Postprint version. Published in Asia Pacific Journal of Marketing and Logistics, Volume 33, Issue 6, January 1, 2021, pages 1498-1512.
The definitive version is available at https://doi.org/https://doi.org/10.1108/APJML-02-2020-0085.
In China, with the rapid dissemination of mobile communications technology along with congested traffic and increasingly expensive transportation costs, consumers are turning to smartphone-enabled, ride-sharing services. Sharing economy requires trust in strangers. Based on trust transfer theory and a dyadic conceptualization of trust from cognitive to affective, the purpose of this study is to examine trust building through the use of Didi, a third-party, ride-sharing platform that mediates exchanges among strangers.
© 2021 Emerald Publishing.
Number of Pages
This article is © Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Publishing Limited.