A Study of the Influence of Consumer Self-Identity on Collaborative Consumption

The purpose of the present study was to examine the relationships between motivation factors and trust in suppliers in the sharing economy and explore the moderating effect of self-identity on that relationship. For this, the present study collected data from 332 consumers of Airbnb in South Korea through a survey method. In the results, first, the quicker responsiveness of suppliers or more confidence in the personal information of suppliers consumers perceive in sharing economy platforms, the more they are likely to trust in suppliers. Second, positive relationship between confidence in the personal information of suppliers and trust in suppliers is stronger for consumers high rather than low in interdependent self-view. However, interdependent self-view was found to have no significance on the relationship between consumers' perceived responsiveness of suppliers and their trust in suppliers. For research contribution, this study is the first one to examine the integral model of antecedents of trust in the platform.