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

Bruno Fernandes (Coppead Graduate School of Business, Federal University of Rio de Janeiro, Rio de Janeiro, Brazil)
Roberto Nogueira (Coppead Graduate School of Business, Federal University of Rio de Janeiro, Rio de Janeiro, Brazil)
Paula Chimenti (Coppead Graduate School of Business, Federal University of Rio de Janeiro, Rio de Janeiro, Brazil)

The Bottom Line

ISSN: 0888-045X

Article publication date: 23 April 2024

Issue publication date: 30 May 2024

66

Abstract

Purpose

The 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/approach

Initially, 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.

Findings

The 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/implications

The 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 implications

This research can also help practitioners understand the complexity of building trust and design platform features to do so.

Social implications

A 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/value

To 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.

Keywords

Acknowledgements

Funding: This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – Brasil (CAPES) – Finance Code 001 and Grupo Globo. Funding sources had no role in the design; in the collection, analysis and interpretation of data; in the writing of the report; and in the decision to submit the article for publication.

Declaration of interest: none.

Citation

Fernandes, B., Nogueira, R. and Chimenti, P. (2024), "Trust building in the sharing economy: proposition and test of an integrated model", The Bottom Line, Vol. 37 No. 2, pp. 158-178. https://doi.org/10.1108/BL-01-2023-0012

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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