The Influence of Regulation on Trust and Risk Preference in Sharing Communities

Marth, Sarah and Sabitzer, Thomas and Hofmann, Eva ORCID: and Hartl, Barbara and Penz, Elfriede ORCID: (2020) The Influence of Regulation on Trust and Risk Preference in Sharing Communities. Frontiers in Psychology, 11 (1369). ISSN 1664-1078

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Sharing within communities has gained popularity in recent years. However, taking part in a community also comes with a certain amount of risk. This perceived amount of risk can be contained by regulations within a community as well as by potential participants’ trust in the community and the other members. We argue for a relation between regulation and the willingness to take the risk of joining a sharing community with trust as a mediator. Thereby, we distinguish between two kinds of regulation (soft and harsh regulation) and two kinds of trust (implicit and reason-based trust) on two different levels (vertical and horizontal trust). In one laboratory and one online experiment with 432 participants overall, we found that the compound of high soft and low harsh regulation increases participants’ willingness to take the risk of participation and that the effect of soft regulation is mediated mainly by vertical and horizontal reason-based trust. Based on our results, we encourage sharing communities to count on soft regulation in order to increase potential members’ trust in the community and therefore take the risk to participate.

Item Type: Article
Additional Information: This research was financed by grant number P29693-G29 from the Austrian Science Fund (FWF). The fund included financial support for the researchers and in part the payment of participants. Furthermore, the payment of participants was partly financed by the WULABS Small Project Grant provided by the Competence Center for Experimental Research at the Vienna University of Economics and Business.
Keywords: sharing economy, communities, harsh regulation, soft regulation, trust, risk preference
Divisions: Departments > Marketing > Internationales Marketing Management
Departments > Marketing > Marketing und KonsumentInnenforschung
Kompetenzzentren > Empirische Forschungsmethoden
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 01 Jul 2020 11:30
Last Modified: 01 Jul 2020 11:30
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