Skip to main content
SpringerLink
Log in

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

  • Research Article
  • Published:
European Journal of Information Systems

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1
Figure 2
Figure 3
Figure 4

Similar content being viewed by others

References

  • Bente G, Ruggenberg S, Kramer NC and Eschenburg F (2008) Avatar-mediated networking: increasing social presence and interpersonal trust in net-based collaborations. Human Communication Research 34 (2), 287–318.

    Article  Google Scholar 

  • Carte TA and Russell CJ (2003) In pursuit of moderation: nine common errors and their solutions. MIS Quarterly 27 (3), 479–501.

    Google Scholar 

  • Coppola NW, Hiltz SR and Rotter NG (2004) Building trust in virtual teams. IEEE Transactions on Professional Communication 47 (2), 95–104.

    Article  Google Scholar 

  • Cyr D, Hassanein K, Head M and Ivanov A (2007) The role of social presence in establishing loyalty in e-service environments. Interacting with Computers 19 (1), 43–56.

    Article  Google Scholar 

  • Daft RL and Lengel RH (1986) Organizational information requirements, media richness, and structural design. Management Science 32 (5), 554–571.

    Article  Google Scholar 

  • De Greef P and Ijsselsteijn WA (2001) Social presence in a home tele-application. CyberPsychology and Behavior 4 (2), 307–316.

    Article  Google Scholar 

  • De Vries P (2006) Social presence as a conduit to the social dimensions of online trust. In Persuasive Technology (Ijsselsteijn W, De Kort Y, Midden C, Eggen B and Van Den Hoven E, Eds), pp 55–59, Springer, Berlin: Heidelberg.

    Chapter  Google Scholar 

  • Dennis AR, Fuller RM and Valacich JS (2008) Media, tasks, and communication processes: a theory of media synchronicity. MIS Quarterly 32 (3), 575–600.

    Google Scholar 

  • Dirks KT (1999) The effects of interpersonal trust on work group performance. Journal of Applied Psychology 84 (3), 445–455.

    Article  Google Scholar 

  • Dirks KT (2000) Trust in leadership and team performance: evidence from ncaa basketball. Journal of Applied Psychology 84 (6), 1004–1012.

    Article  Google Scholar 

  • Dirks KT and Ferrin DL (2001) The role of trust in organizational settings. Organization Science 12 (4), 450–467.

    Article  Google Scholar 

  • Gallivan M and Benbunan-Fich R (2005) A framework for analyzing levels of analysis issues in studies of e-collaboration. IEEE Transactions on Professional Communication 48 (1), 87–104.

    Google Scholar 

  • Gallupe RB, Dennis AR, Cooper WH, Valacich JS, Basianutti LM and Nunamaker JF (1992) Electronic brainstorming and group size. Academy of Management Journal 35 (2), 350–369.

    Article  Google Scholar 

  • Gefen D and Straub D (2004) Consumer trust in B2C e-commerce and the importance of social presence: experiments in e-products and e-services. Omega 32 (6), 407–424.

    Article  Google Scholar 

  • Goffman E (1959) The Presentation of Self in Everyday Life. Anchor, New York, NY.

    Google Scholar 

  • Henderson S and Gilding M (2004) ‘I’ve never clicked this much with anyone in my life’: trust and hyperpersonal communication in online friendships. New Media and Society 6 (4), 487–506.

    Article  Google Scholar 

  • Hiltz SR, Johnson K and Turoff M (1986) Experiments in group decision making, communication process and outcome in face-to-face versus computerized conferences. Human Communication Research 13 (2), 225–252.

    Article  Google Scholar 

  • Holtjona G and Nah FF-H (2007) Deception in cyberspace: a comparison of text-only vs avatar-supported medium. International Journal of Human-Computer Studies 65 (9), 770.

    Article  Google Scholar 

  • Jacobson D (1999) Impression formation in cyberspace: online expectations and offline experiences in text-based virtual communities. Journal of Computer Mediated Communication 5 (1).

  • Jarvenpaa SL, Knoll K and Leidner DE (1998) Is anybody out there? Antecedents of trust in global virtual teams. Journal of Management Information Systems 14 (4), 29–64.

    Article  Google Scholar 

  • Jarvenpaa SL and Leidner DE (1999) Communication and trust in global virtual teams. Organization Science 10 (6), 791–815.

    Article  Google Scholar 

  • Jarvenpaa SL, Shaw TR and Staples DS (2004) Toward contextualized theories of trust: the role of trust in global virtual teams. Information Systems Research 15 (3), 250–264.

