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Impersonal Trust in B2B Electronic Commerce: A Process View 253<br />
1985), I argue that credibility is also a robust form that is increasingly important in<br />
the impersonal environment of B2B eCommerce.<br />
Many authors argued that trust is only embedded in repetitive transactions and<br />
ongoing relationships, essentially arguing that impersonal trust is not a true form of<br />
trust but a functional substitute for it (Granovetter, 1985; Williamson, 1993). Sitkin<br />
and Roth (1993) argued that ‘legalistic remedies’ are not effective in creating trust,<br />
while Granovetter (1985) maintained that institutional processes are ‘functional<br />
substitutes’ of trust. On the contrary, Shapiro (1987) argued that institutional<br />
practices and norms could provide a very strong level of trust. In sum, the role of<br />
impersonal trust in the literature has been controversial; however, given the<br />
importance of impersonal trust in today’s B2B eCommerce, this chapter attempts<br />
to disentangle the complex notion of trust and encourage research on the antecedents,<br />
underlying trust-building cognitive processes and consequences of each<br />
distinct dimension. By examining the two types of trust independently, research<br />
could validly conclude which type is robust, easy to build and maintain, and<br />
consequential.<br />
Lewicki and Bunker (1995) argued that there are different levels of trusting<br />
relationships with impersonal processes as the most fragile and familiarity ones as<br />
the most robust. However, the impersonal processes are fragile if the underlying<br />
institutional structure is fragile, and the signals and incentives are weak. Given strong<br />
and well-accepted institutional rules, practices and norms to guide B2B eCommerce,<br />
impersonal trust can also become a robust mechanism to govern interfirm economic<br />
activity. Even if familiarity trust is indeed more robust, familiarity may not always be<br />
possible in eCommerce, since it may be physically or socially difficult to personalize<br />
all interfirm relationships, and it might also have negative economic consequences<br />
(Helper, 1991). Therefore, impersonal trust can be encouraged in B2B exchanges<br />
without significant costs, and provide substantial benefits to the participating firms<br />
without forcing them into repetitive transactions.<br />
Managerial Implications<br />
This study has practical implications for the ways B2B exchanges might<br />
increase the general level of interorganizational trust. Heightening the extent of firm<br />
accreditation, improving feedback mechanisms, and ensuring an effective monitoring<br />
and legal system promotes a trustworthy environment. Failure to provide these<br />
antecedents of trust might reduce the general level of credibility in the marketplace,<br />
which would eventually force firms to seek other alternatives. Moreover, this study<br />
proposes that impersonal trust is an important determinant of satisfaction, reduced<br />
perceived risks, anticipated continuity and favorable pricing. These associations set<br />
new standards for B2B exchanges; an important consideration should be to<br />
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