IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i12p7384-d840601.html
   My bibliography  Save this article

Trust Transfer in Sharing Accommodation: The Moderating Role of Privacy Concerns

Author

Listed:
  • Baozhou Lu

    (School of Business, Qingdao University, 308 Ning Xia Rd., Qingdao 266071, China)

  • Zhenhua Wang

    (School of Business, Qingdao University, 308 Ning Xia Rd., Qingdao 266071, China)

Abstract

Sharing accommodation (SA) has gained rapid growth in the last decade. To offer better service to users, the platform and hosts have to extensively collect and utilize confidential user data and information. With the extensive collection and utilization of personal user information, there are potential problems of data abuse and leakage, which makes users’ privacy concerns an important and unavoidable issue for repeated purchases and the sustainable development of SA. Privacy concerns are thus not only an important antecedent of purchase behaviors, but also an important conditional variable that will have impacts on the formation of trust and user purchase behaviors. However, the moderating effect of privacy concerns on trust formation has rarely been examined in the SA literature. To fill this knowledge gap, drawing on trust transfer theory and trust literature, this study builds a theoretical model to examine the relationships of three types of institution-based trust (i.e., trust in the SA platform, trust in the user community, and trust in the host community) and their effects on continuous use intention. Moreover, this study explores the moderating effect of privacy concerns on institution-based trust transfer in the context of SA. We then collected data through a questionnaire survey from experienced users of two reputable SA platforms in China, and empirically tested the research model with 470 valid responses. The results show that trust in the user community positively affects trust in the SA platform and trust in the host community; trust in the SA platform and trust in the host community positively affect users’ continuous use intention. Meanwhile, privacy concerns negatively moderate the relationship between trust in the user community and trust in the SA platform, as well as the relationship between trust in the user community and trust in the host community. The findings confirm the moderating role of privacy concerns in the trust transfer process, complementing existing research on trust transfer theory and trust.

