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Studying How E-Markets Evaluation Can Enhance Trust in Virtual Business Communities

By Nikos Manouselis, Constantina Costopoulou and Alexander B. Sideridis

Abstract

One of the major drawbacks of conducting business online is the raised level of risk associated with business transactions. Potential business partners usually have limited information about each others reliability or product / service quality before an online transaction. In this paper, we focus on the problem of selecting a trustful electronic market (e-market), in order to perform business transactions with it. In particular, we examine how the decision of selecting an appropriate e-market can be facilitated by an e-market recommendation algorithm. For this purpose, a metadata model for collecting and storing e-market evaluations from the members of a virtual business community in a reusable and interoperable manner is introduced. Then, an e-market recommendation algorithm that can synthesize existing e-market evaluations stored using the metadata model, is designed. Finally, a scenario of how the presented e-market recommendation algorithm can support a virtual agribusiness community of the organic agriculture sector is discussed.E-market, metadata, recommender system, virtual community, Institutional and Behavioral Economics, Marketing,

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