BELIEVE YOU BECAUSE I TRUST YOU: UNDERSTANDING THE ROLE OF INTRA- AND INTER- ORGANIZATIONAL TRUST IN PERCEPTION AND USE OF MARKET INFORMATION
pp.1481-1486
We have limited knowledge on the potential pattern similarities/differences of trust’s role that may exist in information use obtained through intra- and inter-organizational relationships. This study addresses this question by investigating how trust leads to information use. Data from 338 intra-organizational and a sub-ample of 158 inter-organizational information exchange-relationships showed that trust is an important driver of the utilization of market information in both cases. Trust has no direct relationship to information use, instead has a strong indirect effect through a mediator, perceived quality of information. The effects of trust on the use of information obtained through intra- and inter-organizational relationships proved to be similar.