Keszey, Tamara (2014) How trust affects the use of information obtained through intra- and extraorganizational relationships? In: Paradigm Shifts & Interactions. Proceedings of the 43rd European Marketing Academy Conference (EMAC). European Marketing Academy, pp. 139-146. . ISBN 978-84-370-9453-3
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Abstract
We have limited knowledge on the potential pattern similarities/differences of trust’s role that may exist in information use obtained through intra- and extra-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 interorganizational dyadic 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 inter- and extra-organizational dyadic relationships proved to be similar.
| Item Type: | Book Section |
|---|---|
| Uncontrolled Keywords: | trust, managerial use of market information, relationships, dyads, salesmarketing interface, market research |
| Divisions: | Faculty of Business Administration > Institute of Marketing and Media > Department of Marketing |
| Subjects: | Marketing |
| Funders: | János Bolyai Research Program by the Hungarian Academy of Sciences |
| Projects: | OTKA PD77726 |
| ID Code: | 1771 |
| Deposited By: | Ádám Hoffmann |
| Deposited On: | 19 Dec 2014 10:13 |
| Last Modified: | 19 Dec 2014 10:26 |
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