Determinantes da Intenção de Uso em Plataformas Digitais de Economia Compartilhada
DOI:
https://doi.org/10.5020/2318-0722.2025.31.e15966Palavras-chave:
economia compartilhada, confiança na plataforma, intenção de uso, familiaridade, risco percebidoResumo
Nos últimos anos, a Economia Compartilhada (EC) tem ganhado crescente destaque por representar uma nova forma de consumo que conecta, por meio de plataformas tecnológicas, capacidade ociosa a demandas específicas. O objetivo deste estudo é investigar os efeitos da familiaridade e do risco percebido na relação entre confiança na plataforma e intenção de uso em serviços de Economia Compartilhada (EC). Os dados foram coletados por meio de uma survey, junto a 898 brasileiros, e analisados a partir da modelagem de equações estruturais por mínimos quadrados parciais. A amostra é composta, predominantemente, por respondentes da Região Sul do Brasil e com elevado nível de escolaridade, características que devem ser consideradas na interpretação dos resultados. Os resultados demonstram que a confiança na plataforma influencia de forma positiva a intenção de uso, tanto diretamente quanto por meio da influência mediadora da familiaridade e do risco percebido. Além disso, a familiaridade com a plataforma também foi identificada como um fator positivo para a intenção de uso, enquanto o risco percebido apresentou uma relação negativa. Destaca-se a importância de construir confiança e familiaridade para fomentar o engajamento dos usuários com os serviços de Economia Compartilhada, ao mesmo tempo em que se ressalta o impacto adverso do risco percebido sobre a intenção de uso. Os achados oferecem uma base teórica e empírica para futuras pesquisas e implicações práticas, contribuindo para um melhor entendimento sobre o tema.
Downloads
Referências
Akbari, M., Moradi, A., Seyyedamiri, N., Zúñiga, M. A., Rahmani, Z., & Padash, H. (2021). Consumers’ intentions to use ridesharing services in Iran. Research in Transportation Business & Management, 41, 1-11. https://doi.org/10.1016/j.rtbm.2020.100616
Akhmedova, A., Vila-Brunet, N., & Mas-Machuca, M. (2021). Building trust in sharing economy platforms: trust antecedents and their configurations, Internet Research, 31(4), 1463-1490. https://doi.org/10.1108/INTR-04-2020-0212
Amir, H., & Rizvi, W. (2017). Influence of perceived risk and familiarity on willingness to transact in online food shopping in developing economies: An (extended) abstract. Creating marketing magic and innovative future marketing trends, 891-895. https://doi.org/10.1007/978-3-319-45596-9_162
Amrollahi, A., Kummer, T.-F., Rajaeian, M., & Hadinejad, A. H. (2024). Trust dynamics in sharing economy services during a crisis: A comparison between Airbnb and Uber. International Journal of Tourism Research, 26(4). https://doi.org/10.1002/jtr.2676
Babbie, E. (1999). Métodos de pesquisas de survey. Editora UFMG.
Beaton, D. E., Bombardier, C., Guillemin, F., & Ferraz, M. B. (2000). Guidelines for the process of cross-cultural adaptation of self-report measures. Spine, 25(24), 3186-3191. https://doi.org/10.1097/00007632-200012150-00014.
Carstens, M., Ungerer, M., & Human, G. (2019). Perceived risk, trust and familiarity of online multi-sided pure-play platforms selling physical offerings in an emerging market. Southern African Business Review, 23, 1-32. https://doi.org/10.25159/1998-8125/5594
Chen, J., Zhang, C., & Xu, Y. (2009), The role of mutual trust in building members' loyalty to a C2C platform provider, International Journal of Electronic Commerce, 14(1), 147–171. https://doi.org/10.2753/JEC1086-4415140105
Chen, D., Lai, F., & Lin, Z. (2014), A trust model for online peer-to-peer lending: a lender’s perspective, Information Technology and Management, 15(4), 239-254. https://doi.org/10.1007/s10799-014-0187-z
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. New York: Routledge. https://doi.org/10.4324/9780203771587
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. http://dx.doi.org/10.2307/3150980
Freitas, H., Oliveira, M., Saccol, A. Z., & Moscarola, J. (2000). O método de pesquisa survey. Revista de Administração da Universidade de São Paulo, 35(3), 105-112. https://rausp.usp.br/wp-content/uploads/files/3503105.pdf
Frenken, K., & Schor, J. (2017). Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions, 23, 3-10. https://doi.org/10.1016/j.eist.2017.01.003
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9
Gleim, M. R., Johnson, C. M., & Lawson, S. J. (2019). Sharers and sellers: A multi-group examination of gig economy workers' perceptions. Journal of Business Research, 98, 142-152. https://doi.org/10.1016/j.jbusres.2019.01.041
Godovykh, M., Pizam, A., & Bahja, F. (2021). Antecedents and outcomes of health risk perceptions in tourism, following the COVID-19 pandemic. Tourism Review, 76(4), 737-748. https://doi.org/10.1108/TR-06-2020-0257
Guimarães, J. G. A., Franco, V. R., & Souza, C. C. L. (2017). Scientific growth and thematic differences in sharing economy’s literature over the past 10 years. In Anais do 41º Encontro da ANPAD. ANPAD.
