Non-market strategies and building digital trust in sharing economy platforms |
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| Institution: | 1. School of Management and Economics, Handong Global University, 558 Handong-ro Buk-gu, Pohang, Gyeongbuk, 37554 Republic of Korea;2. Kent Business School, University of Kent, Room SCL115, ME4 4TE, UK;3. Kent Business School, University of Kent, Room SCL104, ME4 4TE, UK;4. University of Vaasa, School of Marketing and Communication, International Business, Wolffintie 34, 65200, Vaasa, Tervahovi B313, Finland |
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| Abstract: | Although research on non-market strategies and the sharing economy (SE) have grown exponentially, there remains limited insight on how actors in the sharing economy ecosystem engage in non-market activities to achieve their goals. In this paper, we develop and present digital trust building as a crucial building block of a successful sharing economy ecosystem. We develop a conceptual framework to highlight the non-market strategies that sharing economy platform providers (SEPPs) cultivate and leverage in order to build trust for enhanced performance among stakeholders. |
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