Research On The Theoretical Linkage Between Network Embeddedness And Initial Trust-building In The B-B Context With The Perspective Of Social Capital

Due to the key role in external scare resource aquisition and long-term relationship government, the inter-organizational trust has been a hot topic in organization research for a long time. With the literature review, however, we can find that all of the previous researchs are limited to the traditional perspective at dyadic level. Though the effect of network embeddedness in the initial trust-building has been refered by some scholars, the advanced exploitation of which does not go ahead for many reasons. From the observation of "value chain finance" in the banking industry, this article introduce a new conception named "inter-organizaitonal trust based on network" and try to discuss the influence of organization’s network embeddedness on the cross-network trust obtaining with the perceptive of social network theory. It is the target of "value chain finance" parttern that the bank want to resolve the puzzle of direct trust on the small and medium enterprise (SME), resulting from the lack of mortgage, small property scale and imperfectness of financial information. Then the "inter-organizaitonal trust based on network" creat a new approach to building intial trust with the analysis and evaluation on the special orgnization’ a network embeddedness. Focus on the conception and taking the social captital perspective, this artial provide a theorital framework with the proposition that the network embeddedness that can facilitate initial inter-organization trust includes relational properties and strutrual properties. On the basis of literature review, this article develops some hypothese about how relational embeddedness and structural embeddedness influence the trust-building between two strange orgations, and then test these hypothese with the mixed study of qualitative research and quantitative research. As for the contribution to theory and practice, the foundings in this article not only extends the traditional perspective at dyadic level in current literature about trust, but also can tell the manager how to leverage the embeddedness to abtain the initial trust cross neworks.