Abstract
Though deviations in the nature of trust have been recognized and regarded influential for conducting international business activities successfully, empirical research into the trust context of network societies remains scarce today. We suggest a theory that reflects the multiplicity and peculiarity of trust and its relational and environmental context. By surveying 882 respondents from three countries (China, Russia, and South Korea) data suggests that with increased network importance, in-group trust increases alike. Moreover, individuals drawing predominantly on out-group trust attach less importance to in-group trust. With increases in nonspecific trust, both in-group and out-group trust increases. Hence, we find a multiplicity of trust relationships that call for a reexamination of the conventional bipolar view on trust relationships.
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