Trust Measuring of e-Marketplace Buyers and Sellers - Design of Fuzzy-based Methodology -

e-마켓플레이스 판매자와 구매자 신뢰도 측정 - 퍼지기반 방법론 설계 -

The explosive growth of e-marketplace transactions requires an appropriate trust measuring framework to protect involving transacting entities such as buyers and sellers. As a strategic competitive edge, e-marketplace service providers have been adopting various system features that make sure no one transacting entity takes a major risk in online transactions involved. In this paper, an improved trust measuring method using fuzzy theory for an e-marketplace is proposed. The proposed methodology incorporates fuzzy set and calculation concepts to help build trust matrices and models, which are used to measure the level of risk involved in a specific e-marketplace transaction concerned. The proposed framework can be utilized to optimize the transaction costs by recommending a differentiated transaction process according to the risk level involved in each online transaction.