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The sharing economy – is trust essential? : the effect of profile quality and brand equity on trust and purchasing intention

Ramstad, Christoffer
Master thesis
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Preliminary thesis christoffer ramstad.pdf (1.036Mb)
1760096.pdf (3.902Mb)
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http://hdl.handle.net/11250/2481235
Utgivelsesdato
2017
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Samlinger
  • Master of Science [1117]
Sammendrag
The sharing economy has gained popularity in the last decade and is projected to

grow substantially in the future. Several brands from the sharing economy have

equally high valuations as the biggest brands in the traditional industry within the

same category. However, some issues need to be addressed before the high praises

can become a reality. This paper addresses a fundamental issue within the sharing

economy: trust. Trust has been addressed in business-to-commerce (B2C) and

interpersonal literature; however, there is no unique definition, and research on the

sharing economy is still scarce. How is trust created in the sharing economy and

what are its effects are open questions. This thesis examines whether the quality

perceptions of brands and peers have an effect on trust and purchasing intentions.

The remainder of this thesis is organized as follows. In the first part, the research

conceptualizes a peer’s profile quality and brand equity; and explore its effects

concerning trust in both a peer and a brand. The second parts analyses trust

antecedents in the sharing economy, addressing the different strands in the

literature. In the last part, the research investigates whether both brand trust and

peer trust significantly affect a person’s purchasing intention toward a sharing

economy company.

The thesis provides a thorough review of the state of research in brand equity,

profile quality, brand and peer trust, trust antecedents of peer and brand trust, and

their effect on purchase intention in the sharing economy. Based on the review, the

research develops 9 hypotheses and test these using an experimental design with a

2 (low brand equity vs. high brand equity) x 2 (low profile quality vs. high profile

quality) between subject design. The study is based on surveys submitted to all

types of respondents. The main finding of this study is that profile quality has direct

effects on both brand and peer trust, while brand equity has no significant direct

effect. However, brand equity was found to have a moderating effect on peer trust

when profile quality is perceived as low. In addition, brand trust and peer trust were

both found to be reliable predictors of a person’s purchase intention. Also, in line

with previous studies, the trust antecedents of ability, benevolence, and integrity

were found to be significant building stones of trust toward both peer and brand in

the sharing economy.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Utgiver
BI Norwegian Business School

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