The relationship between anti‐consumption lifestyle and the trust triangle in a ride‐sharing platform: A cross‐cultural study of U.S. and Indian consumers

Abstract

AbstractThe aim of this study is to examine three types of trust in services provided in the sharing economy toward the goal of increasing consumers’ intention to use a ride‐sharing service. The three trust factors for sharing services are trust in drivers, trust in users, and trust in platforms. It is hypothesized that related to consumers’ consumption lifestyles would influence their trust in a sharing service; in particular, previous researchers found that anti‐consumption influenced consumers to participate in the sharing economy. Based on previous findings, the attempt with this study is to determine whether an anti‐consumption would affect formation of the three types of trust with regards to the ride‐sharing service. Specifically, the differing effects of anti‐consumption on trust formation in a ride‐sharing service are compared between the United States and India. Data are collected from 253 online surveys from the United States and 266 from India, and data analysis reveals that the anti‐consumption affects the formation of all three types of trust in the ride‐sharing service. In the United States in particular, non‐voluntary anti‐consumption has a greater effect on trust formation than it did in India.