Determinants of Intention to Use Digital Sharing Economy Platforms

Natália Pavanelo Pivetta; Flavia Luciane Scherer; Maíra Nunes Piveta; Soraya de Souza Soares; Vinicius Costa Da Silva Zonatto

doi:10.5020/2318-0722.2025.31.e17174

Authors

Natália Pavanelo Pivetta Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil https://orcid.org/0000-0002-4167-1359
Flavia Luciane Scherer Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil https://orcid.org/0000-0003-1581-2653
Maíra Nunes Piveta Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil https://orcid.org/0000-0001-5518-9515
Soraya de Souza Soares Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil https://orcid.org/0000-0003-1266-7454
Vinicius Costa Da Silva Zonatto Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil https://orcid.org/0000-0003-0823-6774

DOI:

https://doi.org/10.5020/2318-0722.2025.31.e17174

Keywords:

sharing economy, trust in the platform, intention to use, familiarity, perceived risk

Abstract

In recent years, the Sharing Economy (SE) has gained increasing prominence as a novel consumption model that connects underutilized resources with specific demands through digital platforms. This study investigates the effects of familiarity and perceived risk on the relationship between trust in the platform and intention to use SE services. Data were collected through a survey of 898 Brazilian respondents and analyzed using partial least squares structural equation modeling (PLS-SEM). The sample consisted predominantly of respondents from the South region of Brazil with relatively high educational attainment, characteristics that should be considered when interpreting the findings. The results indicate that trust in the platform positively influences intention to use, both directly and indirectly through the mediating effects of familiarity and perceived risk. Furthermore, familiarity with the platform was found to positively influence intention to use, whereas perceived risk exhibited a negative relationship. These findings underscore the importance of fostering trust and familiarity to enhance user engagement with SE services while highlighting the adverse effect of perceived risk on intention to use. Overall, the study provides robust theoretical and empirical evidence for future research and offers practical implications that contribute to a deeper understanding of user behavior in the SE.

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Translation

This article is a translation in English of the article: Determinantes da Intenção de Uso em Plataformas Digitais de Economia Compartilhada

Author Biographies

Natália Pavanelo Pivetta, Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil

Administration (2017–2019), and Bachelor's degree in Business Administration (2012–2016) from Federal University of Santa Maria (UFSM). Teaching degree from the Programa Special Undergraduate Teacher Training Program for Professional Education (PEG-UFSM) at Federal University of Santa Maria (2020–2022).

Flavia Luciane Scherer, Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil

Bachelor's degree in Business Administration from Federal University of Santa Maria (UFSM), Master's degree in Business Administration from Federal University of Santa Catarina (UFSC), and PhD in Business Administration from Federal University of Minas Gerais (UFMG). Currently serves as a Full Professor at Federal University of Santa Maria (UFSM).

Maíra Nunes Piveta, Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil

PhD and Master's degree in Business Administration from the Graduate Program in Business Administration at Federal University of Santa Maria (UFSM). Teaching degree from the Special Undergraduate Teacher Training Program for Professional Education (PEG-UFSM). Bachelor's degree in Business Administration from Federal University of Santa Maria (UFSM).

Soraya de Souza Soares, Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil

Bachelor's degree in Business Administration from Franciscan University (UFN). Master's degree in Business Administration from Federal University of Santa Maria (UFSM). Currently a PhD candidate in Business Administration at Federal University of Santa Maria (UFSM), within the Strategy in Organizations research line.

Vinicius Costa Da Silva Zonatto, Federal University of Santa Maria, Santa Maria, Rio Grande do Sul, Brazil

Postdoctoral degree in Accounting from University of Vale do Rio dos Sinos. PhD in Accounting and Business Administration and Master's degree in Accounting from Regional University of Blumenau. Bachelor's degree in Accounting from University of Passo Fundo. Currently serves as an Associate Professor at Federal University of Santa Maria (UFSM).

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