Business Commons^™

What's Yours Is Mine: Trust In Collaborative Consumption, Kiku Jones, Lori N. K. Leonard

Communications of the IIMA

Consumers are expanding the types of goods they are exchanging in consumer-to-consumer e-commerce. There appears to be a subset called collaborative consumption. Collaborative consumption is a dynamic concept given that an individual must develop mechanisms to trust others with transporting, sharing, and consuming goods/services. This study develops a trust model for collaborative consumption with three expected influences -- natural propensity to trust (NPT), others’ trust of buyer/seller (OTBS), and objective trust (perceived website quality (PWSQ) and third party recognition (TPR)) -- on an individual’s trust in collaborative consumption. Regression analysis is utilized to assess the proposed model. The study finds …