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The Effects of Online Trust-Building Mechanisms on Trust in the Sharing Economy: The Perspective of Providers

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  • Liwei Li

    (Management College, Beijing Union University, Beijing 100101, China)

  • Wei Wang

    (Management College, Beijing Union University, Beijing 100101, China)

Abstract

Trust is considered to be one of the key factors influencing the sustainable development of the sharing economy. In this paper, we focus on the trust issue of peer-to-peer accommodation models like Airbnb and Xiaozhu, which are among the most common examples of a sharing economy. This research divides trust into two types from the perspective of an accommodation provider in the context of peer-to-peer accommodation sharing: trust in the sharing platform and trust in consumers. The purpose of this paper is to provide a comprehensive view of how the three types of online trust-building mechanisms affect providers’ trust in the sharing platform and trust in consumers. The structural equation modelling with partial least square method was used to empirically test the influence of the online trust-building mechanisms of a sharing economy platform on provider’s trust in the platform and provider’s trust in consumers, based on a sample of 209 providers on online short-term rental platforms in China. The empirical results show that perceived personal safety mechanisms, perceived property safety mechanisms, and perceived review mechanisms are positively related to a provider’s trust in the platform. Provider’s trust in the platform has a positive effect on trust in consumers, while perceived personal safety and review mechanisms have a positive effect on provider’s trust in consumers by the mediation of trust in the platform. This study has theoretical and practical significance for the promotion of the research and development of trust mechanisms in the sharing economy.

Suggested Citation

  • Liwei Li & Wei Wang, 2020. "The Effects of Online Trust-Building Mechanisms on Trust in the Sharing Economy: The Perspective of Providers," Sustainability, MDPI, vol. 12(5), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1717-:d:324918
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    References listed on IDEAS

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    Cited by:

    1. Ha, Jinkyung, 2024. "Examining the decision journey of platform refugee: Focusing on the case of Korean live-streaming industry," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302475, International Telecommunications Society (ITS).
    2. Saubhagya Bhalla, 2023. "Motivations and Constraints of Collaborative Consumption, Testing the Mediating Role of Attitude and nature of Trust," Vision, , vol. 27(2), pages 189-201, April.
    3. José Alberto Martínez-González & Eduardo Parra-López & Almudena Barrientos-Báez, 2021. "Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model," Sustainability, MDPI, vol. 13(1), pages 1-21, January.
    4. Jiang Jiang & Rui Feng & Eldon Y. Li, 2021. "Uncovering the Providers’ Continuance Intention of Participation in the Sharing Economy: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(9), pages 1-22, May.
    5. Rossmannek, Oliver & David, Natalie & Schramm-Klein, Hanna, 2022. "Suppliers’ loyalty to their sharing platform: The influence of multiple roles," Journal of Business Research, Elsevier, vol. 143(C), pages 272-281.

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