Evaluating the Trustworthiness in Sharing Economy: A Case Study of DiDi Users in Shanxi, China

Abstract

Sharing economy is emerging phenomena in commercial marketing and growing very fast in all over the world especially in China. This study tries to investigate the trust level of people on the online sharing economy platform and the factors behind that trustworthiness. Primary data has been collected from DiDi users in Shanxi, China through monkey survey. SPSS, statistical computational tool, is used to evaluate and analyze the primary data. Correlation matrix is used to identifying the inter-dependence and the relationship between trustworthiness and ability, integrity, benevolence, predictability and safety of the consumers respectively. Regression analysis has been conducted to unveil the impact of considered variable on trustworthiness. Moreover, cross tabulation and chi-square reveal that 58.3% users affirmed that the platform is able to offer trustworthy and good services to consumer. The “DiDi” platform is most appropriate and secure to travel. The “DiDi” users are satisfied and believe that it never cheats its customers along comfort. While, “DiDi” users do not have confident that vendors on the platform are honest and trustworthy. The “DiDi” platform needs to work on vendors to sustain its users. The sharing economy is beneficial for low income level and can also enhance the quality of life.