Trust and other factors impacting the platform choice in sharing economy: A case from Poland


Abstract

Objective: The purpose of this study is two-fold: firstly, to identify the role of trust in the sharing economy; secondly, to identify the correlations between personal determinants such as age, gender, education level, place of residence and factors impacting the choice of sharing economy platform.

Research Design & Methods: The mix methods were applied in the study. Firstly, the literature studies were used to recognise the theoretical background and the variables identification. Secondly, the pre-research study, applying the in-depth interviews, was conducted, and thirdly, the main primary empirical research was employed with the online survey as a main research method.

Findings: There is a strong relationship between the activities of consumers in relation to sharing economy and trust. Trust becomes a fundamental issue in the so-called “the trend of sharing”. Consumers identify trust as a key determinant of their participation in the sharing economy and likewise the main limitation in case of their deeper involvement in the sharing process. The more credible and trustworthy an enterprise is, the more willingly consumers are able to take advantage of its intermediation. When analysing consumer decisions in relation to independent variables, such as age, gender, place of residence and education level, a lack of statistically significant correlations between the variables and the factors influencing the choice of the appropriate platform was noticed. Only two pairs of variables showed statistically significant negative correlations: age and credibility of the sharing economy platform as well as education level and number of stars.

Implications & Recommendations: Research broadens knowledge about the sharing economy and allows to better understand the behaviour of active consumers of the sharing economy. The results may be useful for sharing economy companies and platforms.

Contribution & Value Added: The analysis presented in the paper expands knowledge about the significance of trust and other factors influencing the choice of platforms in sharing economy.


Keywords

Sharing economy; Collaborative business; Trust; Consumer decisions; Sharing economy platforms

Andreotti, A., Anselmi, G., Eichhorn, T., Hoffmann, C.P., Jürss, S., & Micheli, M. (2017). European perspectives of participation in the sharing economy. https://dx.doi.org/10.2139/ssrn.3046550 Retrieved from https://ppers.ssrn.com/sol3/papers.cfm?abstractid=3046550 on 3 May 2021.

Belk, R. (2007). Why Not Share Rather Than Own? Annals of the American Academy of Political and Social Science, 611(10), 126-140.http://dx.doi.org/10.1177/0002716206298483

Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39.https://doi.org/10.1016/j.eist.2016.09.004

Borusiak, B., Szymkowiak, A., Lopez-Lluch, D., & Sanchez-Bravo, P. (2021). The role of environmental concern in explaining attitude towards second-hand shopping. Entrepreneurial Business and Economics Review, 9(2),71-83. https://doi.org/10.15678/EBER.2021.090205

Botsman, R., & Rogers, R. (2010). What’s Mine is Yours: The Rise of Collaborative Consumption. HarpeCollins Publishers.

Bruni, L., & Sugden, R. (2000). Moral Canals: Trust and Social Capital In the Work of Hume, Smith and Genovesi. Economics and Philosophy, 16(01), 21-45. https://doi.org/10.1017/S0266267100000122

Buheji, M. (2020). Sharing Economy and Communities Attitudes after COVID – 19 Pandemic – Review of Possible Socio – Economic Opportunities. American Journal of Economics, 10(6), 395-406. https://doi.org/10.5923/j.economics.20201006.09

Bylok, F. (2012). Budowa zaufania konsumenckiego jako czynnik determinujący sukces przedsiębiorstwa w warunkach kryzysu. Retrieved from http://zif.wzr.pl/pim/2012_4_1_7.pdf on 20 April 2021.

Czernek, K., Wójcik, D., & Marszałek, P. (2018). Gospodarka narodowa. Zaufanie w gospodarce współdzielenia. The Polish Journal of Economics,3 (295), 23-46. https://doi.org/10.33119/GN/100487

Ert, E., Fleischer A., & Magen, N., (2016). Trust and reputation in the sharing economy: the role of personal photos in Airbnb. Tourism Management, 55,62-73.http://dx.doi.org/10.2139/ssrn.2624181

Felson, M., & Spaeth, J. (1978). Community Structure and Collaborative Consumption: A Routine Activity Approach. American Behavioral Scientist,21(4),614-624. https://doi.org/10.1177%2F000276427802100411

Gazzola, P., Grechi, D., Papagiannis, F., & Marrapodi, C. (2020). The sharing economy in digital society: youth consumer behavior in Italy. Kybernetes, 50(1),147-164. https://doi.org/10.1108/K-12-2019-0796

Godelnik, R. (2017). Millennials and the sharing economy: Lessons from a “buy nothing new, share everything month” project. Environmental Innovation and Societal Transitions, 23,40-52. https://doi.org/10.1016/j.eist.2017.02.002

