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HOW INTERPERSONAL TRUST MANIFESTS ONLINE BEHAVIOR: A case study exploring the impact of societal levels of interpersonal trust on the utilization of online source credible information.
Unformatted Document Text:  How interpersonal trust manifests 9 2000) for judging deception, interpersonal trust would probably be an important predictor of online media behavior. Studies in both the laboratory (O’Reilly and Roberts, 1974) and in organizations (O’Reilly, 1978) have shown that senders are more likely to communicate with receivers and also to filter the information less, when they have high trust in receivers (Danowski, 2001). It is therefore reasonable to assume, that cultures high on interpersonal trust would require lesser information about senders than cultures, which exhibit lower levels of trust. Also, since the amount of information required is linked to the degree of uncertainty faced by the receiver (Berger and Calabrese, 1979), situations high in uncertainty are ideal for exploring the impact of societal differences in interpersonal trust. Online Auctions and Seller Rating Points The Internet is a hybrid network that combines a variety of technologies, including wireless, telephone and data networks (Barnett et al, 2001). Individuals utilize the medium for a variety of tasks, including communicating, searching (surfing), and transacting. Each of these tasks or user mode affects how viewers evaluate and interpret online information. Communication scholars distinguish between two main types of user orientations or modes: ritualized and instrumental. Ritualized media use is habitual and less active while instrumental use is goal oriented and purposeful (Rubin, 1984). While web surfing is considered a ritualized media use, online activity that involves utility, intention, selectivity and involvement are considered instrumental media use (Li and Bukovac, 1999). Of particular interest, is the instrumental use of the Internet for

Authors: Vishwanath, Arun.
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How interpersonal trust manifests 9
2000) for judging deception, interpersonal trust would probably be an important
predictor of online media behavior. Studies in both the laboratory (O’Reilly and
Roberts, 1974) and in organizations (O’Reilly, 1978) have shown that senders are
more likely to communicate with receivers and also to filter the information less,
when they have high trust in receivers (Danowski, 2001). It is therefore
reasonable to assume, that cultures high on interpersonal trust would require
lesser information about senders than cultures, which exhibit lower levels of trust.
Also, since the amount of information required is linked to the degree of
uncertainty faced by the receiver (Berger and Calabrese, 1979), situations high in
uncertainty are ideal for exploring the impact of societal differences in
interpersonal trust.
Online Auctions and Seller Rating Points
The Internet is a hybrid network that combines a variety of technologies,
including wireless, telephone and data networks (Barnett et al, 2001). Individuals
utilize the medium for a variety of tasks, including communicating, searching
(surfing), and transacting. Each of these tasks or user mode affects how viewers
evaluate and interpret online information. Communication scholars distinguish
between two main types of user orientations or modes: ritualized and
instrumental. Ritualized media use is habitual and less active while instrumental
use is goal oriented and purposeful (Rubin, 1984). While web surfing is
considered a ritualized media use, online activity that involves utility, intention,
selectivity and involvement are considered instrumental media use (Li and
Bukovac, 1999). Of particular interest, is the instrumental use of the Internet for


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