AN AGENT-BASED FUZZY RECOMMENDATION SYSTEM USING SHOPPERS' PREFERENCES FOR E-COMMERCE APPLICATIONS
Zhengping Wu, Hao Wu · International Journal of Uncertainty Fuzziness and Knowledge-Based Systems · 2010
In e-commerce applications, the magnitude of products and the diversity of venders cause confusion and difficulty for the common consumer to choose the right product from a trustworthy vender. Although people have recognized the importance of feedback and reputation for the trustworthiness of individual venders and products, they still have difficulty when they have to make a shopping decision from a massive number of options. This paper introduces fuzzy logic into rule definition for users' preferences and designs a novel agent-based decision system using fuzzy rules. This system can help users to find the right product recommendation from a trustworthy vender following users' own preferences.