Digital Trust and Peer-to-Peer Collaborative Consumption Platforms: A Mediation Analysis

38 Pages Posted: 25 Jul 2016 Last revised: 2 Sep 2016

See all articles by Mareike Möhlmann

Mareike Möhlmann

New York University (NYU) - Leonard N. Stern School of Business

Date Written: July 22, 2016

Abstract

This paper investigates the nature of digital trust in the context of P2P collaborative consumption platforms. We have analyzed data from the website Trustpilot (N=5,606), survey data from users of the online sharing platform Airbnb (N=232), and data retrieved from an online experiment conducted among current non-users of a fictitious online sharing platform (N=462). The findings reveal that trust in P2P collaborative consumption platforms (Airbnb, Lyft, and Uber) is lower than trust in P2P exchange first generation platforms (Ebay), as well as large online retail services and non-P2P platforms (Walmart, Zappos, Amazon). Furthermore, we find that the three trust-building management measures: ‘reliable insurance cover’, ‘simultaneous reviews’, and a ‘large network: many offers worldwide’ had a positive effect on ‘trust in the platform provider’. The findings confirm the hierarchical nature of the two-fold trust construct, meaning that ‘trust in the platform provider’ has a positive effect on the ‘trust in peers’ sharing on this platform. A mediation analysis reveals that ‘trust in the platform’ fully mediates all statistically significant effects of trust-building measures on the ‘trust in peers’ variable.

Keywords: Collaborative consumption, sharing economy, peer-to-peer, trust, mediation

Suggested Citation

Möhlmann, Mareike, Digital Trust and Peer-to-Peer Collaborative Consumption Platforms: A Mediation Analysis (July 22, 2016). Available at SSRN: https://ssrn.com/abstract=2813367 or http://dx.doi.org/10.2139/ssrn.2813367

Mareike Möhlmann (Contact Author)

New York University (NYU) - Leonard N. Stern School of Business ( email )

44 West 4th Street
Suite 9-160
New York, NY NY 10012
United States

HOME PAGE: http://www.mareikemoehlmann.com/

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