When and To Whom Does Trust have a Positive Effect?: Interaction among Trust, Technological Turbulence and Organizational Culture

For a long time, firms have tried to cultivate trust and have depended on it to succeed. In particular, many previous studies have identified several situations where trust serves as a major resources or convertible asset of a corporation. In line with previous studies, we investigate what may be a significant variable in a channel and pose the following question: when and to whom does trust have a positive effect? Our research considers organizational culture as key moderator and tries to see the interaction among trust, technological turbulence, and organizational culture. The expected results are that when a firm has a tendency for a high aversion to risk, the effect of technological turbulence on the relationship between trust and market performance will alleviate than when a firm has a tendency of low risk aversive culture, this study not only expands research areas to cross-cultural studies but also proposes further research suggestions.