TrustCV : supporting reputation-based trust for collectivist digital business ecosystems

M.Sc. (Information Technology)In Africa, the economy is largely dominated by SMMEs that represent 90% of private businesses and contribute to more than 50% of employment and GDP. However, these SMMEs struggle to sustain their businesses in the current economic climate. To address this, advancements in mobile and cloud technology introduce new possibilities such as digital business ecosystems to support environment where small, micro, and medium enterprises can interoperate. The fundamental challenge for SMMEs in a digital business ecosystem is the selection of transaction partners. SMMEs are interested to transact with other SMMEs that will benefit their business through successful transactions. This leads to the sustainability and growth of SMMEs and consequently the economy. However, not all SMMEs behave as predicted and therefore, being able to trust another SMME in the digital business ecosystem is important. Trust is an essential part of business and personal life. The social nature of trust makes trust very personalised and for each individual, trust is interpreted, understood and perceived according to past experience and social behaviour. These factors are largely influenced by cultural norms and behaviours that individuals conform to. In African and some other regions, collectivist cultural norms and behaviours are common whereas in Westernised regions, individualist cultures are common. Therefore, it is not enough to just consider trust from a technical perspective but also from a cultural perspective. For small businesses in Africa and other regions in the world, this is especially true. Compared to larger companies in developed economies, SMMEs in Africa are more informal and operate in a more personal manner. This implies that trust decisions are largely influence an owner or employee’s cultural norms and behaviour. The research conducted in this dissertation proposes a trust model, known as Trustcv that supports the cultural norms and behaviours of collectivist cultures for trust in a digital business ecosystem. Digital business ecosystems, trust, culture and social network analysis provide the literature foundation for Trustcv. The effectiveness of Trustcv is measured through simulations of a digital business ecosystem in Africa, which provides interesting results compared to an existing trust model. The results indicate that Trustcv could be used to support trust in collectivist digital business ecosystems used by collectivist cultural SMMEs