Non-market Strategies and Building Digital Trust in Sharing Economy Platforms

Although research on non-market strategies and the sharing economy (SE) have grown exponentially, there remains limited insight on how actors in the sharing economy ecosystem engage in non-market activities to achieve their goals. In this paper, we develop and present digital trust building as a crucial building block of a successful sharing economy ecosystem. We develop a conceptual framework to highlight the different non-market strategies that sharing economy platform providers (SEPPs) cultivate and leverage trust for enhanced performance among stakeholders in the sharing economy.