Concerns about the technology used by collaborative platforms - a challenge for managers

Abstract

Abstract In recent years, there has been a growing interest in the access-based consumption model, which is becoming an alternative to the traditional ownership-based model. The development of business models based on collaborative consumption has become possible, among others, thanks to the development of ICT tools and easy access to the internet. The paper focuses on examining users’ opinions on the technological aspect of the functioning of sharing platforms. The following research question was asked: Do concerns of using technological solutions discourage the use of collaborative platforms? The research method used in the paper was a survey addressed to current and potential users of such platforms in Szczecin, Poland. The survey covered 403 respondents. In order to present the results, descriptive statistics were used and the Technology Fear Index (TFI) was constructed - a management tool that informs about the size of respondents’ fear of technologies used by collaborative platforms. The results showed that there are concerns of using technology, although they cannot be considered a disincentive to the use of collaborative platforms. A solution that can minimize users’ concerns may be a wider inclusion of external trusted websites responsible for e.g. identity management and mobile payments. Reducing some of users’ concerns may also be ensured by the platform’s participation in a cross-community reputation system.