The impact of firm innovativeness on consumer trust in the sharing economy: a moderated mediation model

Ruoshi Geng, Ruijie Sun, Jie Li, Fan Guo, Wangshuai Wang, Gong Sun*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

21 Citations (Scopus)

Abstract

Purpose: This paper examined the relationship between firm innovativeness and consumer trust in the sharing economy. In addition, the authors examine the mediating effect of organizational legitimacy and the moderating effect of social worth. Design/methodology/approach: To examine the hypotheses, the authors collected data from 276 users of a sharing platform (Didi) in China to conduct empirical research. The “lavaan” packages in R and SPSS were used to analyze the data and test the proposed hypotheses. Findings: The results reveal that sharing platforms' innovativeness is positively related to consumer trust, and this relationship is mediated by organizational legitimacy. Furthermore, sharing platforms' social worth moderates the relationship between firm innovativeness and organizational legitimacy as well as the indirect effect of firm innovativeness on consumer trust via organizational legitimacy. Practical implications: This article proposes strategies that enable sharing platforms to increase consumer trust, which can also better promote the development of the sharing economy. Originality/value: This paper contributes to the literature by focusing on the social attributes of the sharing economy. By building a more detailed model of consumer trust, this paper adds to the knowledge on the influencing mechanism of consumer trust in the sharing economy.

Original languageEnglish
Pages (from-to)1078-1098
Number of pages21
JournalAsia Pacific Journal of Marketing and Logistics
Volume34
Issue number5
DOIs
Publication statusPublished - 1 Apr 2022

Keywords

  • Consumer trust
  • Firm innovativeness
  • Organizational legitimacy
  • Sharing economy
  • Social worth

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