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Title:
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DOES FIT B2B E-COMMERCE FOR AGRIBUSINESS? A FIRST APPROACH FOR TRUST EVALUATION ISSUES IN SPANISH AGRIFOOD SECTOR |
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Author(s):
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Fernández Mª Cristina , Isabel De Felipe , Briz Julián |
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ISBN:
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978-972-8924-89-8 |
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Editors:
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Sandeep Krishnamurthy |
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Year:
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2009 |
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Edition:
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Single |
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Keywords:
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Trust, AHP, Agribusiness B2B. |
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Type:
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Full Paper |
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First Page:
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19 |
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Last Page:
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26 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The lack of information about trust issues in agricultural and food sector follow the authors to explore about this topic. A
qualitative study is carried out in two phases in order to find out evidences for later hypothesis development about the
performance of trust in the agricultural and food sector. This paper goes a step further in a previous one presented in ecommerce
IADIS conference in 2008. Firstly this paper shows and initial reflection of the barriers related with trust in the
adoption of B2B strategies and technological tools in agricultural and food in Spain. In order to explore this topic nine
qualitative interviews where conducted. The result of this first stage is a list of qualitative results related with concerns
and barriers in the e-business agricultural sector. The second phase consists on nineteen qualitative interviews using the
Analytical Hierarchy Process (AHP) to evaluate a developed theoretical topology of trust. Finally the results are
expressed and resume in the form of hypothesis to be study in forthcoming phases of the study. The results will be useful
for the approach and implementation of trust in different supply chains in different agrifood sectors. |
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