Abstract:

Purpose - Traditional sharing in physical environments has created a new business model under the name of sharing economy by moving to the digital environment. The reflection of this economic system to the consumer has become an interesting field of study for both practitioners and researchers. The main objective of the study is to investigate the role of trust in online or mobile sharing services from the consumer’s perspective. For this purpose, it is required to verify that online services are something necessary (important) to carry out the action of sharing confidence. Method - The scale is prepared by selecting Airbnb from the platforms that offer the Sharing Service. Quantitative data obtained from 150 participants have been transferred to the SPSS program. The theoretical model recommended with the Smart PLS program was then tested. To test the model, the structural equality model (YEM) approach has been used. The findings - The findings found that the reputation of the Airbnb platform, the confidence in Airbnb and the confidence in Airbnb, the confidence in the owners, were highly influenced. Additionally, it has been found that trust in Airbnb has greatly affected the intention to use Airbnb. Discussions - According to the results obtained from this study, the trust in the platforms that are internationally branded or renowned in Turkey has been observed to be relatively low while the trust in the service providers that serve that brand. This situation shows that entrepreneurs who will offer sharing services in Turkey should do different work in order to gain reputation and trust in service providers.

Keywords: