Building Trust in Digital Platforms for Sharing Collaborative Lifestyles in Sustainable Contexts

Raissa Karen Leitinho Sales; Ana Carla Amaro; Vania Baldi

doi:10.17231/comsoc.39(2021).2789

Authors

Raissa Karen Leitinho Sales Departamento de Comunicação e Arte, Universidade de Aveiro, Aveiro, Portugal http://orcid.org/0000-0003-2913-8700
Ana Carla Amaro Departamento de Comunicação e Arte, Universidade de Aveiro, Aveiro, Portugal http://orcid.org/0000-0001-7863-5813
Vania Baldi Departamento de Comunicação e Arte, Universidade de Aveiro, Aveiro, Portugal http://orcid.org/0000-0002-7663-3328

DOI:

https://doi.org/10.17231/comsoc.39(2021).2789

Keywords:

digital platforms, sharing, collaborative lifestyles, trust, sustainable

Abstract

The term “sharing economy” is intended to identify a set of social relations, digitally mediated, based on the principles of reciprocity and trust. However, such principles must result from the technological and design requirements of the platforms used where users deposit their personal data, insert information about interests and daily practices, communicate with strangers and, in this way, create personal bonds. The study hereby presented aims to identify a set of guidelines for building trust in the context of digitally mediated sharing of collaborative lifestyles, on platforms that promote the sharing of experiences in sustainable contexts. Within the scope of this study, sharing collaborative lifestyles means a non-monetary social exchange of knowledge, skills, accommodation, and food. The analyzed platforms — Volunteers Base, The Poosh, and WWOOF Portugal — are non-commercial organizations that promote experiences in educational projects in eco villages, natural construction projects in rural areas, permaculture projects on farms, among others. A multi-case and documentary study of the terms and policies published by these digital platforms was carried out. These regulatory documents were submitted to content analysis, using the Iramuteq and MAXQDA software. From this analysis, 20 guidelines emerged, in three categories: “practices and conduct”, “conditions” and “security and privacy”, which can guide users and platforms in the construction of digitally mediated sharing relationships in a transparent and reliable way.

Downloads

Download data is not yet available.

References

Adali, S., Escriva, R., Goldberg, M. K., Hayvanovych, M., Magdon-Ismail, M., Szymanski, B. K., Wallace, W. A., & Williams, G. (2010). Measuring behavioral trust in social networks. In 2010 IEEE International Conference on Intelligence and Security Informatics (pp. 150–152). IEEE. https://doi.org/10.1109/ISI.2010.5484757

Bardin, L. (2011). Análise de conteúdo (L. A. Reta & A. Pinheiro, Trad.). Edições 70. (Trabalho original publicado em 1977)

Bauman, Z. (2004). Amor líquido: Sobre a fragilidade dos laços humanos (C. A. Medeiros, Trad.). Zahar. (Trabalho original publicado em 2003)

Botsman, R., & Rogers, R. (2011). O que é meu é seu: Como o consumo colaborativo vai mudar o nosso mundo (1.ª ed.; R. Sardenberg, Trad.). Bookman. (Trabalho original publicado em 2010)

Chan, J. K. H., & Zhang, Y. (2018). Sharing space: Urban sharing, sharing a living space, and shared social spaces. Space and Culture, 24(1), 157–169. https://doi.org/10.1177/1206331218806160

Chen, X., Proulx, B., Gong, X., & Zhang, J. (2013). Social trust and social reciprocity based cooperative D2D communications. In Proceedings of the fourteenth ACM international symposium on mobile ad hoc networking and computing (pp. 187–196). Association for Computing Machinery. https://doi.org/10.1145/2491288.2491302

Cheshire, C. (2011). Online trust, trustworthiness, or assurance? Daedalus, 140(4), 49–58. https://doi.org/10.1162/DAED_a_00114

Chuang, L., He, J., & Chiu, S. (2018). Understanding user participantion in sharing economy services. In 2018 IEEE International Conference on Consumer Electronics-Taiwan (ICCE-TW) (pp. 1–2). IEEE. https://doi.org/10.1109/ICCE-China.2018.8448712

European Union. (2018). Rural areas and the primary sector in the EU. https://ec.europa.eu/info/sites/info/files/food-farming-fisheries/farming/documents/eu-rural-areas-primary-sector_en.pdf

Floridi, L. (Ed.). (2015). The onlife manifesto: Being human in a hyperconnected era. Springer Nature. https://doi.org/10.1007/978-3-319-04093-6

Fogg, B. J. (2003). Persuasive technology: Using computers to change what we think and do. Elsevier.

Gray, D. E. (2014). Doing research in the real world (1ª ed.). Sage.

