Trust building in the sharing economy: proposition and test of an integrated model

Abstract

PurposeThe purpose of this study is to propose and test an integrated model to explain how trust is built in sharing economy (SE) transactions.Design/methodology/approachInitially, prior literature was systematically selected and synthesized to develop a comprehensive framework applicable to multiple trust-building perspectives and categories of SE platforms. Then, a survey was conducted to validate the constructs and test the model with Airbnb guests. A sample of 351 responses was collected and analyzed using structural equation modeling.FindingsThe results indicate that the cues an individual assesses to infer their counterpart’s trustworthiness and the reasons the individual has for engaging in the SE transaction can explain a large variance in their trust in the counterpart. In addition, the individual’s propensity to trust moderates this relationship.Research limitations/implicationsThe proposed model can help identify the most effective trust-building mechanisms. It can be taken as a common knowledge base for scholars to compare the four trust-building perspectives and different categories of SE platforms, as well as to investigate the subject over time and across cultures.Practical implicationsThis research can also help practitioners understand the complexity of building trust and design platform features to do so.Social implicationsA unified model clarifies trust in the SE, aiding platform growth and community bonding. This insight guides platforms in feature enhancement and policymakers in drafting balanced regulations.Originality/valueTo the best of the authors’ knowledge, for the first time, there is a comprehensive and parsimonious model applicable to the four trust-building perspectives and different categories of SE platforms.