A Fuzzy Decision System Using Shoppers' Preferences for Recommendations in E-Commerce Applications

In e-commerce applications, the magnitude of products and the diversity of venders cause confusion and difficulty for common consumers to choose the right product from a trustworthy vender. Although people have recognized the importance of feedbacks and reputations for the trustworthiness of individual venders and products, they still have difficulties when they have to make a shopping decision from a huge number of choices. This paper introduces fuzzy logic into rule definition for preferences of venders and price for products, and designs a novel agent-based decision system using fuzzy rules and reasoning mechanisms to find the right product from a trustworthy vender according to users’ preferences.