Suggested Citation

  • Baozhou Lu & Zhenhua Wang, 2022. "Trust Transfer in Sharing Accommodation: The Moderating Role of Privacy Concerns," Sustainability, MDPI, vol. 14(12), pages 1-18, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7384-:d:840601
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/12/7384/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/12/7384/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Reimer, Thomas & Benkenstein, Martin, 2016. "When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews," Journal of Business Research, Elsevier, vol. 69(12), pages 5993-6001.
    2. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
    3. Xiao, Lin & Zhang, Yucheng & Fu, Bin, 2019. "Exploring the moderators and causal process of trust transfer in online-to-offline commerce," Journal of Business Research, Elsevier, vol. 98(C), pages 214-226.
    4. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    5. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    6. Tamara Dinev & Paul Hart, 2006. "An Extended Privacy Calculus Model for E-Commerce Transactions," Information Systems Research, INFORMS, vol. 17(1), pages 61-80, March.
    7. Dan J. Kim & Donald L. Ferrin & H. Raghav Rao, 2009. "Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration," Information Systems Research, INFORMS, vol. 20(2), pages 237-257, June.
    8. Benlian, Alexander & Titah, R. & Hess, Thomas, 2012. "Differential Effects of Provider and User Recommendations in e-Commerce Transactions: An Experimental Study," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 59346, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    9. Zhao, Jing-Di & Huang, Jin-Song & Su, Song, 2019. "The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 42-49.
    10. Benlian, Alexander & Titah, R. & Hess, Thomas, 2012. "Differential Effects of Provider and User Recommendations in e-Commerce Transactions: An Experimental Study," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 65605, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    11. Paul A. Pavlou & David Gefen, 2004. "Building Effective Online Marketplaces with Institution-Based Trust," Information Systems Research, INFORMS, vol. 15(1), pages 37-59, March.
    12. David Gefen & Paul A. Pavlou, 2012. "The Boundaries of Trust and Risk: The Quadratic Moderating Role of Institutional Structures," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 940-959, September.
    13. Katherine J. Stewart, 2003. "Trust Transfer on the World Wide Web," Organization Science, INFORMS, vol. 14(1), pages 5-17, February.
    14. Naresh K. Malhotra & Sung S. Kim & James Agarwal, 2004. "Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model," Information Systems Research, INFORMS, vol. 15(4), pages 336-355, December.
    15. Xiaojun Wu & Jiabin Shen, 2018. "A Study on Airbnb’s Trust Mechanism and the Effects of Cultural Values—Based on a Survey of Chinese Consumers," Sustainability, MDPI, vol. 10(9), pages 1-22, August.
    16. McCole, Patrick & Ramsey, Elaine & Williams, John, 2010. "Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1018-1024, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xiulan Jiang & Yukun Li & Jun Yang & Sen Wang & Chunjia Han, 2024. "Host–Guest Interaction and Sustainable Consumption Behaviour on Sharing-Accommodation Platforms: Using a Big Data Analytic Approach," Sustainability, MDPI, vol. 16(13), pages 1-22, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sullivan, Yulia W. & Kim, Dan J., 2018. "Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments," International Journal of Information Management, Elsevier, vol. 39(C), pages 199-219.
    2. Lu, Baozhou & Yi, Xiaoyang, 2023. "Institutional trust and repurchase intention in the sharing economy: The moderating roles of information privacy concerns and security concerns," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Tuncer, Ilhami, 2021. "The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm," Technology in Society, Elsevier, vol. 65(C).
    4. Xiao, Lin & Zhang, Yucheng & Fu, Bin, 2019. "Exploring the moderators and causal process of trust transfer in online-to-offline commerce," Journal of Business Research, Elsevier, vol. 98(C), pages 214-226.
    5. Ben Krishna & Satish Krishnan & M. P. Sebastian, 2023. "Examining the Relationship between National Cybersecurity Commitment, Culture, and Digital Payment Usage: An Institutional Trust Theory Perspective," Information Systems Frontiers, Springer, vol. 25(5), pages 1713-1741, October.
    6. Heng Xu & Hock-Hai Teo & Bernard C. Y. Tan & Ritu Agarwal, 2012. "Research Note ---Effects of Individual Self-Protection, Industry Self-Regulation, and Government Regulation on Privacy Concerns: A Study of Location-Based Services," Information Systems Research, INFORMS, vol. 23(4), pages 1342-1363, December.
    7. Martin, Kirsten, 2018. "The penalty for privacy violations: How privacy violations impact trust online," Journal of Business Research, Elsevier, vol. 82(C), pages 103-116.
    8. Wu, Wei & Wang, Sihang & Ding, Guanqi & Mo, Jinfei, 2023. "Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    9. Jian Mou & Dong-Hee Shin & Jason F. Cohen, 2017. "Trust and risk in consumer acceptance of e-services," Electronic Commerce Research, Springer, vol. 17(2), pages 255-288, June.
    10. Ben Q. Liu & Dale L. Goodhue, 2012. "Two Worlds of Trust for Potential E-Commerce Users: Humans as Cognitive Misers," Information Systems Research, INFORMS, vol. 23(4), pages 1246-1262, December.
    11. Sumeet Gupta & Haejung Yun & Heng Xu & Hee-Woong Kim, 2017. "An exploratory study on mobile banking adoption in Indian metropolitan and urban areas: a scenario-based experiment," Information Technology for Development, Taylor & Francis Journals, vol. 23(1), pages 127-152, January.
    12. Catherine L. Anderson & Ritu Agarwal, 2011. "The Digitization of Healthcare: Boundary Risks, Emotion, and Consumer Willingness to Disclose Personal Health Information," Information Systems Research, INFORMS, vol. 22(3), pages 469-490, September.
    13. Hu, Bo & Liu, Yu-li & Yan, Wenjia, 2021. "Should I scan my face? The influence of perceived value and trust on Chinese users' intention to use facial recognition payment," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238028, International Telecommunications Society (ITS).
    14. Rajković, Borislav & Đurić, Ivan & Zarić, Vlade & Glauben, Thomas, 2021. "Gaining trust in the digital age: The potential of social media for increasing the competitiveness of small and medium enterprises," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 13(4).
    15. Malhotra, Neeru & Sahadev, Sunil & Purani, Keyoor, 2017. "Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms," Journal of Business Research, Elsevier, vol. 75(C), pages 17-28.
    16. Grosso, Monica & Castaldo, Sandro & Li, Hua (Ariel) & Larivière, Bart, 2020. "What Information Do Shoppers Share? The Effect of Personnel-, Retailer-, and Country-Trust on Willingness to Share Information," Journal of Retailing, Elsevier, vol. 96(4), pages 524-547.
    17. Dongmin Kim & Izak Benbasat, 2006. "The Effects of Trust-Assuring Arguments on Consumer Trust in Internet Stores: Application of Toulmin's Model of Argumentation," Information Systems Research, INFORMS, vol. 17(3), pages 286-300, September.
    18. Marzieh Soleimani, 2022. "Buyers' trust and mistrust in e-commerce platforms: a synthesizing literature review," Information Systems and e-Business Management, Springer, vol. 20(1), pages 57-78, March.
    19. Paul A. Pavlou & Angelika Dimoka, 2006. "The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation," Information Systems Research, INFORMS, vol. 17(4), pages 392-414, December.
    20. Alisa Frik & Luigi Mittone, 2016. "Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions," CEEL Working Papers 1609, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7384-:d:840601. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.