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The Role of Communication in Online Trust: The Communicative Action Theory Contribution
Abstract
This chapter aims at better understanding the behavior of the Internet user. It suggests studying the role of communication on the trust of Internet users towards commercial Websites. In order to realize this research, the authors mobilized the Communicative Action Theory of Jürgen Habermas (1987). Therefore, they have brought a new perspective in understanding online trust following action theory. For Habermas, communication is an action that depends on contextual, cultural, and human factors, which cannot be reduced to deterministic mechanisms. He deals with three types of action, which an actor might pursue following his interests, which can be instrumental, strategic, or emancipatory. The instrumental and strategic are purposive-rational actions, which aim at achieving success and at developing a calculated trust based on calculation of the advantages and the costs of the relation, whereas, the communicative action is coordinated by mutual understanding that allows the development of a relational trust based on social interactions. In communicative action, mutual understanding through language allows the social integration of actors and the coordination of their plans and their different interests. In this case, trust is based on a common definition of the situation and the resolution of conflicts of interests between actors. Internet is a medium of communication that can support the three kinds of action. The instrumental and strategic actions allow the development of calculated trust, whereas the communicative action allows the development of relational trust based on social interaction and mutual comprehension.
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