Why are strangers trusted more during trade fairs? A literature review on the conceptual model of general trust formation

Abstract

Purpose

Considering that low-level general trust may hinder communication, this study aims to detect the factors that can influence general trust between exhibitors and visitors during business-to-business trade fairs.

Design/methodology/approach

Based on a literature review and stakeholders’ behavior analysis, a conceptual model of general trust formation between exhibitors and visitors is proposed.

Findings

The preconditions of strangers’ general trust patterns mainly include their early experience regarding trust, institutional trust in the environment and trust propensity. Stakeholders’ treatment, trust transfer, on-site restraints, reward and punishment expansion and on-site personnel arrangement may facilitate the formation of general trust between exhibitors and visitors.

Research limitations/implications

This paper is a conceptual article that requires further investigation to verify the main factors that influence general trust and the impact of general trust on other trust components between exhibitors and visitors.

Practical implications

Organizers, exhibitors and visitors should pay attention to participants’ selection, supervision, self-discipline and personnel management before and during trade fairs. International and small-scale, especially new trade fairs in developed and developing countries, must consider additional measures to improve general trust.

Originality/value

The existing literature has not focused on general trust in the trade fair context. In this paper, research on network and relationship marketing is further deepened in terms of a specific trust type. The interactions between stakeholders before and during fair may promote general trust among participants than in other settings, which partially explains why trade fair (even other two-sided markets) can increase social capital.

Citation

Jia, M. and Wan, C. (2022), "Why are strangers trusted more during trade fairs? A literature review on the conceptual model of general trust formation", Journal of Business & Industrial Marketing, Vol. 37 No. 11, pp. 2205-2216. https://doi.org/10.1108/JBIM-03-2021-0164