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Trust and Electronic Commerce in the Agrifood Sector. A Trust Model and Experimental Experiences

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  • Fritz, Melanie
  • Hausen, Tobias
  • Schiefer, Gerhard
  • Canavari, Maurizio

Abstract

Opportunities coming from electronic commerce provide interesting support options for the Agrifood sector. However, due to the product specific information asymmetry in the agrifood sector, the anonymity of the medium creates a lack of trust increasing transaction costs to engage in e-commerce. This paper develops a trust model for electronic commerce in the agrifood industry allowing for the analysis of trust determinants in traditional agrifood transaction relationships and their transfer to appropriate trust determinants in the e-commerce environment. First experimental results validating the suitability of the model to derive appropriate electronic trust generating elements for a given agrifood transaction environment are presented.

Suggested Citation

  • Fritz, Melanie & Hausen, Tobias & Schiefer, Gerhard & Canavari, Maurizio, 2005. "Trust and Electronic Commerce in the Agrifood Sector. A Trust Model and Experimental Experiences," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24742, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae05:24742
    DOI: 10.22004/ag.econ.24742
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    References listed on IDEAS

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    3. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
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    Cited by:

    1. Matopoulos, Aristides & Vlachopoulou, Maro & Manthou, Vicky, 2006. "Exploring Trust in E-B2B Relationships," 99th Seminar, February 8-10, 2006, Bonn, Germany 7757, European Association of Agricultural Economists.

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