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Impersonal Trust in B2B Electronic Commerce: A Process View 251 Figure 1: Conceptual Framework Accreditation Feedback Monitoring Legal Bonds Capability Process Transference Process Calculative Process Credibility (Impersonal Trust) Satisfaction Perceived Risk Anticipated Continuity Favorable Pricing pricing terms for reducing transaction-specific risks. The complete set of antecedents, trust-building processes and consequences of impersonal trust is shown in Figure 1. DISCUSSION The primary contribution of this research is that a set of interrelationships between constructs that tend to be associated with impersonal trust in B2B eCommerce are specified. First, the nature and dimensions of trust in eCommerce are described, and it is proposed that impersonal trust is mostly applicable in this context, primarily arising from the dimension of credibility. Second, the conceptual development provides the trust-building cognitive processes that may engender impersonal trust. Third, four trust-building mechanisms usually present in B2B exchanges are proposed to act as antecedents of impersonal trust by triggering the trust-building cognitive processes. Finally, four consequences of impersonal trust on key aspects of interfirm exchange relations are proposed. Although this study does not empirically examine the interrelationships among these variables, the theoretical foundation provides a comprehensive view of the role of impersonal trust in B2B eCommerce; an empirical validation of the proposed framework can be seen in Pavlou (2001). Another contribution of this research is the examination of the two distinct dimensions of trust–independently, proposing that each dimension would have different underlying cognitive processes, antecedents and consequences. While the extant literature paid particular attention to benevolence as the most important aspect of interfirm trust and viewed trust as a global construct, this Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited.
252 Pavlou research showed that in B2B eCommerce, impersonal trust arising from the dimension of credibility could be studied as an independent concept in its own right. Viewing trust as a unidimensional construct may be a valid simplification when analyzing long-term relationships (Doney and Cannon, 1997). However, given the impersonal context of B2B eCommerce, this simplification underscores the importance of credibility on vital outcomes of interfirm exchange relations (Ganesan, 1994). Key Findings This research is one of the first to address the importance of impersonal trust in B2B eCommerce. In online interfirm exchange relations where familiarity trust in not readily applicable, impersonal trust can still have beneficial outcomes, primarily based on the dimension of credibility. The two dimensions of trust-credibility and benevolence–are related constructs, although theoretically distinctive from each other. While there is rich scholarly literature on the antecedents of familiarity trust, no research has investigated the effect of an extensive set of antecedents of impersonal trust. Not only does this study propose some precursors of impersonal trust in B2B eCommerce, these antecedents are theoretically grounded in the cognitive processes by which trust engenders. Whereas it may appear that impersonal processes-competence, transference and calculative-are only weak complements of the familiarity-based processes-intentionality and prediction, the proposed impersonal processes seem to be critical in establishing trust and generating favorable social and economic outcomes. Therefore, even if the notion of studying impersonal trust independently is novel, its antecedents and consequences are established based on solid ground. Theoretical Implications This research proposes that firms tend to make many decisions based on objective evidence of competence, reliability and honesty (credibility). This finding is in line with Williamson (1993) who argued that familiarity trust only exists at the individual level, whereas business relations require institutional safeguards against opportunism. Also, Ganesan (1994) showed that even in long-term interfirm relationships, credibility was the sole determinant of long-term orientation. Therefore, these findings call for reconceptualization of the role of interfirm trust and more exhaustive research on the antecedents and consequences of the impersonal concept of trust. Nevertheless, whereas the dimension of credibility is proposed to induce favorable outcomes in interfirm exchange relations, it is not the purpose of this chapter to undermine the importance of familiarity trust. However, while other researchers argued that benevolence is the only stable form of trust (Granovetter, Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited.
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Acquisition Editor: Mehdi Khosrow-P
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The Economic and Social Impacts of
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vi Preface E-commerce is not new, t
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