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Human-like and system-like trust in the sharing economy: The role of context and humanness

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  • Califf, Christopher B.
  • Brooks, Stoney
  • Longstreet, Phil

Abstract

When using technological platforms embedded in the sharing economy individuals tend to trust the platform's human-like technological features more than its system-like features. In this paper, we investigate this idea by drawing on concepts from the distributed trust model, social cognitive theory, and affordance theory to compare the effects of human-like trusting beliefs and system-like trusting beliefs on four outcome variables—enjoyment, usefulness, trusting intention, and continuance intention—in two different contexts: Airbnb and “traditional” online travel booking websites (e.g., Expedia.com). The results suggest that in the context of Airbnb, human-like trusting beliefs have a greater effect on usefulness, enjoyment, trusting intention, and continuance intention than do system-like trust. In the context of traditional online travel booking websites, the results show that human-like and system-like trusting beliefs are at least of equal importance and specifically that the human-like trusting beliefs have a greater impact on perceived usefulness and perceived enjoyment, while system-like trusting beliefs have a greater effect on trusting intention and continuance intention. We also compare the effects of human-like and system-like trusting beliefs between contexts. Implications for research and managerial considerations are also discussed.

Suggested Citation

  • Califf, Christopher B. & Brooks, Stoney & Longstreet, Phil, 2020. "Human-like and system-like trust in the sharing economy: The role of context and humanness," Technological Forecasting and Social Change, Elsevier, vol. 154(C).
    • Handle: RePEc:eee:tefoso:v:154:y:2020:i:c:s0040162519302422
    DOI: 10.1016/j.techfore.2020.119968
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    References listed on IDEAS

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    1. Hajli, Nick & Sims, Julian & Zadeh, Arash H. & Richard, Marie-Odile, 2017. "A social commerce investigation of the role of trust in a social networking site on purchase intentions," Journal of Business Research, Elsevier, vol. 71(C), pages 133-141.
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    4. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
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    Cited by:

    1. Raphael Lissillour & Jean Michel Sahut, 2023. "Uses of Information Systems to Develop Trust in Family Firms," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 65(2), pages 127-141, April.
    2. Rojanakit, Patcharapar & Torres de Oliveira, Rui & Dulleck, Uwe, 2022. "The sharing economy: A critical review and research agenda," Journal of Business Research, Elsevier, vol. 139(C), pages 1317-1334.
    3. Hsu, Chin-Lung & Lin, Judy Chuan-Chuan, 2023. "Understanding the user satisfaction and loyalty of customer service chatbots," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. Jaehun Joo & Yuming Han, 2021. "An Evidence of Distributed Trust in Blockchain-Based Sustainable Food Supply Chain," Sustainability, MDPI, vol. 13(19), pages 1-15, October.
    5. Peng Hu & Yaobin Lu & Yeming Gong, 2021. "Dual humanness and trust in conversational AI : A person-centered approach," Post-Print hal-03598766, HAL.
    6. Rijswijk, Kelly & de Vries, Jasper R. & Klerkx, Laurens & Turner, James A., 2023. "The enabling and constraining connections between trust and digitalisation in incumbent value chains," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).

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