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Prioritizing Trust Factors in an Agri-Food B2B E-Commerce Environment AgEcon
Canavari, Maurizio; Rivaroli, Sergio; Fritz, Melanie; Hausen, Tobias.
Trust is recognized as an important asset for Business-to-Business e-commerce success, but few studies investigate the link between trust and e-commerce in agri-food markets. This paper aimed at prioritizing some trust factors in e-relationships between actors operating in the agri-food markets. Starting from the results of a previous analysis (Canavari et al., 2005), the importance of three categories namely “share of values and motivations”, “reliability and reputation” and “integration availability and non-opportunistic behavior”, and six trust factors are prioritized using the Analytic Hierarchy Process. The model seems to be capable to assign a priority order to the elements inspiring trust within e-trade relationships in the agri-food chains.
Tipo: Conference Paper or Presentation Palavras-chave: Organizational Behavior (D23); E-Commerce (L81); Trust; Analytic hierarchy process.; Agribusiness; Institutional and Behavioral Economics.
Ano: 2006 URL: http://purl.umn.edu/7773
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