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Trust in the sharing economy: An improvement in terms of customer intention

Journal: Praxis International Journal of Social Science and Literature (Vol.4, No. 5)

Publication Date:

Authors : ; ; ; ;

Page : 6-21

Keywords : Theory of Reasoned Action (TRA); Trust building model (TBM); Fuzzy DEMATEL (FDEMATEL;

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This study examines to explore the trust criteria in sharing economy from the customers' intention perspective. This study proposes using information quality, transaction safety, brand reputation, brand trust, continuous intention to use and economic feasibility. This study consolidates the attributes of sharing economy and extends the information ranging from customer trust to improvement from customer intention perspective in sharing economy dependent on both the Trust building model (TBM) and Theory of Reasoned Action. The objectives of this study are as follows: (1) to develop a valid set of attributes from a customer intention perspective in sharing economy; (2) to arbitrate the interrelationships among the attributes under unreliability; and (3) to determine criteria for a practicable improvement. This study uses the fuzzy decision-making trial and evaluation laboratory (FDEMATEL) to confirm attributes interrelationships and anticipate the attributes in cause and effect groups. This study uses the fuzzy DEMATEL method to accomplish progressively decisive and proper results. The sharing economy has transformed business sections, concentrating on the ability to share what individuals have and to provide their administrations to other peoples who need them. Sharing economy is a rising pattern in the online business and has created immense social and financial benefits for customers, organizations and industries. Trust is considered to be a fundamental aspect of sharing economy platforms as it creates a bond between customers and service providers. However, sharing economy needs to realise a set of attributes for improvement from the customer intention perspective. The result shows that brand reputation (A3) and information quality (A1) are the two important aspects that drive the continuous intention to use (A6) in sharing economy. Although brand trust (A4) is considered to be one of the affected attributes in the overall scenario. The top causal criteria were identified as providing benefits (C27), reasonable price (C26), secure electronic payment (C9), a good reputation (C10), and useful information (C2). These five are the important criteria that act as a strategic factor with strong connections to improvement from the customer intention perspective in sharing economy. The presented attributes were collected from the literature that could lead to the dependence on the existing studies. The predetermined number of experts and customers were studied because of geological boundaries. Perhaps, future studies should expand the framework to a progressively far-reaching setting.

Last modified: 2021-06-20 02:32:53