Først kom tillid. Fra ejerskab til adgang

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Først kom tillid. Fra ejerskab til adgang

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Title: Først kom tillid. Fra ejerskab til adgang
Et netnografisk studie af tillid på de digitale platforme
Author: Linette, Meth Nielsen; Camilla, Frederiksen
Abstract: Sharing economy is the result of a technological revolution and the key to this is trust. Trust is determined for sharing economy to exist, to have people interact with each other and share latent resources globally. This master thesis examines trust through a communicational perspective in sharing economy. The sharing economy is viewed from a technological perspective, referred to as sharing technology. It is a case study of how sharing technology and trust are both socially constructed and at the same time constructing patterns of interac-­‐ tion. Trust is what makes it possible for participants to engage in relations with others, as trust reduces the complexity and insecurity that is part of every social setting. Although we consider trust as being the main ingredient in sharing technology, we also consider control and transparency as two important ingredients We have developed a framework to understand how control mechanisms and trust-­‐ building strategies are used in an empirical context and to argue for that trust and control are parallel concepts, which are of a supplementary character in generating trust on a digital plat-­‐ form. In addition, we argue through our framework that trust-­‐building strategies and control mechanisms have an impact on trust level, and that trust level moderates the effect of cont-­‐ rol mechanisms in determining the control level. Furthermore, we suggest that the level of control and trust have an impact on trustor and trustee’s ability, benevolence and integrity, which give an indication of how trust is build in digital interaction systems Based on our analysis of the trust-­‐building strategies and control mechanism we can conclude that trust can arise when safety, information sharing and adaptation are communi-­‐ cated to users and between users on the digital platforms. Furthermore, when this communi-­‐ cation is controlled by process transparency, structure and culture to ensure that users are communicating in the most appropriate manner and in a way where platforms can monitor and thereby also have the opportunity to influence the users’ trust and risk propensity
URI: http://hdl.handle.net/10417/5633
Date: 2016-03-01
Pages: 136 s.
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