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Trust building in agri-food markets with computer-mediated business relationships

Trust building in agri-food markets with computer-mediated business relationships. Trust in CMBR. Difficulties Not face-to-face Cannot inspect product Purpose of this work Identify ‘trust drivers’ Transfer to CMBR in agri-food. Approach. Listen to focus group discussion

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Trust building in agri-food markets with computer-mediated business relationships

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  1. Trust building in agri-food markets with computer-mediated business relationships

  2. Trust in CMBR • Difficulties • Not face-to-face • Cannot inspect product • Purpose of this work • Identify ‘trust drivers’ • Transfer to CMBR in agri-food

  3. Approach • Listen to focus group discussion • Perform analysis on words used • Try to identify • Relationships • Hierarchies

  4. Step 1 • Focus group • Experts in agri-food & ICT • 2.5 hours

  5. Step 2 • Analysis of meeting records • Look for semantic categories (SC) • Map onto 2d space • SC are close if they show up in the same speeches

  6. Step 3 • Cluster these 2d SC points • 8 resulting clusters; ex: • Trustworthiness of ICT tools • Integrity of partner • Certification of partner • Also referred to as ‘elements’ • Minus 1 cluster, ‘specificity of context’

  7. Step 4 • Group 7 elements into 3 ‘aspects’ • Label the ‘dimension’ of each, either: • Emotional • Cognitive (rational)

  8. Step 5 • Integrate with ‘other information and elements taken from the literature’ • Input of focus group participants • Relative importance of elements

  9. Discussion • Why not just ask the experts? • Meaningfulness of calculations • Contribution? • Is the hierarchy useful? • How should trust be addressed?

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