Complexities of trust building through sociomaterial arrangements of peer-to-peer platforms

ABSTRACT

Trading on peer-to-peer tourist accommodation platforms requires a sufficient level of trust between individual consumers and service providers. This is often achieved by using mutual consumer–provider evaluations, which are perceived as a trustworthy resource for information about upcoming stays. A variety of mechanisms and metrics are used to facilitate trust building on platforms; however, trust itself is being established by the platform’s users. This study investigates the case of Airbnb to show how arrangements of sociomaterial metrics and mechanisms are embedded in trust building. Findings from a virtual ethnographic study of the platform’s users show how trust building is performed through these arrangements. Based on organizational theories of trust and sociomateriality, the study suggests that establishing both attitudes of trust and distrust on peer-to-peer platforms are equally important. When the sociomaterial arrangement fails, trust may deteriorate outside of the platform organization’s control.

KEYWORDS:

• Trust
• distrust
• online evaluations
• sociomateriality
• Airbnb

Disclosure statement

No potential conflict of interest was reported by the author(s).

Ethical declaration

This study does not require an ethical approval. All participants were informed about the study’s details and data use via an informed consent form. All information about the participants in this study is anonymized.