Building trust in sharing economy platforms: trust antecedents and their configurations

Abstract

Purpose: The sharing economy is the internet-enabled business model that has changed the way people travel, work and interact. Similar to other internet-enabled settings, trust is of paramount importance for the sharing economy as it leads to continued use and positive word-of-mouth. The main objectives of this research are twofold: (1) to identify the most relevant antecedents of trust in the sharing economy; and (2) to identify which combination of these antecedents allows repurchase intention and positive word-of-mouth to be achieved. Methodology: Through revision of trust theories and complementary frameworks, and an analysis of the sharing economy, we develop a model of trust for the sharing economy. We propose a model assuming that different types of trust will form a limited number of pathways valid for the creation of positive behavioural intentions. We use Qualitative Comparative Analysis to empirically assess the proposed model on a sample of 235 sharing economy users. Findings: We find two configurations that jointly suggest the key role of website quality and usability in generating consumer trust. We propose that, on the one hand, platforms might focus on creating value-added services and increasing the reliability of the platform brand. On the other hand, platforms can focus on creating good signalling mechanisms, and educate their service providers towards reliable behaviour. Originality: We build a conceptual model of trust in the sharing economy setting, that considers the feedback loops among the combination of several dimensions. We define specific strategies for platforms in the sharing economy that lead to repurchase intention and positive word-of-mouth.