  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.
