Trust in the Sharing Economy

Abstract

Sharing Economy, Trust, Survey, Consumer-to-Consumer e-Commerce Sharing Economy, Vertrauen, Umfrage, Consumer-to-Consumer E-CommerceTrust has been in the focus of research on business-to-consumer (B2C) e-commerce in the last decade.The rise of consumer-to-consumer (C2C) markets in the context of the sharing economy, however, has posed new challenges and questions regarding the dimensionality and role of trust in online transactions.We outline a conceptual research model for the role of trust with regard to the consumers' and suppliers' intentions to engage in this economy.Our model differentiates between three substantial targets of trust, that is, trust towards peer, platform, and product (3P).We propose and evaluate a questionnaire, which addresses these targets in their dimensions ability, integrity, and benevolence. Der Faktor Vertrauen spielt im Business-to-Consumer (B2C) E-Commerce bereits seit vielenJahren eine wichtige Rolle.Die stetig wachsende Bedeutung von Consumer-to-Consumer (C2C) Märkten im Kontext der Sharing Economy wirft nun neue Fragestellungen bezüglich der Dimensionalität sowie der Rolle von Vertrauen in Online-Transaktionen auf.In dieser Arbeit stellen wir ein konzeptionelles Modell zur Untersuchung des Zusammenhangs zwischen Vertrauen und Nutzung der Angebote der Sharing Economy vor.Wir unterscheiden zwischen Anbieter-und Konsumentenperspektive. Unser Modell betrachtet dabei drei wesentliche Bezugspunkte des Vertrauens -zur Person, zur Plattform und zum Produkt (3P).Wir entwickeln und evaluieren einen Fragebogen, der Vertrauen in den Dimensionen Fähigkeit, Integrität und Wohlwollen adressiert.While sharing is almost as old as mankind (Sahlins 1972) the sharing economy, intermediated by Internet and mobile technology, is a phenomenon of the 21 st century.In fact, driven by the facilitating role of peer-to-peer platforms and Information Systems (IS), its rise is changing the consumption behavior of millions of people around the globe.While C2C1 26

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