The sharing economy is experiencing explosive growth around the globe in which trust plays a crucial role and builds the foundation of the services. With the rise of the sharing economy and the increasing numbers of cross-contextual users, this research aims at the lack of trust transference possibilities across the Peer-to-Peer applications and has the goal to find out whether and how trust can be transferred between the platforms, so that new users do not have to create their reputation from scratch every time they join a new platform. First, this research provides an in-depth literature review of trust transfer theories. Secondly, a conceptual research model for the role of the imported trust in the context of the sharing economy is outlined and analysed by proposing and evaluating a questionnaire using structural equation modeling. Throughout the study, a three-dimensional scale of trust, i.e. ability, benevolence and integrity, is validated in the context of the sharing economy. The experimental study shows that both the overall and subdimensional trust in the provider is directly affected by the overall trust in the platform, the perceived reputation as well as the perceived social presence. The study also provides empirical evidence for the existence of trust transferability. The findings show that in addition to the immanent ratings, imported ratings also significantly affect the perceived reputation of the provider positively. Finally, this paper discusses further details of the trust transfer processes and broadens implications for future research.
Table of Contents
1. Introduction
2. Theoretical Background
2.1. Sharing Economy
2.2. Trust and its Dimensions
3. Trust Transfer - A Review
3.1. Literature Review
3.1.1. Methodology of Literature Review
3.1.2. Trust Transfer Mechanism
3.1.3. Trust Transfer Theory
3.1.3.1. Trust Transfer from an Entity
3.1.3.2. Trust Transfer from a Context
3.2. Trust Transfer in the Sharing Economy
3.2.1. Trust Transfer Situation
3.2.2. Existing Trust Transfer Solutions
4. Research Model
4.1. Control Variables
5. Methodology: Study Design
5.1. Preliminary Questionnaire
5.2. The Online Survey
6. Study Results
7. Discussion
7.1. Limitations
7.2. Future Research
8. Conclusion
9. Declaration
Appendix
A. Construct Items
B. Interface of the online survey
C. Alternative Construct Items Using ”Within” Design
D. The Research Model - Study Results only with Significant Paths
E. Discriminant Validity - Crossloadings
References
Research Objectives and Key Topics
This thesis investigates the mechanisms of trust transfer within the sharing economy, specifically focusing on how trust established on one Peer-to-Peer (P2P) platform can be transferred to another to prevent users from having to build their reputation from scratch. The research evaluates whether "imported" ratings from established platforms impact the perceived trustworthiness of service providers and how this relates to overall user intent.
- The role of "imported" trust versus "immanent" trust in sharing economy platforms.
- Application of the three-dimensional scale of trust (ability, benevolence, integrity) in a P2P context.
- Evaluation of existing trust-transfer solutions and the potential for a universal reputation model.
- Structural equation modeling to analyze the impact of various factors on the intention to use P2P services.
Excerpt from the Book
3.1.2. Trust Transfer Mechanism
Stewart (2003) defined trust transfer as following: when a person (the trustor) bases initial trust in an entity (a person, group, or organization referred to as the target) on trust in some other related entity, or on a context other than the one in which the target is encountered, e.g. a different place or platform. The process of trust transfer is also referred to transitivity of trust (Buntain & Golbeck, 2015).
Trust transfer mechanisms are established on the basis of natural neurological procedures. They are the outcome of the activation of brain areas which generates trust. Through brain activation, activity in the insular cortex (brain area that encodes uncertainty and risk) relates to situational normality perceptions in human beings (Riedl, Hubert, & Kenning, 2010).
In this work, two kinds of trust transfer mechanisms are taken into account — “direct” trust transfer and trust transfer with a broker (Stewart, 2006; Zacharia et al., 2000).
Both of the two mechanisms involve up to three actors. First, the person who makes judgments on whether to trust the other is the trustor. In this case, initial trust in an entity or a context of the trustor is already available so that the trust can be eventually transferred. Secondly, the person whose trustworthiness is assessed by the trustor has the role of the trustee. Thirdly, but not necessarily, a broker functions as a mediator if there is one (Stewart, 2006). The underlying logic with a party is that when the trustor trusts in the third party, i.e. a mediator or broker such as a platform or person, there is also a close relationship between the trustee and the third party. The trustor’s trust in the third party will be therefore transferred to the trustee (Wang et al., 2013).
Summary of Chapters
1. Introduction: Introduces the growth of the sharing economy and identifies the core problem of lacking trust transference across independent P2P platforms.
2. Theoretical Background: Defines the sharing economy and examines the multidimensional nature of trust, specifically focusing on ability, integrity, and benevolence.
3. Trust Transfer - A Review: Provides a comprehensive literature review on trust transfer mechanisms, theories, and existing practical solutions like reputation dashboards.
4. Research Model: Develops a conceptual framework and hypotheses linking imported ratings, perceived reputation, and overall trust in providers to usage intention.
5. Methodology: Study Design: Outlines the qualitative preliminary survey and the quantitative online survey conducted with 139 participants across four P2P platforms.
6. Study Results: Presents the empirical findings derived from PLS-SEM analysis, validating the model and assessing the impact of different trust variables.
7. Discussion: Interprets the study results, reflects on the implications for trust transfer theory, and acknowledges the study's limitations.
8. Conclusion: Summarizes the key contributions, confirming that imported trust significantly affects perceived reputation in the sharing economy.
Keywords
Sharing economy, Trust transfer, Reputation, Peer-to-Peer, Immanent rating, Imported rating, Ability, Integrity, Benevolence, Structural Equation Modeling, Trustworthiness, P2P platforms, Online reputation, User intention.
Frequently Asked Questions
What is the core focus of this bachelor thesis?
The thesis focuses on trust transferability between different sharing economy platforms, aiming to determine if users can leverage their established reputation from one platform to another.
Which theoretical concept is used to define trust?
The work employs a multidimensional model of trust, specifically using the three dimensions: ability, benevolence, and integrity.
What is the primary research goal?
The primary goal is to examine whether and how trust can be transferred between P2P platforms so that new users do not have to rebuild their reputation from scratch.
What research methodology was employed?
The author conducted a preliminary qualitative survey followed by a quantitative online survey using Structural Equation Modeling (PLS-SEM) with 139 participants.
What are the main components analyzed in the research model?
The model analyzes the impact of "immanent ratings" and "imported ratings" on perceived reputation, and how these subsequently affect a consumer’s overall trust in a provider and their intention to use the service.
Which keywords best characterize this work?
Key terms include sharing economy, trust transfer, reputation, peer-to-peer (P2P), and user trust dimensions.
How do "immanent" and "imported" ratings differ?
Immanent ratings represent the inherent trust within a specific platform, while imported ratings are reputation scores brought in from external platforms to be used in a new context.
What are the key findings regarding trust transfer?
The study provides empirical evidence that imported ratings significantly and positively affect the perceived reputation of a provider, supporting the potential for trust transferability.
Did the study find any gender-based differences?
The research attempted to differentiate between male and female users as well as experienced and inexperienced users, but no significant effects were observed.
What recommendation is made for future research?
Future research is encouraged to include additional reputation elements like textual reviews and to develop a construct of "fitness" or "similarity" between platforms to better measure the effectiveness of trust transfer.
- Citation du texte
- Jingyi Zhang (Auteur), 2017, Trust Transfer in Sharing Economy, Munich, GRIN Verlag, https://www.grin.com/document/448604
