Fatores que influenciam a confiança no uso de consumo colaborativo

Abstract

This study is inserted in the scope of Information and Communication Technologies (ICTs) and analyzes the influence of the characteristics of online trust on the adoption of collaborative consumption. Sustainable consumption has already been managing its way into debates and political documents for decades. Positive changes have been noticed in an international level, acknowledging the problem of excessive consumption and discussing ways to develop sustainable alternatives. In this scenario, we find the emergence of collaborative consumption as a new business paradigm and an alternative form of consumption. ICTs are an integral part of collaborative consumption that provide support so that this form of business can exist online. Such interface presents features still little explored; among them is online trust. Given this panorama, this study sought to verify the relation between the characteristics that influence online trust and the adoption of collaborative consumption. In order to do so, we applied a cross-sectional deductive method to the survey of a sample of 218 individuals who are users of collaborative consumption. The results of the analyzed data show that the characteristics that influence online trust on e-commerce platforms have no direct impact on the adoption of collaborative consumption. Based on these findings, we elaborated contributions to the academic and managerial knowledge, as well as limitations and suggestions for future research.