Building trust and enhancing consumers' participation are critical for the growth of peer-to-peer sharing economy. This research explores the effect of driver username on passengers' intention to use ride-sharing service and its underlying psychological mechanisms. The results indicate that driver username has a significant impact on passengers' intention to use ride-sharing service, as a driver with a real name elicits greater intention to use ride-sharing service than a driver with a screen name (studies 1, 2, 3a, 3b, and 3c). In addition, the effect of driver username on passengers' intention to use ride-sharing service is serially mediated by social presence and trust (study 2). Importantly, the effect of driver username on passengers' intention to use ridesharing service is moderated by driver reputation (studies 3a, 3b, and 3c). A high (vs. low) reputation facilitates the impact of driver username on passengers' usage intention. Based upon these findings, theoretical and practical implications are discussed.

Though the ride-sharing industry has grown vigorously in recent years, it suffers an excess of perceived risks and a lack of trust, which hamper the participation of potential consumers. This study aims to probe the impact of male driver username on female passengers' intention to use ride-sharing service. It reveals that username significantly influences passengers' ridesharing intention. Participants demonstrate higher levels of ride-sharing intention, social presence and trust, and a lower level of perceived risk toward a driver with a real (vs. screen) name. The main effect of username is also supported by the electrophysiological data (i.e., P300 component). The research findings could enrich the literature on online profiles and sharing economy and enlighten the practice in promoting ride-sharing service.