A Descriptive Content Analysis of Trust-Building Measures in B2B Electronic Marketplaces

Because business-to-business (B2B) electronic marketplaces (e-marketplaces) facilitate transactions between buyers and sellers, they strive to foster a trustworthy trading environment with a variety of trust-building measures. However, little research has been undertaken to explore trust-building measures used in B2B e-marketplaces, or to determine to what extent these measures are applied in B2B e-marketplaces and how they are applied. Based on reviews of the scholarly, trade, and professional literature on trust in electronic commerce, we identified 11 trustbuilding measures used to create trust in B2B e-marketplaces. Zucker’s trust production theory [1986] was applied to understand how these trust-building measures will enhance participants’ trust in buyers and sellers in B2B e-marketplaces or in B2B e-marketplace providers. A descriptive content analysis of 100 B2B e-marketplaces was conducted to survey the current usage of the 11 trust-building measures. Many of the trust-building measures were found to be widely used in the B2B e-marketplaces. However, although they were proven to be effective in building trust-related beliefs in online business environments, several institutional-based trustbuilding measures, such as escrow services, insurance and third-party assurance seals, are not widely used in B2B e-marketplaces.