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In platform we trust: How interchangeability affects trust decisions in collaborative consumption

Author

Listed:
  • Fabienne Chameroy

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Stéphane Salgado

    (TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

  • Virginie de Barnier

    (UNC - Université de la Nouvelle-Calédonie, LARJE - Laboratoire de Recherches Juridique et Economique - UNC - Université de la Nouvelle-Calédonie)

  • Damien Chaney

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

Abstract

Collaborative consumption (CC) describes exchanges among individuals mediated by an internet platform. This study examines the conditions under which individuals are likely to make a trust decisions in a complex triadic relationship involving a seller, a digital platform and a buyer. Building on relevant research, we propose that the interchangeability of buyers (e.g., where a buyer has been a seller) has an effect on their trust decisions because it leads them to engage in other-focused perspective taking. Through a quantitative study (N = 908), this research thus reveals the moderating effects of interchangeability. For noninterchangeable buyers (buyers who do not have experience as sellers), trust decisions are based on reputational cues (platform and seller reputation) and credibility trusting beliefs. For interchangeable buyers, trust decisions are primarily based on credibility and benevolence trusting beliefs rather than reputational cues. The findings also indicate that for both parties, there is a hierarchy of trust or a transfer effect from trust in the platform to trust in the sharing partner. Accordingly, we contribute to the literature on trust by examining hierarchical trust in terms of consumer-to-consumer platforms, identifying the significant role of interchangeability and revealing that other-focused perspective taking is a key mechanism in trust decisions.

Suggested Citation

  • Fabienne Chameroy & Stéphane Salgado & Virginie de Barnier & Damien Chaney, 2024. "In platform we trust: How interchangeability affects trust decisions in collaborative consumption," Post-Print hal-04305911, HAL.
    • Handle: RePEc:hal:journl:hal-04305911
    DOI: 10.1016/j.techfore.2023.122997
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-04305911
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