Cognitive Trust Model for B2B E-Market: Design and Implementation

In recent years, B2B E-Market has received widespread amount of research attention in the field of electronic commerce. As majority of companies are investing huge amount of money to build the infrastructure for e-collaboration. Selecting suitable trading partners in an e-market still remains a huge challenge, as the selection of supplier depends not only on cost but on other factors such as reputation, satisfaction and trust. Trust is regarded as one of the most important factors for success and to ensure customers repeat trading. One of the major challenges faced by both research and industry is to measure trustworthiness of a supplier in an e-market place. This paper proposes a cognition based model to measure trustworthiness of a supplier. The proposed model with its implementation using multi-agent systems is described in detail. Finally empirical evaluation is carried out to validate the system and future direction for research in this area.