Guo, J., Lin, J., & Li, L. (2020). Building users’ intention to participate in a sharing economy with institutional and calculative mechanisms: an empirical investigation of DiDi in China. Information Technology for Development, 27(4), 645–669. https://doi.org/10.1080/02681102.2020.1807894
Hair, F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hair, F., Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N.P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using r: A workbook. Springer. https://doi.org/10.1007/978-3-030-80519-7
Hawlitschek, F., Teubner, T., Adam, M. T. P., Borchers, N. S., Möhlmann, M., & Weinhardt, C. (2016). Trust in the sharing economy: An experimental framework. In Proceedings of the Thirty Seventh International Conference on Information Systems (ICIS 2016) (pp. 11–14).
Kim, B., & Min, J. (2015). The distinct roles of dedication-based and constraint-based mechanisms in social networking sites, Internet Research, 25(1), 30-51. https://doi.org/10.1108/intr-11-2013-0253
Kim, S., & Lee, K. (2022). Influence of the characteristics of sports sharing economy services on intention of use: The mediating effect of consumer attitude and trust. Social Sciences, 11(2), 1-16. https://doi.org/10.3390/socsci11020057
Komiak, S. Y. X., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly, 30(4), 941–960. http://dx.doi.org/10.2307/25148760
Kong, Y., Wang, Y., Hajli, S., & Featherman, M. (2020). In sharing economy we trust: Examining the effect of social and technical enablers on millennials’ trust in sharing commerce. Computers in Human Behavior, 108, 1-10. https://doi.org/10.1016/j.chb.2019.04.017
Lee, Z. W. Y., Chan, T. K. H., Balaji, M. S., & Chong, A. Y-L. (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
Li, L., & Wang, W. (2020). The effects of online trust-building mechanisms on trust in the sharing economy: The perspective of providers. Sustainability, 12(5), 1-14. https://doi.org/10.3390/su12051717
Liu, Y., & Yang, Y. (2018) Empirical examination of users’ adoption of the sharing economy in China using an expanded technology acceptance model, Sustainability, 10(4), 1-17. https://doi.org/10.3390/su10041262
Liu, X., Yuan, C., & Hafeez, M. (2019). Digital trust and institutional assurance in the sharing economy from consumer and intermediary view. International Journal of Information Systems and Change Management, 11(3-4), 256-271. http://dx.doi.org/10.1504/IJISCM.2019.107512
Luhmann, N. (1979). Trust and Power. (vol. 23). John Wiley & Sons.
Ma, X., Lou, H., Slyke, C. V., & Clary, G. (2020). Concern for information privacy and online consumer purchasing in China. AIS Transactions on Replication Research, 6. https://aisel.aisnet.org/trr/vol6/iss1/6/
Mao, Z. E., Jones, M. F., Li, M., Wei, W., & Lyu, J. (2020). Sleeping in a stranger's home: A trust formation model for Airbnb. Journal of Hospitality and Tourism Management, 42, 67-76. https://doi.org/10.1016/j.jhtm.2019.11.012
Martins, E. R., Filho. (2019). Mapeando a economia compartilhada no Brasil: Um estudo configuracional tipológico sobre os modelos de negócios das empresas brasileiras [Dissertação de mestrado, Universidade Federal Fluminense].
