Paper info

RISK AND TRUST IN BUSINESS RELATIONSHIPS - PERCEPTION AND CONSEQUENCES OF TRUST-BASED ELEMENTS OF A BUSINESS OFFER

Aneta Disterheft, Piotr Gaczek, Grzegorz Leszczy?ski and Marek Zieli?ski

The paper was published at the 32nd IMP-conference in Poznan, Poland in 2016.

The aim of our study was to investigate the impact of risk level on the perception of information related to four types of trust and included in the business cooperation offer. In order to do that, we manipulated the level of risk by delivering appropriate information about the business situation. Visual exploration path was recorded using mobile eye tracking device. We also administered a questionnaire which enabled us to analyse potential differences in the decision making process as a consequence of different levels of risk. The general conclusion is that in higher risk situation people tended to read more carefully all the information including trust indicators, irrespectively of what type of trust it was. Reading that offer leads to similar decisions regardless of level of risk what suggests that inclusion of trust-related elements into the offer may reduce risk perceived by buyer.