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Power versus trust - what matters more in collaborative consumption?

Hofmann, Eva and Hartl, Barbara and Penz, Elfriede (2017) Power versus trust - what matters more in collaborative consumption? Journal of Services Marketing, 31 (6). pp. 589-603. ISSN 0887-6045

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Abstract

Purpose - Collaborative consumption, such as car sharing, speci fi cally implicates customer-to-customer interaction, which must be regulated by service providers (companies, peers and self-regulating communities), comprising different challenges for business organizations. While in conventional business relations, consumers are protected from undesirable customer behavior by laws, regulations (power) in the context of collaborative consumption are rare, so that trust becomes more relevant. It is the purpose of the study to investigate possible mechanisms to prevent undesirable customers in collaborative consumption. Design/methodology/Approach - In between subject designs, samples of 186 and 328 consumers fi lled in experimental online questionnaires with vignettes. Analyses were made of differences among car sharing companies, private persons and car sharing communities in terms of the power of providers, trust in providers and trust in other users of the shared goods, undesirable customer behavior and consumer - provider relations. Findings - Companies, private persons and self-regulating communities differ in terms of perceived power and trust. Participants speci fi cally perceive mainly coercive power with the car sharing company, but with the private person and the community, reason-based trust in other users is perceived as prevalent. Nevertheless, undesirable customer behavior varies only marginally over the models. Originality/value - The present study is the first to investigate measures to prevent undesirable customer behavior over different collaborative consumption models. This enables appropriate identification of market segments and tailoring of services. The study identifies opportunities for companies in contrast to private persons and self-regulating communities and, in doing so, provides important stimulation for marketing strategy and theory development.

Item Type: Article
Additional Information: The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/0887-6045.htm. This research was financed by grant number P24863-G16 from the Austrian Science Fund (FWF).
Keywords: Trust, Power, Cooperation, Customer-to-customer interaction, Collaborative consumption, Undesirable customer
Divisions: Kompetenzzentren > Empirische Forschungsmethoden
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 06 Jun 2018 15:48
Last Modified: 06 Jun 2018 16:22
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/86261/
URI: http://epub.wu.ac.at/id/eprint/6352

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