Martin, C. J. (2016). The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism? Ecological economics, 121, 149-159. https://doi.org/10.1016/j.ecolecon.2015.11.027
McKnight, D. H., & Chervany, N. L. (2002), What trust means in e‐commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35-59. https://doi.org/10.1080/10864415.2001.11044235
Mittendorf, C. (2017). The implications of trust in the sharing economy: An empirical analysis of Uber. In Proceedings of the Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2017.703
Mittendorf, C. (2018). Collaborative consumption: The role of familiarity and trust among Millennials. Journal of Consumer Marketing, 35(4), pp. 377-391. https://doi.org/10.1108/JCM-12-2016-2040
Mittendorf, C., Berente, N., & Holten, R. (2019). Trust in sharing encounters among millennials. Information Systems Journal, 29(5), 1083-1119. https://doi.org/10.1111/isj.12237
Möhlmann, M. (2015). Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207. https://doi.org/10.1002/cb.1512
Möhlmann, M. (2021). Unjustified trust beliefs: Trust conflation on sharing economy platforms. Research Policy, 50(3), 1-15. https://doi.org/10.1016/j.respol.2020.104173
Nguyen, S., Alaoui, M. D., & Llosa, S. (2020). When interchangeability between providers and users makes a difference: The mediating role of social proximity in collaborative services. Journal of Business Research, 121, 506-515. https://doi.org/10.1016/j.jbusres.2020.03.021
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59. https://doi.org/10.1287/isre.1040.0015
Pavlou, P.A., & Dimoka, A. (2006). The nature and role of feedback text comments in online marketplaces: Implications for trust building, price premiums, and seller differentiation. Information Systems Research, 17(4), 392–414. https://doi.org/10.1287/isre.1060.0106
PricewaterhouseCoopers. (2015). The sharing economy: Consumer Intelligence Series. https://www.pwc.fi/fi/palvelut/tiedostot/pwc-cis-sharing-economy.pdf
Perren, R., & Kozinets, R. V. (2018). Lateral exchange markets: How social platforms operate in a networked economy. Journal of Marketing, 82(1), 20-36. https://doi.org/10.1509/jm.14.0250
Räisänen, J., Ojala, A., & Tuovinen, T. (2021) Building trust in the sharing economy: Current approaches and future considerations. Journal of Cleaner Production, 279, 1-11. https://doi.org/10.1016/j.jclepro.2020.123724
Rehman, Z. U., Baharun, R., & Salleh, N. Z. M. (2020). Antecedents, consequences, and reducers of perceived risk in social media: A systematic literature review and directions for further research. Psychology & Marketing, 37(1), 74–86. https://doi.org/10.1002/mar.21281
Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3 [Software]. SmartPLS. http://www.smartpls.com
Rojanakit, P., Oliveira, R. T., & Dulleck, U. (2022). The sharing economy: A critical review and research agenda. Journal of Business Research, 139, 1317-1334. https://doi.org/10.1016/j.jbusres.2021.10.045
Sasse, M. A., & Kirlappos, I. (2011). Familiarity breeds con-victims: Why we need more effective trust signaling. In I. Wakeman, E. Gudes, C. D. Jensen, & J. Crampton (Eds.), Trust management V: IFIPTM 2011 (Vol. 358, pp. 9–12). Springer. https://doi.org/10.1007/978-3-642-22200-9_2
Schor, J. (2014). Debating the sharing economy. Great Transition Initiative. https://greattransition.org/publication/debating-the-sharing-economy
Shao, Z., Guo, Y., Li, X., & Barnes, S. (2020). Sources of influences on customers' trust in ridesharing: Why use experience matters? Industrial Management & Data Systems, 120(8), 1459–1482. https://doi.org/10.1108/IMDS-12-2019-0651
Shao, Z., & Yin, H. (2019). Building customers’ trust in the ridesharing platform with institutional mechanisms: An empirical study in China. Internet Research, 29(5), 1040–1063. https://doi.org/10.1108/INTR-02-2018-0086
Ter Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(6), 485–498. https://doi.org/10.1002/cb.1667
Ter Huurne, M., Ronteltap, A., & Buskens, V. (2020). Sense of community and trust in the sharing economy. Tourism Analysis, 25(1), 43–61. https://doi.org/10.3727/108354220X15758301241639
Wang, C. R., & Jeong, M. (2018). What makes you choose Airbnb again? An examination of users’ perceptions toward the website and their stay. International Journal of Hospitality Management, 74, 162–170. https://doi.org/10.1016/j.ijhm.2018.04.006
Wang, Y., Asaad, Y., & Filieri, R. (2020). What makes hosts trust Airbnb? Antecedents of hosts’ trust toward Airbnb and its impact on continuance intention. Journal of Travel Research, 59(4), 686–703. https://doi.org/10.1177/0047287519855135
Yang, S-B., Lee, K., Lee, H., & Koo, C. (2019). In Airbnb we trust: Understanding consumers’ trust-attachment building mechanisms in the sharing economy. International Journal of Hospitality Management, 81, 1–10. https://doi.org/10.1016/j.ijhm.2018.10.016
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2025 Journal of Administrative Sciences
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.
Para publicação de trabalhos, os autores deverão assinar a Carta de Direitos Autorais, cujo modelo será enviado aos autores por e-mail, reservando os direitos, até mesmo de tradução, à RCA.
Para os textos que apresentam imagens (fotografias, retratos, obras de artes plásticas, desenhos fotografados, obras fotográficas em geral, mapas, figuras e outros), os autores devem encaminhar para a RCA carta original de autorização da empresa que detém a concessão e o direito de uso da imagem. A carta deve estar em papel timbrado e assinada pelo responsável da empresa, com autorização para o uso e a reprodução das imagens utilizadas no trabalho. O corpo da carta deve conter que a empresa é detentora dos direitos sobre as imagens e que dá direito de reprodução para a RCA. É importante salientar que os autores são responsáveis por eventuais problemas de direitos de reprodução das imagens que compõem o artigo.
A instituição e/ou qualquer dos organismos editoriais desta publicação NÃO SE RESPONSABILIZAM pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seus autores
