Abstract
Many acts of collaborative consumption are facilitated via customer-to-customer (C2C) online based sharing networks or marketplaces, in which participants rent, lend, trade, barter, and swap goods, services, transportation solutions, space, or money. In this paper a model on trust building measures and the hierarchical construct of trust in a sharing option facilitated through an online platform is developed. To test the model, two empirical studies are conducted, first, a survey among users of the online sharing marketplace Airbnb (N=232), and second, an experiment among non-users of a fictitious online sharing platform ShareNow.com (N=462). Empirical results confirm the hierarchical nature of the two-fold trust construct. A causal relationship between the level of trust in the provider of a sharing platform and the level of trust in peers one is sharing with could be confirmed. Furthermore, results reveal four measures to statistical significantly influence the two-fold trust construct. This applies to: Much effort put in development of website, a strong statement concerning privacy policy, third-party certification, and reliable escrow services.
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