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The Role of Demographics, Trust, Computer Self-efficacy, and Ease of Use in the Sharing Economy

Authors:

Joey Chiao-Yin Hsiao,

Sarita Schoenebeck,

Tawanna R. DillahuntAuthors Info & Claims

COMPASS '18: Proceedings of the 1st ACM SIGCAS Conference on Computing and Sustainable Societies

Article No.: 37, Pages 1 - 11

https://doi.org/10.1145/3209811.3209816

Published: 20 June 2018 Publication History

Abstract

The digital sharing economy has introduced opportunities for economic growth, productivity, and technological innovation. However, the adoption of sharing economy applications may be inaccessible to certain demographics, including older adults, low-income adults, and individuals who are not college educated. This research investigates how the demographic factors: trust, computer self-efficacy, and perceived ease of use, impact participation in the sharing economy. Drawing on survey data with 508 participants, we found that trust in institutions, computer self-efficacy, and perceived ease of use positively correlate to individuals' past use of and willingness to pay for future sharing economy services, but age is negatively correlated. Surprisingly, we do not find that sharing economy users are more likely to have higher trust in strangers, higher incomes, or more education. We compare our findings to existing research, discuss why institutional trust might negate other concerns about sharing economy use, and explore opportunities to support broader participation in the sharing economy.

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cover image ACM Conferences

COMPASS '18: Proceedings of the 1st ACM SIGCAS Conference on Computing and Sustainable Societies

June 2018

472 pages

ISBN:9781450358163

DOI:10.1145/3209811

Conference Chair:
Ellen Zegura
Georgia Tech

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