This study examines trust in firms and explores strategies to enhance virtual negotiations. The focus is not just on crises but also on reducing time and expenses associated with travel and in-person meetings. We examined the factors influencing trust in online business-to-business (B2B) negotiations. It focused on complex negotiating situations, involving n = 35 qualitative interviews with experts from 17 distinct business sectors. Research indicates that the mode of communication (synchronous, asynchronous, visual or non-visual), the frequency and convenience of communication, the analysis of behavior (honesty, loyalty, objectivity, dress code, anchoring), and the technology employed influence the perception of trust during virtual negotiations. Hence, we provide a novel framework incorporating the many aspects that influence trust in online negotiation. We refer to this concept as “The Seven Forces that Shape Trust in Virtual Business Negotiations.”
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