Determinantes de la Intención de Uso en Plataformas Digitales de Economía Compartida
DOI:
https://doi.org/10.5020/2318-0722.2025.31.e15966Palabras clave:
economía compartida, confiar en la plataforma, intención de uso, familiaridad, riesgo percibidoResumen
En los últimos años, la Economía Compartida (EC) ha ganado un creciente protagonismo por representar una nueva forma de consumo que conecta, a través de plataformas tecnológicas, la capacidad ociosa con demandas específicas. El objetivo de este estudio es investigar los efectos de la familiaridad y del riesgo percibido en la relación entre la confianza en la plataforma y la intención de uso en servicios de Economía Compartida (EC). Los datos fueron recolectados por medio de una survey (encuesta) a 898 brasileños, y analizados a partir del modelado de ecuaciones estructurales por mínimos cuadrados parciales. La muestra está compuesta, predominantemente, por encuestados de la Región Sur de Brasil y con un elevado nivel de escolaridad, características que deben ser consideradas en la interpretación de los resultados. Los resultados demuestran que la confianza en la plataforma influye de forma positiva en la intención de uso, tanto directamente como a través de la influencia mediadora de la familiaridad y del riesgo percibido. Además, la familiaridad con la plataforma también fue identificada como un factor positivo para la intención de uso, mientras que el riesgo percibido presentó una relación negativa. Se destaca la importancia de construir confianza y familiaridad para fomentar el compromiso (engagement) de los usuarios con los servicios de Economía Compartida, al mismo tiempo que se resalta el impacto adverso del riesgo percibido sobre la intención de uso. Los hallazgos ofrecen una base teórica y empírica para futuras investigaciones e implicaciones prácticas, contribuyendo a un mejor entendimiento sobre el tema.
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