Conclusion

This chapter considers the role of trust in inter-organizational and interpersonal virtual interactions through the development of the DEI matrix (Figure 1). It defined trust and outlined its central role in virtual interactions. The chapter views interactional trust in two dimensions, allowing an exploration of its nature in organization-to-organization settings, organization-to-individual and individual-to-organization interactions, and at an individual-to-individual level. The chapter demonstrates how each of these requires a different notion of trust, and how information and communication technologies mediate such trust. The digital era interaction matrix is then used as a basis for investigating these four types of trust interactions. The matrix helps to organize research in this area, and each quadrant was then investigated employing examples of current research.

The matrix and the subsequent discussion highlight the need for further research in many different areas. In particular, the following research agenda is proposed.

First, the inter-relationships between trust and power within a virtual context need further exploration. The investigation of various dimensions of virtual alliances has highlighted the complex power dynamics in which trust is developed and conflict is managed. The chapter posits that power dynamics when acknowledged can be used to build those conditions that encourage the further development of trust. For example: to what extent do power and embedded authority relations impinge on trust relationships in a virtual context? What types of resources underpin this power-trust dynamic?

Second, there is only limited research to date on the management of conflict in virtual interactions. While trust and conflict are fundamental considerations for effective collaboration and knowledge-intensive virtual arrangements, both bodies of literature have largely evolved independently of one another (Panteli & Sockalingam, 2002). Further research is needed that focuses on the inter-relationship of trust and conflict in the digital era.

Third, the recursive nature of individual trust relationships and organizational trust in the digital context needs further investigation. How does trust at the organization level develop in the digital era? How do emerging technologies and individuals' actions within a particular organizational context help to sustain the trust relationship at the organizational level?

Fourth, building trust online in e-commerce will continue to be a fertile area for research, encompassing website quality, information quality, and e-commerce service quality. In this arena the relationship between trust and Internet security technologies, such as digital certificates, will be relevant.

Fifth, the relationship between technology and trust is not a simple one and warrants investigation. As discussed above, individuals often seek to establish personalized face-to-face interactions rather than relying on technology-mediated interactions. A view of trust in the digital era as a socio-technical phenomenon requires investigation to avoid the pitfalls of viewing trust as either a social issue or as a purely technological problem. One way to explore the social and technology aspects jointly is actor network theory (Latour, 1987), which has been used to investigate the implementation of video-teleconferencing technology by Nandhakumar and Vidgen (2001).

These five elements form a research agenda that, when tackled, will advance understanding of the role of trust in inter-organizational and interpersonal virtual interactions. Such research is necessary if organizations and individuals are to benefit fully from the potential and the promise of virtually enabled exchanges.