    Article  Google Scholar 

  • Joinson AN (2001) Self-disclosure in computer-mediated communication: the role of self-awareness and visual anonymity. European Journal of Social Psychology 31 (2), 177–192.

    Article  Google Scholar 

  • Jones GR and George JM (1998) The experience and evolution of trust: implications for cooperation and teamwork. The Academy of Management Review 23 (3), 531–546.

    Google Scholar 

  • Kanawattanachai P and Yoo Y (2002) Dynamic nature of trust in virtual teams. Journal of Strategic Information Systems 11 (3), 187–213.

    Article  Google Scholar 

  • Kang H-S and Yang H-D (2006) The visual characteristics of avatars in computer-mediated communication: comparison of internet relay chat and instant messenger as of 2003. International Journal of Human-Computer Studies 64 (12), 1173–1183.

    Article  Google Scholar 

  • Kiesler S and Sproull L (1986) Response effects in the electronic survey. Public Opinion Quarterly 50 (3), 402.

    Article  Google Scholar 

  • Klimoski RJ and Karol B (1976) The impact of trust on creative problem solving groups. Journal of Applied Psychology 61 (5), 630–633.

    Article  Google Scholar 

  • Kolko BE (1999) Representing bodies in virtual space: the rhetoric of avatar design. Information Society 15 (3), 177.

    Article  Google Scholar 

  • Kristof AL, Brown KG, Sims J HP and Smith KA (1995) The virtual team: a cast study and inductive model. In Advances in Interdisciplinary Studies of Work Teams: Knowledge Work in Teams (Beyerlein MM, Johnson DA and Beyerlein ST, Eds), JAI Press, Greenwich, CT.

    Google Scholar 

  • Laurenceau J-P, Barrett LA and Pietromonaco PR (1998) Intimacy as an interpersonal process: the importance of self-disclosure and perceived partner responsiveness in interpersonal exchanges. Journal of Personality and Social Psychology 74 (5), 1238–1251.

    Article  Google Scholar 

  • Lea M and Spears R (1992) Paralanguage and social perception in computer-mediated communication. Journal of Organizational Computing 2 (3-4), 321–341.

    Article  Google Scholar 

  • Lee KM (2004) Presence, explicated. Communication Theory 14 (1), 27–50.

    Article  Google Scholar 

  • Lee Y, Kozar KA and Larsen KR (2005) Does avatar email improve communication? Communications of the ACM 48 (12), 91–95.

    Article  Google Scholar 

  • Lewis JD and Weigert A (1985) Trust as a social reality. Social Forces 63 (4), 967–985.

    Article  Google Scholar 

  • Lombard M and Ditton T (1997) At the heart of it all: the concept of presence. Journal of Computer-Mediated Communication 3 (2), 1–43.

    Google Scholar 

  • Ma M and Agarwal R (2007) Through a glass darkly: information technology design, identity verification, and knowledge contribution in online communities. Information Systems Research 18 (1), 42–67.

    Article  Google Scholar 

  • Malhotra A and Majchrzak A (2005) Virtual workspace technologies. Sloan Management Review 46 (2), 10–14.

    Google Scholar 

  • Matheson K and Zanna MP (1992) Computer-mediated communications: the focus is on me. Social Science Computer Review 8 (1), 1–12.

    Article  Google Scholar 

  • Mcallister DJ (1995) Affect- and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal 38 (1), 24.

    Article  Google Scholar 

  • Mcknight DH, Cummings LL and Chervany NL (1988) Initial trust formation in new organizational relationships. Academy of Management Review 23 (3), 473–490.

    Google Scholar 

  • Meyerson D, Weick KE and Kramer RM (1996) Swift trust and temporary groups. In Trust in Organizations: Frontiers of Theory and Research (Kramer RM and Tyler TR, Eds), Sage Publications, Thousand Oaks, CA.

    Google Scholar 

  • Miller N (2002) Personalization and the promise of contact theory. Journal of Social Issues 58 (2), 387–410.

    Article  Google Scholar 

  • Nardi B, Whittaker S and Bradner E (2000) Interaction and outeraction: instant messaging in action. In Proceedings of the 2000 ACM Conference on Computer Supported Cooperative Work (Kellogg W and Whittaker S, Eds), ACM Press.

  • Nicovich SG, Boller GW and Cornwell TB (2005) Experienced presence within computer-mediated communications: initial explorations on the effects of gender with respect to empathy and immersion. Journal of Computer-Mediated Communication 10 (2), Article 6.

