The pursuit of trust in ad hoc virtual teams: how much electronic portrayal is too much?

Abstract

This study develops and tests the concept of electronic portrayal in synchronous computer-mediated communication of ad hoc virtual teams. Electronic portrayal is the extent to which a communication system portrays the true identity of its users. A theoretical model is developed based upon which it is hypothesized that increased information available due to electronic portrayal will impact trust in ad hoc virtual teams. An experiment is conducted to test the model by manipulating the graphical identification of users of a system as well as the rehearsability of the system. Rehearsability is the extent to which users can reread and edit their messages before submitting them to the synchronous communication system. The results show that the combination of both factors – identification and rehearsability – impacts trust among team members. Specifically, partial electronic portrayal (only one form of true-to-life representation) has the most positive impact on trust. This effect is moderated by communication-related variables such as self-disclosure, impressions and virtual co-presence. The implication of these results is that too much true identity information negatively impacts trust. This research provides theoretical and practical contributions for understanding the importance of identification and rehearsability in synchronous group communication.

Keywords:

• electronic portrayal
• chat system
• rehearsability
• synchronous computer-mediated communication
• trust
• virtual team

Acknowledgements

This research is based on the doctoral dissertation of one of the authors and received the support of an internal faculty grant (# 67792-00-36) and a Doctoral Student Research Grant. We are grateful to the study participants and to those who helped with its coordination, especially Richard Holowczak. We also appreciate the many colleagues who provided feedback, in particular, Marty Frankel, Linda Friedman, Roxanne Hiltz, Marios Koufaris and Joe Valacich

Additional information

Notes on contributors

Shoshana Altschuller

About the authors

Shoshana Altschuller is an assistant professor of Information Systems at the Hagan School of Business, Iona College in New York. Her research interests include computer-mediated communication systems, virtual teams, and e-commerce. She has published articles in Journal of Computer-Mediated Communication, International Journal of Technology, Policy, and Management and other journals.

Raquel Benbunan-Fich

Raquel Benbunan-Fich is an associate professor of Information Systems at the Zicklin School of Business, Baruch College, CUNY. Her research interests include Virtual Teams, Individual IT Usage and Faculty Productivity. She has published articles in Decision Support Systems, European Journal of Information Systems, Journal of Strategic Information Systems and other journals.