Milan Brkljač, Tomislav Sudarević, Dražen Marić


Sharing economy services have taken a significant place in the economies of countries around the world in the past decade. The main questions that arose from the way this type of service is used concern the decision-making process by consumers, legal norms, risks, benefits, the relationship between providers, users and electronic platforms, the influence of intermediaries and the like. This paper aims to focus on the factors that influence the consumer decision to use sharing economy services, with an emphasis on the trust factor as one of the main determinants of consumer behaviour. Trust in sharing economy services is built between consumers and service providers, as well as between consumers and providers in relation to electronic sharing platforms, respectively. The paper will present an overview of research that has so far confirmed the influence of trust, as well as an explanation of the construct.

Cite this article

Brkljač, M., Sudarević, T., & Marić, D. (2024, May 10-11). The Role of Trust: The Cornerstone of Sharing Economy Services. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, (pp. 37-41). https://doi.org/10.62863/QDAL8315