In China, with the rapid dissemination of mobile communications technology along with congested traffic and increasingly expensive transportation costs, consumers are turning to smartphone-enabled, ride-sharing services. Sharing economy requires trust in strangers. Based on trust transfer theory and a dyadic conceptualization of trust from cognitive to affective, the purpose of this study is to examine trust building through the use of Didi, a third-party, ride-sharing platform that mediates exchanges among strangers.
Structural equation modeling (SEM) results based on 242 observations indicate that the platform functions as an important enabler of trust, which influences a consumer's behavioral intention.
Specifically, Didi's reputation and security assurance have a positive influence on passengers' cognitive trust in drivers. There is also evidence that the interaction as mediated by the app between passengers and drivers helps the formation of affective trust, while the results do not support a relationship between cognitive and affective trust.
The research findings address trust transference between participants in the sharing economy and its effects, which have significant theoretical and practical implications and offer opportunities for future research in other sectors of the sharing economy.
