Based on the concept of trust from a hierarchical approach and with the support of processing fluency theory, the current study investigates customer trust, and its relationships with flow experience, satisfaction, and repatronage intention on peer-to-peer (P2P) lodging platforms. Customer flow experience on the Airbnb platform is verified to be an antecedent of economy-based trust. The hierarchical organization of trust is also proved applicable in the context of sharing economy websites (economy-based trust → information-based trust → identification-based trust). The results provide marketers and hosts of P2P lodging platforms effective strategies to assist customers form trust in sequential steps and in multiple perspectives. The present study is a pioneer which in depth examined trust formation in the emerging sharing economy platforms.

本研究基于分层方法中的信任概念，并在处理流畅性理论的支持下，研究了客户信任及其与点对点 (P2P) 住宿平台上的流量体验、满意度和回头客意愿的关系。Airbnb 平台上的客流体验被证实是基于经济的信任的前因。信任的等级组织也被证明适用于共享经济网站（基于经济的信任→基于信息的信任→基于身份的信任）。结果为营销人员和 P2P 住宿平台的主机提供了有效的策略，以帮助客户在连续步骤和多个角度建立信任。本研究是深入研究新兴共享经济平台中信任形成的先驱。