Governance and Trust in the Sharing Economy: Issues and Solutions along the Social-Economic Exchange Continuum

Michael Moorhouse, June Cotte, M. Ding, X. Wang
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Abstract

The sharing economy is a growing sector that raises important questions for governance, trust, and the impact of the intersection of commercial and social motives. However, governance research in this context is relatively limited, and generally focused on the consumer perspective.

The authors take a triadic approach to governance that explores the relationships between platforms, providers, and consumers. Leveraging governance theories from marketing and management, as well as agency and social exchange theories, the authors develop a conceptual model of formal and relational governance mechanisms in the sharing economy. Through qualitative in-depth interviews and open-ended survey questions, and a field study using text analysis the authors validate their model and demonstrate that economic-focused platforms favor formal governance mechanisms and develop institution-based trust in the platform, while social-focused platforms favor relational governance mechanisms and lead to interpersonal trust in the membership. Hybrid platforms feature both forms of governance but formal mechanisms dominate. Further, the authors describe the implications for managers to deal with exchange and governance problems to prevent platform churn (customer and provider defection).
共享经济中的治理与信任:社会-经济交换连续体中的问题与解决方案
共享经济是一个不断发展的领域,它对治理、信任以及商业和社会动机交叉的影响提出了重要问题。然而,在这方面的治理研究相对有限,并且通常侧重于消费者的视角。作者采用了一种三合一的治理方法,探索了平台、提供者和消费者之间的关系。利用来自市场营销和管理的治理理论,以及代理和社会交换理论,作者开发了共享经济中正式和关系治理机制的概念模型。通过定性深度访谈和开放式调查问题,以及文本分析的实地研究,作者验证了他们的模型,并证明以经济为中心的平台倾向于正式的治理机制,并在平台中形成基于制度的信任,而以社会为中心的平台倾向于关系治理机制,并导致成员之间的人际信任。混合平台具有两种形式的治理,但正式机制占主导地位。此外,作者还描述了管理人员处理交换和治理问题以防止平台流失(客户和提供商叛逃)的含义。
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