The aim of this study is to examine three types of trust in services provided in the sharing economy toward the goal of increasing consumers’ intention to use a ride-sharing service. The three trust factors for sharing services are trust in drivers, trust in users, and trust in platforms. It is hypothesized that related to consumers’ consumption lifestyles would influence their trust in a sharing service; in particular, previous researchers found that anti-consumption influenced consumers to participate in the sharing economy. Based on previous findings, the attempt with this study is to determine whether an anti-consumption would affect formation of the three types of trust with regards to the ride-sharing service. Specifically, the differing effects of anti-consumption on trust formation in a ride-sharing service are compared between the United States and India. Data are collected from 253 online surveys from the United States and 266 from India, and data analysis reveals that the anti-consumption affects the formation of all three types of trust in the ride-sharing service. In the United States in particular, non-voluntary anti-consumption has a greater effect on trust formation than it did in India.

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拼车平台中反消费生活方式与信任三角的关系：美国和印度消费者的跨文化研究

本研究的目的是为了提高消费者使用拼车服务的意愿，考察对共享经济中提供的服务的三种类型的信任。共享服务的三个信任因素是对司机的信任、对用户的信任和对平台的信任。假设与消费者的消费生活方式相关会影响他们对共享服务的信任；尤其是以往的研究人员发现，反消费影响了消费者参与共享经济。基于先前的研究结果，本研究的尝试是确定反消费是否会影响对拼车服务的三种信任的形成。具体来说，比较了美国和印度在拼车服务中反消费对信任形成的不同影响。数据来自美国的 253 项在线调查和印度的 266 项在线调查，数据分析表明，反消费影响了对拼车服务的所有三种信任的形成。特别是在美国，非自愿的反消费对信任形成的影响比在印度更大。