Quotation Hofmann, Eva, Hartl, Barbara, Penz, Elfriede. 2017. Power versus trust – what matters more in collaborative consumption? Journal of Services Marketing. 31 (6), 589-603.




Collaborative consumption, such as car sharing, specifically implicates customer-to-customer interaction, which must be regulated by service providers (companies, peers and self-regulating communities), comprising different challenges for business organizations. While in conventional business relations, consumers are protected from undesirable customer behavior by laws, regulations (power) in the context of collaborative consumption are rare, so that trust becomes more relevant. It is the purpose of the study to investigate possible mechanisms to prevent undesirable customers in collaborative consumption. In between subject designs, samples of 186 and 328 consumers filled in experimental online questionnaires with vignettes. Analyses were made of differences among car sharing companies, private persons and car sharing communities in terms of the power of providers, trust in providers and trust in other users of the shared goods, undesirable customer behavior and consumer–provider relations. Companies, private persons and self-regulating communities differ in terms of perceived power and trust. Participants specifically perceive mainly coercive power with the car sharing company, but with the private person and the community, reason-based trust in other users is perceived as prevalent. Nevertheless, undesirable customer behavior varies only marginally over the models.The present study is the first to investigate measures to prevent undesirable customer behavior over different collaborative consumption models. This enables appropriate identification of market segments and tailoring of services. The study identifies opportunities for companies in contrast to private persons and self-regulating communities and, in doing so, provides important stimulation for marketing strategy and theory development.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Services Marketing
Citation Index SSCI
WU-Journal-Rating new MAR-C, STRAT-C
Language English
Title Power versus trust – what matters more in collaborative consumption?
Volume 31
Number 6
Year 2017
Page from 589
Page to 603
Reviewed? Y
URL https://www.emeraldinsight.com/doi/pdfplus/10.1108/JSM-09-2015-0279
DOI http://dx.doi.org/10.1108/JSM-09-2015-0279
Open Access Y
Open Access Link https://www.emeraldinsight.com/doi/full/10.1108/JSM-09-2015-0279


Hofmann, Eva (Former researcher)
Hartl, Barbara (Details)
Penz, Elfriede (Details)
Institute for International Marketing Management IN (Details)
Competence Center for Empirical Research Methods WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5320 Marketing (Details)
5502 Occupational-, industrial psychology (Details)
5504 Experimental psychology (Details)
5511 Social psychology (Details)
5517 Organisational psychology (Details)
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