Are the so-called “new” business models focused on “sharing” actually promoting new behaviour or are they simply using old behaviour of the provider/consumer in a new technological environment? Are the new tech companies in the sharing economy with their “new” business models grabbing too much power, unnoticeably?
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In this dissertation Maarten ter Huurne investigates why users in the sharing economy trust each other.
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Property sharing is one of the most prominent examples of the rapidly expanding sharing economy. Travelers around the world often opt to stay at a stranger's apartment instead of any other tourism accommodation. Trust is essential in this choice, because staying with, or taking in, strangers can entail great risks. To create trust between users, sharing platforms often promote a sense of community. However, the relation between sense of community and trust in the sharing economy is still largely unknown. To investigate this relation, both hosts and guests of two sharing platforms, namely Airbnb and SabbaticalHomes, were surveyed. The findings indicate that sense of community indeed enhances trust between users. Moreover, the evidence suggests that hosts have a stronger sense of community than guests. Also, a significantly higher sense of community was found on the platform where identification between users is higher. This study shows that affect for the community contributes to the understanding of trust in the sharing economy.
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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.
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Users and potential users of the sharing economy need to place a considerable amount of trust in both the person and the platform with which they are dealing. The consequences of transaction partners’ opportunism may be severe, for example damage to goods or endangered personal safety. Trust is, therefore, a key factor in overcoming uncertainty and mitigating risk. However, there is no thorough overview of how trust is developed in this context. To understand how the trust of users in the sharing economy is influenced, we performed a systematic literature review. After screening, 45 articles were included in a qualitative synthesis in which the results were grouped according to a well‐established trust typology. The results show various antecedents of trust in the sharing economy (e.g. reputation, trust in the platform, and interaction experience) related to multiple entities (i.e. seller, buyer, platform, interpersonal, and transaction). Trust in this economy is often reduced to the use of reputation systems alone. However, our study suggests that trust is much more complex than that and extends beyond reputation. Furthermore, our review clearly shows that research on trust in the sharing economy is still scarce and thus more research is needed to understand how trust is established in this context. Our review is the first that brings together antecedents of trust in online peer‐to‐peer transactions and integrates these findings within an existing framework. Additionally, the study suggests directions for future research in order to advance the understanding of trust in the sharing economy.
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Reputation has often been proposed as the central mechanism that creates trust in the sharing economy. However, some sharing platforms that focus primarily on social rather than economically driven exchanges have managed to facilitate exchanges between users without the use of a reputation system. This could indicate that socially driven exchanges are in less need of reputation systems and that having sufficient trust is less problematic. We examine the effect of seller reputation on sales and price as proxies for trust, using a large dataset from a Dutch meal-sharing platform. This platform aims to stimulate social interactions between people via meal sharing. Multilevel regression analyses were used to test the association of reputation with trust. Our main empirical results are that reputation affects both sales and price positively, consistent with the existing reputation literature. We also found evidence of the presence of an information effect, i.e., the influence of reputation on sharing decreases when additional profile information is provided (e.g., a profile photo, a product description). Our results thus confirm the effectiveness of reputation in more socially driven exchanges also. Consequently, platform owners are advised to use reputation on their platform to increase sharing between its users.
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Introduction: The Netherlands has been known as one of the pioneers in the sharing economy. At the beginning of the 2010s, many local initiatives such as Peerby (borrow tools and other things from your neighbours), SnappCar (p2p car-sharing), and Thuisafgehaald (cook for your neighbours) launched that enabled consumers to share underused resources or provide services to each other. This was accompanied by a wide interest from the Dutch media, zooming in on the perceived social and environmental benefits of these platforms. Commercial platforms such as Uber, UberPop and Airbnb followed soon after. After their entrance to the market, the societal debate about the impact of these platforms also started to include the negative consequences. Early on, universities and national research and policy institutes took part in these discussions by providing definitions, frameworks, and analyses. In the last few years, the attention has shifted from the sharing economy to the much broader defined platform economy.
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This chapter discusses the sharing economy in the Netherlands, focussing on shared mobility and gig work platforms. The Netherlands has been known as one of the pioneers in the sharing economy. Local initiatives emerged at the beginning of the 2010s. International players such as Uber, UberPop, and Airbnb followed soon after. Initially, the sharing economy was greeted with a sense of optimism, as it was thought to contribute to social cohesion and sustainability. Over the last few years, the debate has shifted to the question of how public values can be safeguarded or stimulated. In this regard, shared mobility is hoped to contribute to more sustainable transport. In the gig economy, scholars and labour representatives fear a further flexibilisation of labour; others see opportunities for economic growth.
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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.
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Geographers have long pondered the role of tourism in producing and shaping space. The description of resort geographies popular in the 1980s and 1990s has gradually given way to the current vogue for place-making and place marketing, re-centering geography in the tourism field. More recently, however, the rise of the sharing economy and “relational tourism” has caused researchers to look beyond the construction and consumption of place and to delve into the co-creation of localities between tourists and residents. These shorter and longer-term “locals” increasingly find each other without the intervention of the traditional tourism industry, giving rise to whole new fields of economic, cultural and social exchange. The growth of companies such as Couchsurfing, Airbnb and Uber not only represents a challenge to traditional views of tourism, but is also reshaping the localities inhabited by tourists. This analysis examines the consequences of the new localities of tourism and they ways in which this might affect the future of tourism itself.
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