Short answer
Focus on building a trustworthy and high-quality platform that clearly communicates its benefits to encourage user adoption in the sharing economy.
- Field
- Innovation & Markets
- Source
- Internet Research (2018)
- Method
- Quantitative survey research and structural equation modeling.
- Sample
- 295 participants
- Evidence
- Strong effect
Users are more likely to engage with sharing economy platforms when they perceive low risks, high benefits, strong trust in the platform, and high quality of the platform's technological features. This innovation & markets research insight is drawn from a 2018 study published in Internet Research. Using Quantitative survey research and structural equation modeling. with 295 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus on building a trustworthy and high-quality platform that clearly communicates its benefits to encourage user adoption in the sharing economy.
Trust and perceived quality drive sharing economy participation
Users are more likely to engage with sharing economy platforms when they perceive low risks, high benefits, strong trust in the platform, and high quality of the platform's technological features.
Internet Research · 2018
Key Findings
- 01Perceived risks negatively impact user intention to participate.
- 02Perceived benefits positively impact user intention to participate.
- 03Trust in the platform positively impacts user intention to participate.
- 04Perceived platform qualities positively impact user intention to participate.
Application
Design takeaway
Focus on building a trustworthy and high-quality platform that clearly communicates its benefits to encourage user adoption in the sharing economy.
How to apply
When designing or improving a sharing economy platform, conduct user research to understand their perceptions of risk, benefit, and trust, and invest in robust and user-friendly technology.
Project actions
- 01When researching user behaviour for a design project, consider both the positive motivations and potential deterrents.
- 02Investigate how the technological aspects of a product influence user perception and adoption.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Empirical investigation using a large sample size.
- +Application of structural equation modeling for robust analysis.
Limitations
Surveys rely on self-reported data, which might not always reflect actual behaviour. The study's specific context (Hong Kong, Uber) might limit its direct application to different services or regions.
Reliability & validity
The use of structural equation modeling provides a robust statistical framework for assessing the reliability and validity of the proposed model and its relationships. The self-reported nature of the survey data is a potential limitation for external validity.
Think critically
How might the relative importance of these factors (trust, benefits, risks, quality) differ across various sharing economy sectors (e.g., accommodation vs. task-based services)?
Design Principles
"User adoption of sharing economy services is a function of perceived value, trust, and technological efficacy."
Understanding the psychological and technological drivers of user participation is crucial for the strategic development and marketing of sharing economy services. By addressing user concerns and enhancing platform perceived value, businesses can foster greater adoption and loyalty.
What This Means for Your Design
People are more likely to use services like Uber if they feel safe, see clear advantages, trust the app, and find the app easy and good to use.
How to use in your project
- 1.Use this study to justify investigating user trust and perceived platform quality as key factors in your own design project's user research.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that user participation in sharing economy platforms is strongly influenced by perceived benefits, perceived risks, trust in the platform, and the quality of the platform's technology. These factors collectively shape the user's intention to engage with such services, highlighting the importance of a user-centric approach that addresses both psychological and functional aspects of the platform.
Source
Internet Research
Why people participate in the sharing economy: an empirical investigation of Uber
journal · 2018
View sourceQuestions About This Research
- What does the research say about trust and perceived quality drive sharing economy participation?
- Focus on building a trustworthy and high-quality platform that clearly communicates its benefits to encourage user adoption in the sharing economy. Evidence: Internet Research (2018).
- Why does "Trust and perceived quality drive sharing economy participation" matter for design?
- Understanding the psychological and technological drivers of user participation is crucial for the strategic development and marketing of sharing economy services. By addressing user concerns and enhancing platform perceived value, businesses can foster greater adoption and loyalty.
- How can designers apply this research?
- Focus on building a trustworthy and high-quality platform that clearly communicates its benefits to encourage user adoption in the sharing economy.
- What were the main findings?
- Perceived risks negatively impact user intention to participate.. Perceived benefits positively impact user intention to participate.. Trust in the platform positively impacts user intention to participate.. Perceived platform qualities positively impact user intention to participate.
- What research method was used?
- Quantitative survey research and structural equation modeling. with 295 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2018 journal from Internet Research.
- What should I do differently in my next project?
- When designing or improving a sharing economy platform, conduct user research to understand their perceptions of risk, benefit, and trust, and invest in robust and user-friendly technology.
- What are the limitations?
- The study was conducted in Hong Kong, and findings may not be generalizable to other cultural or market contexts. The focus was solely on Uber, limiting broader applicability to all sharing economy models.