Trust, perception, and managerial use of market information

This study aims to enrich international business theory and practice by being the first study to investigate how both inter- and intra-organizational managerial trust in the source of market information contributes to its' perception and use and by examining the contingent role of structural fluctuations and market turbulence. Structural equation modelling of cross-sectional survey data of 158 firms in Hungary shows that trust is an important driver of utilization of market information. Perceived information quality mediates the effect of trust on information use partially when it derives from intra- and fully when from inter-organizational source. When unpredictable changes occur due to structural fluctuations of the firm, the role of trust in quality perception of market information becomes more prominent. However, changes in the environment due to market turbulence do not moderate the effect of trust on perceived quality of information from inside, only from outside the firm.