The initial trust in the sharing economy from the perspective of consumer and supplier

The sharing economy has some context changes compared with e-commerce and it has significance to explore the trust-building in the new context of the sharing economy. This study focuses on cognitive-based trust from the characteristics of the trustor, trustee, interaction, and environment in the three initial trust relationships of the sharing economy. The results show that reputation is the foremost factor. Recommendation from acquaintances and information quality has a greater impact on the consumer's initial trust in the platform. Perceived risk, the consumer's trust in the platform, disposition to trust, immediate response and support are essential for the consumer's initial interpersonal trust in suppliers. The supplier's initial trust in the platform depends heavily on the structural assurance and technical infrastructure of the platform. The characteristics of products or services, social presence, and social background similarity have a slight impact on the consumer's initial trust in the platform and suppliers. © 2019 Inderscience Enterprises Ltd.