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

2. Trust in CMBR Difficulties Purpose of this work 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? Contribution?
Meaningfulness of calculations
Contribution?
Is the hierarchy useful?
How should trust be addressed?