Graessley, S., Horak, J., Kovacova, M., Valaskova, K., & Poliak, M. (2019). Consumer Attitudes and Behaviors in the Technology-Driven Sharing Economy: Motivations for Participating in Collaborative Consumption. Journal of Self-Governance and Management Economics, 7(1), 25-30. http://dx.doi.org/10.22381/JSME7120194

Guttentag, D. (2015). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism,18(12), 1192-1217. http://dx.doi.org/10.1080/13683500.2013.827159

Hamari, J., Sjoklint M., &Ukkonen, A. (2016). The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of Association for Information Science and Technology, 67(9), 2047-2059. https://doi.org/10.1002/asi.23552

Hawlitschek, F., Teubner, T., & Weinhardt, C. (2016). Trust in the Sharing Economy. Swiss Journal of Business Research and Practice, 70(1), 26-44. http://dx.doi.org/10.5771/0042-059X-2016-1-26

Hossain, M. (2021). The effect of the Covid-19 on sharing economy activities. Journal of Cleaner Production,280(1), 1-9. https://doi.org/10.1016/j.jclepro.2020.124782

Hunter, L.M., Hatch, A., & Johnson, A. (2004). Cross-national gender variation in environmental behaviors. Social Science Quarterly, 85(3), 677-694. https://doi.org/10.1111/j.0038-4941.2004.00239.x

Jastrzębska, E., & Legutko-Kobus, P. (2017). Ekonomia współpracy – definicja, klasyfikacje I dobre praktyki. Zrządzanie publiczne, 4(40), 443-461. https://doi.org/10.4467/20843968ZP.17.034.8018

Jemielniak, D., & Przeglińska, A. (2020). Społeczeństwo Współpracy. Wydawnictwo Naukowe Scholar.

John, N.A. (2017). The Age of Sharinf. Polity.

Kadic-Maglajlic, S., Arslanagic-Kalajdzic, M., Micevski, M., Dlacic, J., & Zabkar, V. (2019). Being engaged is a goodthing: understanding sustainable consumption behavior among young adults. Journal of Business Research, 104, 644-654. https://doi.org/10.1016/j.jbusres.2019.02.040

Kamal, P., & Chen, J.Q. (2016). Trust in sharing economy, Pacific Asia Conference on Information Systems Proceedings. Cloud State University.

Keymolen, E. (2013). Trust and technology in collaborative consumption. Why it is not just about you and me. Wolf Legal Publishers.

Khurshid, A. (2020). Applying Blockchain Technology Address The Crisis of Trust During the Covid-1p Pandemic. JMIR Publications,8(9). https://doi.org/10.2196/20477

Kong, Y., Wang, Y., Hajli, S., & Featherman, M. (2020). In Sharing Economy We Trust: Examining the Effect of Social and Technological Enablers on Millenials’ Trust in Sharing Economy. Computers in Human Behavior, 108(4),1-10. https://doi.org/10.1016/j.chb.2019.04.017

Kumar, V., Lahiri, A., & Dogan, O.B. (2018). A strategic framework for a profitable business model in the sharing economy. Industrial MarketingManagement,69,147-160.https://doi.org/10.1016/j.indmarman.2017.08.021

Lee, Z. W. Y., Chan, T. K. H., Balaji, M. S., & Chong, A. Y-L. (2016). Technology-Mediated Sharing Economy : Understanding User Participation in Collaborative Consumption Through the Benefit cost Perspective. PACIS 2016 Proceedings, 110.Retrieved from https://aisel.aisnet.org/pacis2016/110 on Mai 1,2021.

Lessig, L. (2008). Remix: Making Art and Commerce Thrive in the Hybrid Economy. Penguin Press.

Małys, Ł., & Fonfara, K. (2018). The Types of Trust in the Development Process of the International Business Relationships: An Exploratory Study among Polish Companies. Entrepreneurial Business and Economics Review, 6(3), 175-191. https://doi.org/10.15678/EBER.2018.060311

Mazzella, F., & Sundararajan, A. (2016). Entering the trust age. BlaBlaCar. Retrieved from https://blog.blablacar.com/wp-content/uploads/2016/05/entering-the-trust-age.pdf on 27 May 2021.

Mittendorf, Ch. (2016). What Trust means in the Sharing Economy: A provider perspective an Airbnb.com. Implications of Trust in the Sharing Economy. Retrieved from https://core.ac.uk/download/pdf/301369245.pdfon 15 April 2021.

Narwal, M., & Sachdeva, G. (2013). Impact of Information Technology (IT) on Consumer Purchase Behavior. Researchers World, 4(3), 41-53.

