Purpose

To deepen the understanding of how trust could be increased in C2C and B2C

relationships online through personal information and opinions in reviews. By

having the phenomenon of the Sharing Economy as an empirical context for how

trust could be increased through personal information and opinions online, the

study aims to contribute to the ever so important questions regarding how trust

online could be increased between individuals (C2C) and between companies and

consumers (B2C).

Methodology and Design

A qualitative method was conducted to enable a deeper understanding of the

purpose and the research questions. As a preparation and inspiration for our data

collection, a “pre-study” was conducted with one CEO and two experts of the

phenomenon of the Sharing Economy. Interviews were then held with consumers

about for example the receptivity to share personal information and opinions

online and trust building online.

Findings

The authors of this study found a variety motivators and hindrances for individuals

to share personal information and opinions through reviews online. Based on

these findings, a model consisting of 4 characters was developed, describing how

the receptivity is for individuals to share personal information and opinions in

order to increase trust in C2C and B2C relationships.

Originality

Previous research has shown that trust C2C and B2C online is difficult to establish

and is in need of more attention. By having the phenomenon of the Sharing

Economy as an empirical context of how trust in C2C and B2C relationships could

be increased through personal information and opinions in reviews, this study

contribute to the existing trust-literature with new and interesting ways of how to

increase trust C2C and B2C in other contexts as well.

Keywords

Collaborative Consumption, The Sharing Economy, C2C, B2C, trust, information

risk, reward, reviews, opinions, receptivity, sharing