Trust Management in Emerging countries: International cooperation research challenges for Horizon 2020

Abstract. An international cooperation approach to trust management that considers cultural differences appears necessary if we would like to design multi-cultural trust models that can be understood and used by different cultures. The cultivation of trust is critical for the success of both the Internet economy and m-commerce. In this context, consumer trust is generally defined in a uniform manner, as if all participants behave in the same way. Current research indicates that culture has a major effect on the formation of consumer trust and the risks that consumers are willing to take. To ensure the successful uptake of m-commerce in emerging economies such as Brazil, India and South Africa, it is imperative to investigate culturally adapted trust requirements, properties and models. Countries in the EU, consisting of many different cultures, can also significantly benefit from this research. To this end, the BIC project has brought together researchers from different countries and cultures to collaborate on topics related to culture and trust. The common denominators and differences found amongst cultures can provide deep insights than can be applied to the design of useful security and privacy applications. This paper reports on the project development, provides some of th