Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms

Abstract

The sharing economy system has been digitalized by online platforms that connect consumers to exchange goods and services. Do such sharing platforms still provide consumers a sense of community, like the in-person sharing economy? Is such a sense of community heightened when consumers experience social presence? The results of analyzing 304 U.S. consumers revealed that perceived interactivity in communication and self-brand connection increased social presence on sharing platforms significantly, while co-presence did not. Further, group identification moderated these effects. Social presence increased loyalty intention in part, and increased sense of community significantly.