Hang, C.-W., Wang, Y., & Singh, M. P. (2009). Operators for propagating trust and their evaluation in social networks. In AAMAS ‘09: Proceedings of The 8th International Conference on Autonomous Agents and Multiagent Systems - Volume 2 (pp. 1025–1032). International Foundation for Autonomous Agents and Multiagent Systems. https://doi/10.5555/1558109.1558155

Igarashi, T., Kashima, Y., Kashima, E. S., Farsides, T., Kim, U., Strack, F., Werth, L., & Yuki, M. (2008). Culture, trust, and social networks. Asian Journal of Social Psychology, 11(1), 88–101. https://doi.org/10.1111/j.1467-839X.2007.00246.x

Jiang, W., Wang, G., & Wu, J. (2014). Generating trusted graphs for trust evaluation in online social networks. Future Generation Computer Systems, 31(1), 48–58. https://doi.org/10.1016/j.future.2012.06.010

Kamal, P., & Chen, J. Q. (2016). Trust in sharing economy. In Proceeding of the 20th Pacific Asia Conference on Information Systems (PACIS 2016) (pp. 1–13). Association for Information Systems AIS Electronic Library (AISeL). https://aisel.aisnet.org/pacis2016/109

Lee, Z. W. Y., Chan, T. K. H., Balaji, M. S., & Chong, A. Y. (2018). Why people participate in the sharing economy: An empirical investigation of Uber. Internet Research, 28(3), 829–850. https://doi.org/10.1108/IntR-01-2017-0037

Luhmann, N. (2005). Confianza (A. Flores, Trad.). Anthropos. (Trabalho original publicado em 1979)

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

McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14(1), 6–23. https://doi.org/10.1002/1520-6629(198601)14:1<6::AID-JCOP2290140103>3.0.CO;2-I

Sales, R. K. L., Baldi, V., & Amaro, A. C. (2020). Idealização de um modelo para compreensão da construção da confiança nas plataformas da economia de partilha. In J. C. F. Benítez (Ed.), Estudios multidisciplinarios en comunicación audiovisual, interactividad y marca en la red (pp. 178–196). Egregius.

Santos, G. E., & Prates, R. O. (2018). Evaluating the PROMISE framework for trust in sharing economy system. In IHC 2018: Proceedings of the 17th brazilian symposium on human factors in computing systems (pp. 1–11). Association for Computing Machinery.

Shirky, C. (2011). A cultura da participação: Criatividade e generosidade no mundo conectado (C Portocarrero, Trad.). Zahar. (Trabalho original publicado em 2010)

Stake, R. E. (2006). Multiple case study analysis. Guilford press.

Stern Strategy Group. (2015, 18 de setembro). Rachel Botsman: Transformation in how we think about trust [Vídeo]. YouTube. https://www.youtube.com/watch?v=ced159PQu4I

TED. (2016, 7 de novembro). We’ve stopped trusting institutions and started trusting strangers | Rachel Botsman [Vídeo]. YouTube. https://www.youtube.com/watch?v=GqGksNRYu8s

Tian, X.-F., Wu, R.-Z., & Lee, J.-H. (2017). Use intention of chauffeured car services by O2O and sharing economy. Journal of Distribution Science, 15(12), 73–84. http://doi.org/10.15722/jds.15.12.201712.73

Wang, W., Qiu, L., Kim, D., & Benbasat, I. (2016). Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust. Decision Support Systems, 86(1), 48–60. https://doi.org/10.1016/j.dss.2016.03.007

Wu, J., Ma, P., & Xie, K. L. (2017). In sharing economy we trust: The effects of host attributes on short-term rental purchases. International Journal of Contemporary Hospitality Management, 29(11), 2962-2976. https://doi.org/10.1108/IJCHM-08-2016-0480

Yang, S.-B., Lee, K., Lee, H., Chung, N., & Koo, C. (2016). Trust breakthrough in the sharing economy: An empirical study of Airbnb. In Proceeding of the 20th Pacific Asia Conference on Information Systems (PACIS 2016) (pp. 1–8). Association for Information Systems AIS Electronic Library (AISeL). https://aisel.aisnet.org/pacis2016/131/

Ye, T., Alahmad, R., Pierce, C., & Robert, L. P., Jr. (2017). Race and rating on sharing economy platforms: The effect of race similarity and reputation on trust and booking intention in Airbnb. In ICIS 2017 Proceedings (pp. 1–11). AIS. https://aisel.aisnet.org/icis2017/Peer-to-Peer/Presentations/4/

Yoon, Y. S., & Lee, H.-W. (2017). Perceived risks, role, and objectified trustworthiness information in the sharing economy. In 2017 Ninth International Conference on Ubiquitous and Future Networks (ICUFN) (pp. 326-331). IEEE. https://doi.org/10.1109/ICUFN.2017.7993803

Zhang, Z. & Wang, K. (2013). A trust model for multimedia social networks. Social Network Analysis and Mining, 3(4), 969–979. https://doi.org/10.1007/s13278-012-0078-4