To Share or Not to Share: A Motivation and Trust Model
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Description
The sharing economy is an innovative way for individuals to share an excess capacity of housing, transportation, and other services. While economic, societal, and technological reasons are driving the growth of the sharing economy, trust also plays a key role. Trust in the sharing economy is important because of perceived fears in the sharing economy related to safety, poor service, and privacy, among others. The objective of this research is to examine trust’s role in the initial and continued use of the sharing economy. Using a base trust nomological net, we develop a Trust Model and a Motivation Model to explain how trusting beliefs form. We survey individuals about three sharing economy services: Uber, Airbnb, and TaskRabbit. Results show that the Motivation Model with its main predictors enjoyment, convenience, and safety, explains more variance in trusting beliefs than the Trust Model. While mostly consistent, there are some significant differences among the three sharing economy services including the effect of trusting beliefs in the app on trusting intention. Implications and directions for future research are provided.
To Share or Not to Share: A Motivation and Trust Model
Marshall University
The sharing economy is an innovative way for individuals to share an excess capacity of housing, transportation, and other services. While economic, societal, and technological reasons are driving the growth of the sharing economy, trust also plays a key role. Trust in the sharing economy is important because of perceived fears in the sharing economy related to safety, poor service, and privacy, among others. The objective of this research is to examine trust’s role in the initial and continued use of the sharing economy. Using a base trust nomological net, we develop a Trust Model and a Motivation Model to explain how trusting beliefs form. We survey individuals about three sharing economy services: Uber, Airbnb, and TaskRabbit. Results show that the Motivation Model with its main predictors enjoyment, convenience, and safety, explains more variance in trusting beliefs than the Trust Model. While mostly consistent, there are some significant differences among the three sharing economy services including the effect of trusting beliefs in the app on trusting intention. Implications and directions for future research are provided.
