01779nas a2200121   4500008004100000022001400041245005300055210005300108260004200161520139800203100002001601856003601621       2010                        eng d  a1913-610200aAssessing Trust Between Members of a Marketplace0 aAssessing Trust Between Members of a Marketplace  aOttawabTalent First Networkc09/20103 aTrust is very important to companies that participate in electronic markets and the keystone organizations that operate these markets. No company wishes to deal with a keystone that is not trustworthy or purchase a solution from a supplier that it does not trust. To grow a community, the keystone and the suppliers that are its marketplace members must be trusted.

Providing users of a marketplace with tools to measure trust in suppliers' solutions may reduce transaction costs and increase the number of deals closed. The objective of this paper is to examine how to measure trust in suppliers' solutions offered in a marketplace. The discussion on how to measure trust in a keystone is deferred to a later paper.

This paper is organized into six parts. The first part defines trust and the second examines the concept of trust transitivity, which is the use of indirect trust in a trust network. The third part describes how trust can be measured. The fourth provides an overview of the author's research, which examined how the numbers of observations about a solution-supplier's ability, integrity, and benevolence affect a customer's uncertainty and belief in the solution offered in the Eclipse Marketplace. The fifth part discusses the implications of this research for keystone operators. The last section provides conclusions and summarizes the relevance of this research. 
 1 aMoraes, Eduardo  uhttp://timreview.ca/article/380