Consumo colaborativo: la confianza, un factor crítico en la intención de compra

Collaborative consumption: trust, a critical factor in the purchase intention

Oscar Armando Mejía Delgado , Christian Paulina Mendoza Torres Yury Yazmin Mejía Delgado

Suma de Negocios, 12(27), 149-160, julio-diciembre 2021, ISSN 2215-910X

https://doi.org/10.14349/sumneg/2021.V12.N27.A6

Recibido el 24 de febrero de 2021
Aceptado el 19 de mayo de 2021
Online el 4 de junio de 2021

Resumen

El consumo colaborativo principalmente se fundamenta en modelos de negocio digitales, donde intervienen tres actores fundamentales: el proveedor del servicio, la plataforma tecnológica (intermediario) y el usuario final, en este sentido, el nivel de confianza desarrollado en esta triada determina la perdurabilidad del modelo económico. Este artículo pretende determinar la correlación entre la confianza en el intermediario, los proveedores de servicio y la intención de compra. El enfoque del estudio es cuantitativo, por ello se diseñó un cuestionario como instrumento de recolección de datos, que fue diligenciado por 233 personas. Entre los principales hallazgos se comprobaron las hipótesis planteadas, a saber, que hay una correlación positiva y significativa entre la confianza en la plataforma tecnológica y la intención de compra de los usuarios, y también entre la confianza en los proveedores de servicio y la intención de compra.


Palabras clave:
Consumo colaborativo,
nivel de confianza,
plataformas tecnológicas,
proveedores del servicio,
intención de compra.

Códigos JEL:
C12, C19, D16, M31, O00

Abstract

The collaborative consumption is mainly based on digital business models, where three fundamental actors intervene: the service provider, the technological platform (intermediary) and the end-user, in this sense, the trust level developed in this triad determines the durability of the economic model. This paper aims to determine the correlation among trust in the intermediary, service providers and purchase intention. The focus of the study is quantitative, the data collection instrument applied to 233 people was a questionnaire. Among the main findings, the hypotheses raised were verified, a significant positive correlation is evidenced between trust in the technological platform and the intention of purchase, and between trust in service providers and purchase intention.


Keywords:
Collaborative consumption,
confidence level,
technological platforms,
service providers,
purchase intent.

Artículo Completo
Bibliografía

Alfonso Sánchez, R. (2016). Economía colaborativa: un nuevo mercado para la economía social. CIRIEC – España, Revista de Economía Pública, Social y Cooperativa, 88, 231-258. https://doi.org/10.7203/CIRIEC-E.88.9255

Barnes, S. J., & Mattsson, J. (2016). Understanding current and future issues in collaborative consumption: A four-stage Delphi study. Technological Forecasting and Social Change, 104, 200-211. https://doi.org/10.1016/j.techfore.2016.01.006

Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600. https://doi.org/10.1016/j.jbusres.2013.10.001

Benkler, Y. (2013). Commons and Growth: The Essential Role of Open Commons in Market Economies. University of Chicago Law Review, 80(3), 1499-1555. https://lawreview.uchicago.edu/publication/commons-and-growth-essential-role-open-commons-market-economies

Berg, L., Slettemeås, D., Kjørstad, I., & Rosenberg, T. G. (2020). Trust and the don’t-want-to-complain bias in peer-to-peer platform markets. International Journal of Consumer Studies, (December 2019), 220-231. https://doi.org/10.1111/ijcs.12561

Botsman, R. (2014). Sharing’s Not Just for Start-Ups. Harvard Business Review, 92(9), 23-25. https://hbr.org/2014/09/sharings-not-just-for-start-ups

Botsman, R., & Rogers, R. (2010). Beyond zipcar: Collaborative consumption. Harvard Business Review, 88(10), 15.

