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The many faces of trust and guanxi behavior: Evidence from marketing channels in China by Zhigang Shou; Rui Guo; Qiyuan Zhang; Chenting Su is a Business, Management and Accounting article available to read on EtoBox.

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This study examines how a trusting relationship influences firm boundary agents' guanxi behavior which involves saving face (wei hu mianzi), and affect investment (ganqing tou zi). At the individual level, we decompose trust into its competence and goodwill forms and examine their relative and interactive effects on guanxi behavior. A study conducted among 354 Chinese purchasing managers reveals that both competence trust and goodwill trust promote guanxi behavior, and these two types of character trust are substitutive for each other in terms of motivating the use of guanxi. At the firm level, calculative trust directly affects guanxi behavior and also negatively moderates the effect of competence trust on guanxi behavior. These results imply that calculative trust may substitute for competence trust in facilitating economic transactions and thereby reduce the use of guanxi in business interactions.

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Author

Zhigang Shou; Rui Guo; Qiyuan Zhang; Chenting Su

Publisher

Elsevier Science; Elsevier ; Elsevier BV (ISSN 0019-8501)

Published

2011

Language

EN

Field

Business, Management and Accounting (Social Sciences)