Prioritizing Trust Factors in an Agri-Food B2B E-Commerce Environment

Maurizio Canavari, Sergio Rivaroli, Melanie Fritz and Tobias Hausen

No 7773, 99th Seminar, February 8-10, 2006, Bonn, Germany from European Association of Agricultural Economists

Abstract: 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.

Keywords: Organizational Behavior (D23); e-Commerce (L81); Trust; analytic hierarchy process.; Agribusiness; Institutional and Behavioral Economics (search for similar items in EconPapers)
Date: 2006
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