Digital Trust Mediated by the Platform in the Sharing Economy from a Consumer Perspective

摘要

There are many pieces of research on antecedents and mechanisms of digital trust, which are essential pillars of e-commerce. However, sharing economy is a new peer-to-peer online business model, which only has the transfer of usage rights rather than property rights. Therefore, it is important to create and enhance a trusted environment to promote successful transactions in the context of the emerging sharing economy. This research work proposes a theoretical trust model and evaluates it empirically with 289 valid samples. It intends to explore consumer's trust in the platform, trust transfer from the platform to suppliers, and the impact of trust on the intention of participating in the sharing economy. The trustworthiness of the platform is strongly related to consumer's trust in the platform. Structural assurance also has a strong impact on the trustworthiness of the platform and trust in the platform. Situational normality affects the intention of participating in the sharing economy but not affects trust in the platform and suppliers. Disposition to trust affects trust in the platform but not in suppliers. Trust transfer from the platform to suppliers is strongly supported. It is implied to strengthen the presentation of trustworthiness and structural guarantee mechanism of the platform to guarantee the sustainable development of the sharing economy.