  • Nunamaker JF, Dennis AR, Valacich JS, Vogel DR and George JF (1991) Electronic meeting systems to support group work. Communications of the ACM 34 (7), 40–61.

    Article  Google Scholar 

  • O’leary MB and Cummings JN (2007) The spatial, temporal, and configurational characteristics of geographic dispersion in teams. MIS Quarterly 31 (3), 433–452.

    Google Scholar 

  • Panteli N (2004) Discursive articulations of presence in virtual organizing. Information and Organization 14 (1), 59–81.

    Article  Google Scholar 

  • Panteli N and Duncan E (2004) Trust and temporary virtual teams: alternative explanations and dramaturgical relationships. Information Technology and People 17 (4), 423–441.

    Article  Google Scholar 

  • Panteli N, Yan L and Chamakiotis P (2011) Writing to the unknown: bloggers and the presence of backpackers. Information Technology and People 24 (4), 362–377.

    Article  Google Scholar 

  • Piccoli G and Ives B (2003) Trust and the unintended effects of behavior control in virtual teams. MIS Quarterly 27 (3), 365–395.

    Google Scholar 

  • Pinsonneault A and Heppel N (1998) Anonymity in group support systems research: a new conceptualization, measure, and contingency framework. Journal of Management Information Systems 14 (3), 89–108.

    Article  Google Scholar 

  • Powell A, Piccoli G and Ives B (2004) Virtual teams: a review of current literature and directions for future research. Database for Advances in Information Systems 35 (1), 6.

    Article  Google Scholar 

  • Reid RL, Tapp JB, Liles DH, Rogers KJ and Johnson ME (1996) An integrated management model for virtual enterprises; vision, strategy and structure. In Proceedings of the International Conference on Engineering and Technology Management, (IEMC 96) Vancouver, British Columbia, IEEE Conference Publication, pp 522–527.

  • Rice RE (1987) Computer-mediated communication and organizational innovation. Journal of Communication 37 (4), 65–94.

    Article  Google Scholar 

  • Sarker S, Valacich JS and Sarker S (2003) Virtual team trust: instrument development and validation in an is educational environment. Information Resources Management Journal 16 (2), 35–55.

    Article  Google Scholar 

  • Schmitt N (1996) Uses and abuses of coefficient alpha. Psychological Assessment 8 (4), 350–353.

    Article  Google Scholar 

  • Schroeder R (2002) Copresence and interaction in virtual environments: an overview of the range of issues. In Presence 2002: Fifth International Workshop, Porto, Portugal.

  • Schroeder R (2006) Being there together and the future of connected presence. Presence: Teleoperators Virtual Environments 15 (4), 438–454.

    Article  Google Scholar 

  • Short J, Williams E and Christie B (1976) The Social Psychology of Telecommunications. Wiley, Toronto, ON.

    Google Scholar 

  • Sproull L and Kiesler S (1986) Reducing social context cues: electronic mail in organizational communication. Management Science 32 (11), 1492–1512.

    Article  Google Scholar 

  • Steuer J (1992) Defining virtual reality: dimensions determining telepresence. Journal of Communication 42 (4), 73–93.

    Article  Google Scholar 

  • Sussman SW and Sproull L (1999) Straight talk: delivering bad news through electronic communication. Information Systems Research 10 (2), 150–166.

    Article  Google Scholar 

  • Tidwell LC and Walther JB (2002) Computer-mediated communication effects on disclosure, impressions, and interpersonal evaluations: getting to know one another a bit at a time. Human Communication Research 28 (3), 317–348.

    Article  Google Scholar 

  • Turner RN, Voci A and Hewstone M (2007) Reducing explicit and implicit outgroup prejudice via direct and extended contact: the mediating role of self-disclosure and intergroup anxiety. Journal of Personality and Social Psychology 93 (3), 369–388.

    Article  Google Scholar 

  • Walczuch R and Watson R (2001) Analyzing group data in mis research: including the effect of the group. Group Decision and Negotiation 10 (1), 83–94.

    Article  Google Scholar 

  • Walther JB (1993) Impression development in computer-mediated interaction. Western Journal of Communication 57 (4), 381–398.

    Article  Google Scholar 

  • Walther JB (1996) Computer-mediated communication: impersonal, interpersonal, and hyperpersonal interaction. Communication Research 23 (1), 3–43.

