Abstract:The purpose of the present study was to examine the relationships between motivation factors and trust in suppliers in the sharing economy and explore the moderating effect of self-identity on that relationship. For this, the present study collected data from 332 consumers of Airbnb in South Korea through a survey method. In the results, first, the quicker responsiveness of suppliers or more confidence in the personal information of suppliers consumers perceive in sharing economy platforms, the more they are l… Show more
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