Abstract
Trust is considered to be one of the key factors influencing the sustainable development of the sharing economy. In this paper, we focus on the trust issue of peer-to-peer accommodation models like Airbnb and Xiaozhu, which are among the most common examples of a sharing economy. This research divides trust into two types from the perspective of an accommodation provider in the context of peer-to-peer accommodation sharing: trust in the sharing platform and trust in consumers. The purpose of this paper is to provide a comprehensive view of how the three types of online trust-building mechanisms affect providers’ trust in the sharing platform and trust in consumers. The structural equation modelling with partial least square method was used to empirically test the influence of the online trust-building mechanisms of a sharing economy platform on provider’s trust in the platform and provider’s trust in consumers, based on a sample of 209 providers on online short-term rental platforms in China. The empirical results show that perceived personal safety mechanisms, perceived property safety mechanisms, and perceived review mechanisms are positively related to a provider’s trust in the platform. Provider’s trust in the platform has a positive effect on trust in consumers, while perceived personal safety and review mechanisms have a positive effect on provider’s trust in consumers by the mediation of trust in the platform. This study has theoretical and practical significance for the promotion of the research and development of trust mechanisms in the sharing economy.
Highlights
With the spread of mobile internet, sharing economies have become a hot topic worldwide
Speaking, sharing economy models cover commercial or non-commercial models based on the aim of sharing [3], the sharing of physical goods and service delivery based on shared resources [4], and a peer-to-peer model, a business-to-consumer model, and a business-to-business model based on the actors in the sharing economy [5]
From the perspective of providers in the sharing economy, this study explored the effects of three trust-building mechanisms on provider’s trust in the sharing platform and trust in consumers
Summary
With the spread of mobile internet, sharing economies have become a hot topic worldwide. More than 700 million people participated in China’s sharing economy in 2017, including about 70 million service providers [2]. The term “sharing economy” lacks an unified definition. There are many terms related to the sharing economy, ranging from narrow definitions to broader ones. Speaking, sharing economy models cover commercial or non-commercial models based on the aim of sharing [3], the sharing of physical goods and service delivery based on shared resources [4], and a peer-to-peer model, a business-to-consumer model, and a business-to-business model based on the actors in the sharing economy [5]. The term “sharing economy” is commonly used to describe peer-to-peer trading [6] and the sharing of underutilized goods and services via online platforms without the transfer of ownership [7]
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