    Article  Google Scholar 

  • Walther JB (1997) Group and interpersonal effects in international computer-mediated collaboration. Human Communication Research 23 (3), 342–369.

    Article  Google Scholar 

  • Walther JB (2011a) Theories of computer-mediated communication and interpersonal relations. In The Handbook of Interpersonal Communication (Knapp ML and Daly, JA, Eds), Sage, Thousand Oaks, CA.

    Google Scholar 

  • Walther JB (2011b) Visual cues in computer-mediated communication: sometimes less is more. In Face-to-Face Communications Over the Internet (Kappas A and Kramer NC, Eds), Cambridge University Press, New York.

    Google Scholar 

  • Walther JB, Slovacek CL and Tidwell LC (2001) Is a picture worth a thousand words? Photographic images in long-term and short-term computer-mediated communication. Communication Research 28 (1), 105–134.

    Article  Google Scholar 

  • Weisband S and Kiesler S (1996) Self disclosure on computer forms: meta-analysis and implications. In CHI ‘96 Conference on Human-Computer Interaction (Bilger R, Guest S and Tauber MJ, Eds), Vancouver, http://www.sigchi.org/chi96/proceedings/index.htm.

  • Weisband S and Reinig BA (1995) Managing user perceptions of email privacy. Communications of the ACM 38 (12), 40–47.

    Article  Google Scholar 

  • Wheeless LR and Grotz J (1977) The measurement of trust and its relationship to self-disclosure. Human Communication Research 3 (3), 250–257.

    Article  Google Scholar 

  • Wood AR and Smith MJ (2001) Online Communication: Linking Technology, Identity, and Culture. Lawrence Erlbaum Associates, Mahwah, NJ.

    Google Scholar 

  • Wrench JS and Punyanunt-Carter NM (2007) The relationship between computer-mediated-communication competence, apprehension, self-efficacy, perceived confidence, and social presence. Southern Communication Journal 72 (4), 355–378.

    Article  Google Scholar 

  • Yum Y-O and Hara K (2006) Computer-mediated relationships development: a cross-cultural comparison. Journal of Computer-Mediated Communication 11 (1), 133–152.

    Article  Google Scholar 

Download references

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

Author information

Authors and Affiliations

  1. Information Systems Department, Iona College, Hagan School of Business, New Rochelle, NY, U.S.A.

    Shoshana Altschuller

  2. Statistics & CIS Department, Zicklin School of Business, Baruch College, CUNY, New York, NY, U.S.A.

    Raquel Benbunan-Fich

Authors
  1. Shoshana Altschuller
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Raquel Benbunan-Fich
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Shoshana Altschuller.

Appendices

Appendix A

The task

John is a sophomore in college and he is paying for his own education and living expenses in New York. It is customary at the office where he works part time to exchange gifts before the holidays. Strapped for cash, John is unable to spend enough money to buy everybody there a respectable gift. He feels he must conserve as much money as he possibly can to help pay for the textbooks and software that he needs for his classes. He knows that he will be getting a gift from each of his coworkers and doesn’t want to offend them by not returning the gesture. To solve his dilemma, John downloads free but copyrighted MP3 files using one of the popular peer-to-peer sites that allow users to share music among themselves. He burns a few selections for each of his coworkers onto a CD, packages it elegantly and leaves it on their desks. He knows they will appreciate his choices of music. John feels that this is his best option even though he is aware that the source is not approved by the authorities that represent the recording industry.

Based on your knowledge and personal experience, please answer the following questions:

  1. 1

    Is John right or wrong in his decision to download music and give it as a gift? Why?

  2. 2

    If John had approached you with his dilemma as his friend, what would you have recommended him to do in his situation (to download or not to download)? Justify your recommendation.

Appendix B

Sample team web pages

Figure B1

Figure B1
figure 5

Sample avatar-identified team web page.

Full size image

Figure B2

Figure B2
figure 6

Sample photo-identified team web page.Note: To maintain the privacy of the subjects, actual subject photos are not shown in the sample.

Full size image

Appendix C

Table C1

Table C1 Survey items
Full size table

Appendix D

Table D1

Table D1 Factor loadings
Full size table

Rights and permissions

Reprints and permissions

About this article

Cite this article

Altschuller, S., Benbunan-Fich, R. The pursuit of trust in ad hoc virtual teams: how much electronic portrayal is too much?. Eur J Inf Syst 22, 619–636 (2013). https://doi.org/10.1057/ejis.2012.39

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/ejis.2012.39

Keywords

Search

Navigation