The sharing economy holds promise for the way we consume, work, and interact. However, consuming in the sharing economy is not without risk, as institutional trust measures (e.g. contracts, regulations, guarantees) are often absent. Trust between sellers and buyers is therefore crucial to complete transactions successfully. From a buyer ́s perspective, a seller ́s profile is an important source of information for judging trustworthiness, because it contains multiple trust cues such as a reputation score, a profile picture, and a textual self-description. The effect of a seller’s self-description on perceived trustworthiness is still poorly understood. We examine how the linguistic features of a seller’s self-description predict perceived trustworthiness. To determine the perceived trustworthiness of 259 profiles, 189 real buyers on a Dutch sharing platform rated their trustworthiness. The results show that profiles were perceived as more trustworthy if they contained more words (which could be an indicator of uncertainty reduction), more words related to cooking (indicator of expertise), and more words related to positive emotions (indicator of enthusiasm). Also, a profile’s perceived trustworthiness score correlated positively with the seller’s actual sales performance. These findings indicate that a seller’s self-description is a relevant signal to buyers, eventhough it is cheap talk (i.e. easy to produce). The results can guide sellers on how to self-present themselves on sharing platforms and inform platform owners on how to design their platform so that it enhances trust between platform users.
DOCUMENT
Trust between providers and consumers in the sharing economy are crucial to complete transactions successfully. From a consumer's perspective, a provider's profile is an important source of information for judging trustworthiness, because it contains multiple trust cues. However, the effect of a provider's self-description on perceived trustworthiness is still poorly understood. We examine how the linguistic features of a provider's self-description predict perceived trustworthiness. To determine the perceived trustworthiness of 259 profiles, real consumers on a Dutch sharing platform rated these profiles for trustworthiness. The results show that profiles were perceived as more trustworthy if they contained more words, more words related to cooking, and more words related to positive emotions. Also, a profile's perceived trustworthiness score correlated positively with the provider's actual sales performance. These findings indicate that a provider's self-description is a relevant signal to consumers, even though it seems easy to fake.
DOCUMENT
I wanted to know why this development of communication in English with Germans was taking place and if this was only a development particular to the Netherlands, or Limburg, or were other cultures also experiencing the same. However, yearning to know the answer is one thing, but having the opportunity to study this phenomenon is another.
DOCUMENT
