Abstract

Although the influence of trust on purchase intention is well studied in e-commerce, the emergence and rapid growth of the sharing economy has renewed the relevance of this relationship. Though the sharing economy lacks the institutional assurance mechanisms inherent in traditional industries, consumers must rely on trust to inform their selection decisions more so than before. In this study, the influence on trust of four consumer characteristics and accommodation type (whether an accommodation is a hotel or an AirBnB) are evaluated. Findings reveal that disposition to trust, education, uncertainty avoidance, and the accommodation type variables influence trust. Findings also support relationships between trust and both purchase intention and recommendation intention. These findings carry implications for sharing platform developers as well as e-commerce researchers.

摘要

尽管信任对购买意愿的影响在电子商务中得到了很好的研究，但共享经济的出现和快速增长已经更新了这种关系的相关性。尽管共享经济缺乏传统行业固有的制度保障机制，但消费者必须比以往更多地依靠信任来做出选择决策。在这项研究中，评估了四种消费者特征和住宿类型（住宿是酒店还是 AirBnB）对信任的影响。研究结果表明，信任倾向、教育、不确定性规避和适应类型变量会影响信任。研究结果还支持信任与购买意向和推荐意向之间的关系。