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

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

Bimal Aklesh Kumar (Fiji National University, Lautoka, Fiji) and Priya Mohite (Fiji National University, Lautoka, Fiji)
Copyright: © 2015 |Pages: 15
DOI: 10.4018/IJEBR.2015100103
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Abstract

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.
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Businesses over the Internet have grown rapidly over the years and crossed many boundaries to trade goods. Hence there has been a need to provide a common platform for trading which is called an e-marketplace. White et al. (2007) recorded a research by European Commission which found that, on average multiple industries use e-marketplaces for trading and explored factors influencing B2B e-marketplaces on the basis of twenty five interviews conducted with twelve organizations. The authors surveyed classes of e-marketplace mainly third party or public marketplaces owned by independent parties, consortium marketplaces formed by collaboration of firms, private marketplaces formed by a single company to trade with its customers, and suppliers or both suppliers and customers. This resulted in understanding a fact that an electronic marketplace has the ability to attract customers.

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