The role of cultural factors in influencing the maintenance and/or enhancement of trust between two individuals acting as a dyad has received little research attention in trust and trust building. We discuss how a selected culture-specific factor (face) plays an influencing, if not imperative, role in trust and trust building in a Chinese context. We suggest that the preservation and/or enhancement of face acts as an indispensable factor to maintain and/or build trust in a Chinese context. We discuss the implications of our concept and offer suggestions for further research.
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