An Agent-Based Fuzzy Recommendation System Using Shoppers' Preferences for E-Commerce Applications

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.