Califf, C. B., Brooks, S., & Longstreet, P. (2020). Human-like and system-like trust in the sharing economy: The role of context and humanness. Technological Forecasting and Social Change, 154(February 2019). https://doi.org/10.1016/j.techfore.2020.119968

Cheng, X., Fu, S., Sun, J., Bilgihan, A., & Okumus, F. (2019). An investigation on online reviews in sharing economy driven hospitality platforms: A viewpoint of trust. Tourism Management, 71(October 2018), 366-377. https://doi.org/10.1016/j.tourman.2018.10.020

Cheng, X., Su, L., & Yang, B. (2020). An investigation into sharing economy enabled ridesharing drivers’ trust: A qualitative study. Electronic Commerce Research and Applications, 40(February), 100956. https://doi.org/10.1016/j.elerap.2020.100956

Chunming, C. J. R. M. (2010). Using Spearman’s correlation coefficients for exploratory dataanalysis on big dataset. Concurrency Computation Practice and Experience, 22(6), 685-701. https://doi.org/10.1002/cpe

Denning, S. (2014). An economy of access is opening for business: five strategies for success. Strategy & Leadership, 42(4), 14-21. https://doi.org/10.1108/SL-05-2014-0037

DiStefano, C., & Morgan, G. B. (2014). A comparison of diagonal weighted least squares robust estimation techniques for ordinal data. Structural Equation Modeling, 21(3), 425-438. https://doi.org/10.1080/10705511.2014.915373

Durán-Sánchez, A., Álvarez-García, J., Del Río-Rama, M. de la C., & Maldonado-Erazo, C. P. (2016). Economía colaborativa: análisis de la producción científica en revistas académicas. Revista de Gestão e Secretariado, 7(3), 1-20. https://doi.org/10.7769/gesec.v7i3.617

Etzioni, A. (2019). Cyber Trust. Journal of Business Ethics, 156(1), 1-13. https://doi.org/10.1007/s10551-017-3627-y

Fox, S. (2016). Open prosperity: How latent realities arising from virtual-social-physical convergence (VSP) increase opportunities for global prosperity. Technology in Society, 44, 92-103. https://doi.org/10.1016/j.techsoc.2016.01.001

Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9

Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science & Technology, 67(9), 2047-2059. https://doi.org/10.1002/asi.23552

Hawlitschek, F., Notheisen, B., & Teubner, T. (2020). A 2020 perspective on “The limits of trust-free systems: A literature review on blockchain technology and trust in the sharing economy.” Electronic Commerce Research and Applications, 40(January), 100935. https://doi.org/10.1016/j.elerap.2020.100935

Ivanova, P. (2017). A contemporary overview of the application of collaborative consumption in tourism. Business Management / Biznes Upravlenie, (2), 73-86. http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=123833151&site=ehost-live

Jones, G. R., & George, J. M. (1998). The experience and evolution of trust: Implications for cooperation and teamwork. Academy of Management Review, 23(3), 531-546. https://doi.org/10.5465/AMR.1998.926625

Jordan, P. J., & Troth, A. C. (2020). Common method bias in applied settings: The dilemma of researching in organizations. Australian Journal of Management, 45(1), 3-14. https://doi.org/10.1177/0312896219871976

Li, L., & Wang, W. (2020). The effects of online trust-building mechanisms on trust in the sharing economy: the perspective of providers. Sustainability, 12(5), 1717. https://doi.org/10.3390/su12051717

Lutz, C., Hoffmann, C. P., Bucher, E., & Fieseler, C. (2018).The role of privacy concerns in the sharing economy. Information Communication and Society, 21(10), 1472-1492. https://doi.org/10.1080/1369118X.2017.1339726

Mahadevan, R. (2018). Examination of motivations and attitudes of peer-to-peer users in the accommodation sharing economy. Journal of Hospitality Marketing and Management, 27(6), 679-692. https://doi.org/10.1080/19368623.2018.1431994

Mao, Z. (Eddie), Jones, M. F., Li, M., Wei, W., & Lyu, J. (2020). Sleeping in a stranger’s home: A trust formation model for Airbnb. Journal of Hospitality and Tourism Management, 42(December 2019), 67-76. https://doi.org/10.1016/j.jhtm.2019.11.012

Mcknight, D. H., Cummings, L. L., & Chervany, N. L. (2007). Initial trust formation in new organizational relationships. Academy of Management Review, 23(3), 473-490. https://doi.org/10.5465/amr.1998.926622

