The progressive digitalization is changing the way businesses work and interact. Concepts like Internet of Things, Cloud Computing, Industry 4.0, Service 4.0, Smart Production or Smart Cities are based on systems that are linked to the Internet. The online access to the provided data creates potential to optimize processes and cost reductions, but also exposes it to a risk for an inappropriate use. Trust management systems are necessary in terms of data security, but also to assure the trustworthiness of data that is distributed. Fake news in social media is an example for problems with online data that is not trustable. Security and trustworthiness of data are major concerns today. The speed in digitalization makes it even a greater challenge for future research. This article introduces therefore a model of online trust content usable to compute the trust of an online service advertisement. It contributes to standardize business service descriptions necessary to realize visions of E-commerce 4.0, because it is the basis for the development of AI systems that are able to match an service request to a service advertisement. It is necessary for building trust enhancing architectures in B2B e-commerce. To do so, we conducted case studies, analysed websites, developed a prototype system and verified it by conducting expert interviews.
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