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



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

5. Conclusions

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 other’s reliability or product /service quality before the transaction. In this paper, we
presented an e-market recommendation algorithm that aims to support members of a business
VC. In particular, this paper first introduced the expECEM metadata elements for collecting
and storing e-market evaluations from the VC members. Second, it described the design of a
multi-criteria recommendation algorithm that can synthesize past evaluations in order to
propose appropriate e-markets to the VC members. Finally, it has demonstrated a scenario of
applying the e-market recommendation algorithm in the context of the BIO@GRO Web portal
for organic agriculture, in order to support the members of an agribusiness VC to find suitable
e-markets with certified organic products.

6. Acknowledgements

The work presented in this paper has been partially funded by the European Commission, and
more specifically the project No EDC-11293 “BIO@GRO: Demonstration of an online
Multilingual Biological Agriculture eServices System for Organic Farmers, Traders,
Institutions and Citizens” of the eContent Programme.

7. References

Adomavicius, G., Tuzhilin, A. (2005). Towards the Next Generation of Recommender
Systems: A Survey of the State-of-the-Art and Possible Extensions. IEEE Transactions
on Knowledge and Data Engineering, 17(6), pp. 734-749.

Barnes, S.J., Vidgen, R.T. (2002). An Integrative Approach to the Assessment of E-Commerce
Quality. Journal of Electronic Commerce Research, 3(3), pp. 114-127.

Fritz, M., Hausen, T., Schiefer, G. (2005). Trust and E-Commerce in Agrifood Networks:
Configuration of an Electronic Trust Environment. In Proc. of the EFITA/WCCA Joint
Conference 2005, July 25-28, 2005, Vila Real, Portugal.

Herlocker, J., Konstan, J.A., Riedl, J. (2002). An Empirical Analysis of Design Choices in
Neighborhood-Based Collaborative Filtering Algorithms. Information Retrieval, 5, pp.
287-310.

Hosmer, L. (1995). Trust: the connecting link between organizational and philosophical ethics.
Academy Management Review, 20(2), pp. 370-403.

Jacquet-Lagreze, E. Siskos, Y. (2001). Preference disaggregation: 20 years of MCDA
experience. European Journal of Operational Research, vol. 130, pp. 233-245.

Konstan, J.A. (2004). Introduction to Recommender Systems: Algorithms and Evaluation.
ACM Transactions on Information Systems, 22(1), pp. 1-4.

Manouselis, N. (2005). ECEM: E-Commerce Evaluation Metadata. Technical Report,
Informatics Laboratory, Agricultural University of Athens, TR179.

Manouselis, N., Costopoulou, C. (2005). Designing an Internet-based directory service for e-
markets. Information Services & Use, 25 (2), pp. 95-107.



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