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

Author

Listed:
  • Canavari, Maurizio
  • Rivaroli, Sergio
  • Fritz, Melanie
  • Hausen, Tobias

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.

Suggested Citation

  • Canavari, Maurizio & Rivaroli, Sergio & Fritz, Melanie & Hausen, Tobias, 2006. "Prioritizing Trust Factors in an Agri-Food B2B E-Commerce Environment," 99th Seminar, February 8-10, 2006, Bonn, Germany 7773, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae99:7773
    DOI: 10.22004/ag.econ.7773
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    References listed on IDEAS

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    1. Boersma, Margreet F. & Buckley, Peter J. & Ghauri, Pervez N., 2003. "Trust in international joint venture relationships," Journal of Business Research, Elsevier, vol. 56(12), pages 1031-1042, December.
    2. Maurizio Canavari & Daniela Miniucchi & Giuseppe Nocella & Davide Viaggi, 2004. "Electronic Commerce in Agriculture and Agribusiness: the Case of Emilia-Romagna (Italy)," Others 0409002, University Library of Munich, Germany.
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