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Digital Identity: The effect of trust and reputation information on user judgement in the Sharing Economy

Zloteanu, M; Harvey, N; Tuckett, D; Livan, G; (2018) Digital Identity: The effect of trust and reputation information on user judgement in the Sharing Economy. PLoS One , 13 (12) , Article e0209071. 10.1371/journal.pone.0209071. Green open access

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Abstract

The Sharing Economy (SE) is a growing ecosystem focusing on peer-to-peer enterprise. In the SE the information available to assist individuals (users) in making decisions focuses predominantly on community-generated trust and reputation information. However, how such information impacts user judgement is still being understood. To explore such effects, we constructed an artificial SE accommodation platform where we varied the elements related to hosts’ digital identity, measuring users’ perceptions and decisions to interact. Across three studies, we find that trust and reputation information increases not only the users’ perceived trustworthiness, credibility, and sociability of hosts, but also the propensity to rent a private room in their home. This effect is seen when providing users both with complete profiles and profiles with partial user-selected information. Closer investigations reveal that three elements relating to the host’s digital identity are sufficient to produce such positive perceptions and increased rental decisions, regardless of which three elements are presented. Our findings have relevant implications for human judgment and privacy in the SE, and question its current culture of ever increasing information-sharing.

Type: Article
Title: Digital Identity: The effect of trust and reputation information on user judgement in the Sharing Economy
Open access status: An open access version is available from UCL Discovery
DOI: 10.1371/journal.pone.0209071
Publisher version: https://doi.org/10.1371/journal.pone.0209071
Language: English
Additional information: Copyright: © 2018 Zloteanu et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Keywords: Decision making, Social influence, Human performance, Behavior, Analysis of variance, Social media, Data processing, Ecosystems
UCL classification: UCL
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > Clinical, Edu and Hlth Psychology
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > Experimental Psychology
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
URI: https://discovery.ucl.ac.uk/id/eprint/10070767
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