المللی مهندسی برق و کامپیوتر با تاکید بر دانش بومی19 بهمن 1396 · تهران