Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Semir Daskapan and Ana Cristina Costa INTRODUCTION Trust is a success factor in achieving eﬀective cooperation within and between organizations spread over diﬀerent areas. Trust becomes a vital concept when there are signiﬁcant risks involved and when there is uncertainty about future consequences of a particular interaction (Rousseau et al., 1998). A transaction is a speciﬁc instance of an interaction, when it concerns the exchange of values between two parties. The higher the importance of the exchanged goods and services between the organizations, the more critical trust becomes between the negotiating end points. As the Internet expands and social and business relationships come to rely more on computer based interactions, many inter-organizational collaborations shift from face-to-face based interactions to virtual interactions (email, virtual meetings, video-conferencing, e-learning, and so on). On the one hand, this shift from real business towards e-business enables companies to conduct their global transactions as simply as local transactions. On the other hand, the trust relation between humans is implicitly mandated to the network between computers or telephones in diﬀerent organizations. Without precautions this implicit mandate can be subverted. So, in order to maintain the trust relation between humans we also need to understand how organizations and computers trust each other and mediate the mandated human trust. As such, there is a need for reengineering trust as a result of border-crossing information systems of globally operating companies. In this chapter we argue that a distinction needs to be made between real trust...
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