Determination of trust factors affecting participation sharing economy in Turkey

Sharing is an internal and intuitive behavior that has continued since the existence of humanity. Although the amount of sharing varies from generation to generation, sharing has always been a part of society. But sharing economics or collaborative consumption are phenomena arising from the Internet era. Since the 1990s, the innovations brought by internet technologies have affected the social life in a dramatic way and have changed the consumption patterns of individuals significantly. The economic crises, increasing the sensitivity to the environment, the increase in consumption, the non-renewable energy resources approaching depletion, and the rapidly developing technology encouraged individuals to share through digital networks. Consumers who have become more sensitive to social, economic and environmental issues have adopted to share instead of having goods or services. The development of information technologies and the online environment have led to a new business model under the name of sharing economy. The reflections of the new economic system to the society have created an increasing research area for scientists and practitioners. At this point, it is important to clarify the factors of trust that affect the decisions of consumers to adopt and participate in sharing services. In this study, it is aimed to determine the trust factors affecting participation in online or mobile sharing services. For this purpose, a scale was prepared by selecting three of the platforms that offer sharing services (BlaBlaCar, Airbnb and Dolap). Quantitative data obtained from 491 participants were transferred to SPSS program. After the demographic characteristics of the participants were determined, the theoretical model proposed by Smart PLS 3.0 program was tested. The Structural Equation Model (SEM) approach was used to test the model. In order to test the validity and reliability of the scale used, validity and reliability tests and Confirmatory Factor Analysis (CFA) were performed. In addition, structural equation modeling technique was used to test the structural validity of the proposed model. As a result of the analyzes, it was found that the familiarity with the platform and platform reputation influenced the trust in the platform positively and significantly. It was also found that trust in the platform positively and significantly influences the intention of using the trust and sharing service to the service provider. Finally, it has been found that trust in the service provider positively and significantly affects the intention to use the sharing service.