Contributions to Books:

W. Bauer, J. Dorn:
"Enhancing Electronic Markets for Industrial Services by Trust Features";
in: "Trust in B-to-B contexts: antecedents, processes, and consequences", Advances in Business Marketing and Purchasing (ABMP); H Akrout, K Raies (ed.); Emerald Publishing, Bingley, West Yorkshire, 2018.

English abstract:
The level of trust in a service provider is an important decision factor when buying industrial services. Especially, the outcome uncertainties of services, itsī individuality and asymmetric information between buyer and seller are some reasons that the evaluation of trust is a key component in service trading. Consequently, searching of potential new suppliers involves the examination of providers' trustworthiness. Additional, the importance of online marketplaces increased for searching of suppliers in a global environment, which needs to support this trust evaluation process by describing trust signals.
This paper focuses on the study of online trust signals used by buyers, to assess providerīs trustworthiness in the context of industrial services. Main research objective is to propose the basis for a digital tool, which helps buyers to assess providerīs trustworthiness by providing a "standardized trustworthiness signal description" and "trust functionalities". A particular approach is used, different methods are mixed such as a case study, expert interviews and a quantitative method following the guideline of the design science paradigm. The aim is to propose a useful tool for trustworthiness assessment to enhance e-markets for industrial services.

Created from the Publication Database of the Vienna University of Technology.