Mittendorf, C. (2018). Collaborative consumption: the role of familiarity and trust among millennials. Journal of Consumer Marketing, 35(4), 377-391. https://doi.org/10.1108/JCM-12-2016-2040

Mittendorf, C., Berente, N., & Holten, R. (2019). Trust in sharing encounters among millennials. Information Systems Journal, 29(5), 1083-1119. https://doi.org/10.1111/isj.12237

Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207. https://doi.org/10.1002/cb.1512

Nicolás, J., Codina, B., Guerra Rodríguez, P., Paula, D., Cadena, V., Alejandro, I., … Oyervides, P. S. (2017). Modelos de negocios basados en el concepto de economía colaborativa: análisis de factores característicos y casos ilustrativos (Business models based on the concept of collaborative economy: analysis of characteristic factors and illustrative cases). International Journal of Good Conscience, 12(3), 101-123.

Ocicka, B., & Wieteska, G. (2017). Sharing economy in logistics and supply chain management. Logforum, 13(2), 183-193. https://doi.org/10.17270/J.LOG.2017.2.6

Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59. https://doi.org/10.1287/isre.1040.0015

Rifkin, J. (2012). The third industrial revolution: How the internet, green electricity, and 3-D printing are ushering in a sustainable era of distributed capitalism. World Financial Review, 1-8. https://worldfinancialreview.com/the-third-industrial-revolution-how-the-internet-green-electricity-and-3-d-printing-are-ushering-in-a-sustainable-era-of-distributed-capitalism/

Rodrigues, R., & Druschel, P. (2010). Peer-to-peer systems. Communications of the ACM, 53(10), 72. https://doi.org/10.1145/ 1831407.1831427

Shao, Z., & Yin, H. (2019). Building customers’ trust in the ridesharing platform with institutional mechanisms: An empirical study in China. Internet Research, 29(5), 1040-1063. https://doi.org/10.1108/INTR-02-2018-0086

Tan, F. T. C., Cahalane, M., Tan, B., & Englert, J. (2017). How GoGet carshare’s product-service system is facilitating collaborative consumption. MIS Quarterly Executive, 16(4), 265-277. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85038238415&partnerID=40&md5=3e256db9b315a617062a33e9dd7e125a

Wagner, N., Strulak-Wójcikiewicz, R., & Landowska, A. (2019). Trust in sharing economy business models from the perspective of customers in Szczecin, Poland. Sustainability (Switzerland), 11(23). https://doi.org/10.3390/su11236838

Wentrup, R., Nakamura, H. R., & Ström, P. (2019). Uberization in Paris – The issue of trust between a digital platform and digital workers. Critical Perspectives on International Business, 15(1), 20-41. https://doi.org/10.1108/cpoib-03-2018-0033

Wu, J., Zeng, M., & Xie, K. L. (2017). Chinese travelers’ behavioral intentions toward room-sharing platforms: The influence of motivations, perceived trust, and past experience. International Journal of Contemporary Hospitality Management, 29(10), 2688-2707. https://doi.org/10.1108/IJCHM-08-2016-0481

Yang, S. B., Lee, K., Lee, H., & Koo, C. (2019). In Airbnb we trust: Understanding consumers’ trust-attachment building mechanisms in the sharing economy. International Journal of Hospitality Management, 83(October 2018), 198-209. https://doi.org/10.1016/j.ijhm.2018.10.016

Zervas, G., Proserpio, D., & Byers, J. W. (2017). The rise of the sharing economy: Estimating the impact of airbnb on the hotel industry. Journal of Marketing Research, 54(5), 687-705. https://doi.org/10.1509/jmr.15.0204

PDF
EPUB
Métricas

Dimensions

PlumX


Instituciones

Universidad del Rosario, Colombia
Universidad de Celaya/Universidad Tecnológica Laja Bajío, México
Copyright © 2021. Fundación Universitaria Konrad Lorenz, Colombia

(Visited 448 times, 1 visits today)