A influência da confiança na intenção de uso dos serviços de economia compartilhada: uma análise a partir da experiência brasileira

Abstract

This study deals with Sharing Economy with a focus on trust, intention to use and experience of use. Therefore, the research objective was to analyze the influence of trust on the intention to use Sharing Economy services, considering previous experience in this type of service. The originality of this thesis is justified by the object of analysis of the research (Sharing Economy) when seeking to better understand a subject that is still on the rise in the academy and in the market, adding the bias of trust, intention of use and experience, since they are topics relevant to the understanding of the phenomenon. In addition, this study was carried out from the perspective of the Brazilian context, a place with unique characteristics that provides a broader view on the subject for the national context. To carry out the research, an investigation model was proposed on the themes elaborated from the theoretical basis. With regard to the methodological aspects of the research, the study is characterized as descriptive with a quantitative approach, being carried out from a cross-sectional survey. It is noteworthy that the construction of the research instrument was developed from existing scales in the literature, requiring its adaptation to the Brazilian context and pre-test. The population of this study was composed of Brazilians over 18 years of age who had already heard about the Sharing Economy. At the end of the collection, 942 valid questionnaires were obtained, which were analyzed using descriptive and multivariate statistics. The main results are: i) differences were identified in relation to the profile of respondents who have experience using shared services and those who do not; ii) it is observed that the number of people with user experience who participated in the study is quite expressive (95.3%) compared to the number of people who knew about the services, but had never used them (4.7%); iii) it appears that most respondents have not changed their behavior in using shared services since the COVID-19 pandemic (n = 609), regardless of their previous experience with these services; iv) despite the differences in means between the surveyed groups, Trust in the User Community was the construct that presented the highest means of the dimensions of trust, followed by Trust in the Product, Trust in the Platform, and Trust in the Peer; v) when testing the proposed theoretical model, a lack of predictive relevance was discovered when inserting the User Experience dimension as a moderating variable, requiring its exclusion. Furthermore, support was obtained for three of the four hypotheses, indicating that trust in the platform, in the product and in the user community positively influences the intention to use shared services, while trust in the peer has no direct influence on the Intention to Use Finally, a mediation was found between trust in the peer and the intention to use shared services. It is concluded that this study brought theoretical, practical and social contributions, as discussed throughout the research, helping different areas.