Nikodemska-Wołowik, A., Bednarz, J., Wach, D., Little, J., & Kubik, M. (2020). Building aware and un-aware consumers’ trust towards family business: Evidence from Poland. Entrepreneurial Business and Economics Review, 8(3), 135-154. https://doi.org/10.15678/EBER.2020.080308

Olson, K. (2013). National study quantifies reality of the “sharing economy” movement. Retrieved from http://www.campbell-mithun.com/678_national-study-quantifies-reality- of the-sharing-economy-movement on May12, 2021.

Petropoulos, G. (2017). An economic review of the collaborative economy. Policy Contribution, 5. Retrieved from https://www.bruegel.org/wp-content/uploads/2017/02/PC-05-2017.pdf on May 12, 2021.

Räisänen, J., Ojala, A., & Tuovinen, T.T. (2020). Building Trust in the Sharing Economy: Current Approaches and Future Considerations. Journal of Cleaner Production, 279(37), 1-30.

Rifkin, J. (2016). Społeczeństwo zerowych kosztów krańcowych. Internet przedmiotów. Ekonomia współdzielenia. Zmierzch kapitalizmu. Studio Emka.

Rudawska, I. (2016). Ekonomia dzielenia się, czyli konsumpcja współdzielona i inne formy alternatywnego dostępu do dóbr. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach, 254, 181-189. http://fbc.pionier.net.pl/id/oai:www.sbc.org.pl:222338

Schor, J. (2014). Debating the Sharing Economy. A Great Transition Initiative Essay. Open Journal of Social Science, 4(6),7-22. https://doi.org/10.22381/jsme4320161

Schor, J, Fitzmaurice C., Attwood-Charles, L., Carfagna E.,& Poteat, E. (2016). Paradoxes of openness and distinction in the sharing economy. Poetics, 54(2016), 66-81.https://doi.org/10.1016/j.poetic.2015.11.001

Sundarajan, A. (2014). Peer to Peer Business and the Sharing (Collaborative) Economy: Overview, Economic Effects and Regulatory Issues. NYU Stern School of Business.

Sundarajan, A. (2016). The Sharing Economy: The End of Employment and the Rise of Crowd-Based Capitalism. MIT Press.

Sztokfisz, B. (2017). Ekonomia współdzielenia – pojęcie, źródła i potencjał. Zeszyty Naukowe Uniwersytet Ekonomiczny w Krakowie,6 (966),89-103. http://dx.doi.org/10.15678/ZNUEK.2017.0966.0606

Sztompka, P. (2006). Socjologia. Wydawnictwo Znak.

Vinod, P.P., & Dipasha, S. (2021). COVID – 19 Impact on the Sharing Economy Post – Pandemic. Australasian Accounting Business and Finance Journal, 15(1), 37-50. http://dx.doi.org/10.14453/aabfj.v15i1.4

Zelezny, L.C., Chua, P.P., & Aldrich, C. (2000). New ways of thinking about environmentalism: elaborating on gender differences in environmentalism. Journal of Social Issues, 56(3), 443-457.https://doi.org/10.1111/0022-4537.00177

Zhu, G., So, K.K.F., & Hudson, S. (2017). Inside the sharing economy: understanding consumer motivations behind the adoption of mobile applications. International Journal of Contemporary Hospitality Management,29(9), 2218-239. https://doi.org/10.1108/IJCHM-09-2016-0496

Ziobrowska, J. (2017). Sharing Economy jako nowy trend konsumencki. Własność w prawie i gospodarce. Uniwersytet Wrocławski.

Zoteanu, M., Hsarvey, N., Tuckett, D., & Livan, G. (2018). Digital Identity: The effect of trust and reputation information on user judgement in the Sharing Economy. PLoS ONE, 13(12), 1-18. https://doi.org/10.1371/journal.pone.0209071

Download

Published : 2021-09-01


RakowskaW. (2021). Trust and other factors impacting the platform choice in sharing economy: A case from Poland. International Entrepreneurship Review, 7(3), 23-35. https://doi.org/10.15678/IER.2021.0703.02

Wiktoria Rakowska  wiktoria.rakowska01@gmail.com
Poznań University of Economics and Business  Poland
https://orcid.org/0000-0002-2630-1528

Bachelor of International Business (Poznan University of Business and Economics, Poland) Master in International Finance and Management (Poznan University of Business and Economics, Poland). The author is applying for admission to the doctoral school (Poznan University of Business and Economics, Poland).






Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

1. The author agrees to publish his article free of charge in the journal "International Entrepreneurship Review" (IER) in the language of the above publication (English). The editorial staff reserves the right to shorten texts and to change titles.

2. The journal allows the authors to keep their copyrights (the copyright) in accordance with the license: Creative Commons CC-BY-ND 4.0.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) only the final version of the article, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access). We advise to use any of the following research society portals:

- ResearchGate
- SSRN
- Academia.edu
- Selected Works
- Academic Search