TY - JOUR
T1 - The impact of firm innovativeness on consumer trust in the sharing economy
T2 - a moderated mediation model
AU - Geng, Ruoshi
AU - Sun, Ruijie
AU - Li, Jie
AU - Guo, Fan
AU - Wang, Wangshuai
AU - Sun, Gong
N1 - Funding Information:
The authors acknowledge the financial support from the National Natural Science Foundation of China (71702095), Jiangsu Innovation and Entrepreneurship Talent Program (2021) and Qinglan Project of Jiangsu Province (2021).
Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2022/4/1
Y1 - 2022/4/1
N2 - 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.
AB - 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.
KW - Consumer trust
KW - Firm innovativeness
KW - Organizational legitimacy
KW - Sharing economy
KW - Social worth
UR - http://www.scopus.com/inward/record.url?scp=85114453943&partnerID=8YFLogxK
U2 - 10.1108/APJML-10-2020-0748
DO - 10.1108/APJML-10-2020-0748
M3 - Article
AN - SCOPUS:85114453943
SN - 1355-5855
VL - 34
SP - 1078
EP - 1098
JO - Asia Pacific Journal of Marketing and Logistics
JF - Asia Pacific Journal of Marketing and Logistics
IS - 5
ER -