On the Potency of Online User Representation: Insights from the Sharing Economy

Teubner, Timm; Adam, Marc T. P.; Hawlitschek, Florian

doi:10.1007/978-3-030-66661-3_10

Cited by 4 publications

(2 citation statements)

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“…Platform institutional regulation ensures the security of transactions by stipulating standards, while platform trust regulation focuses on promoting transaction efficiency based on mutual trust. In the study of the platform economy, some scholars have studied customers' risk perceptions of mechanisms such as audit and certification mechanisms, platform guarantee mechanisms, dispute resolution mechanisms, privacy guarantee mechanisms, and value perceptions [17,18] . The better the platform system regulation, the better the rights and interests of users, and the security of transactions can be protected, so that users can achieve their purposes more efficiently when using the platform for transactions or exchanges.…”

Section: The Effect Of Institutional Marketing Regulation On Customer...mentioning

confidence: 99%

The effect of institutional marketing regulation on customers' willingness to participate in value co-creation: the mediating role of customer value perception

2023

AJBM

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The rapid development of the platform economy makes platform institutional marketing gradually become an important means for platform companies to attract customers to use and participate in platform activities. On the one hand, platform companies guarantee users' transaction rights and interests based on a certain intensity of regulation to enhance customers' willingness to participate in value co-creation, and on the other hand, they promote customers' willingness to participate in value cocreation by establishing trust relationships with users. Based on the SOR model, this paper investigates the influence mechanism of institutional marketing regulation on customers' willingness to participate in value co-creation based on value perception theory with three-dimensional value perception as the mediating variable. The relationship between the variables in the conceptual model is tested empirically using questionnaires, and it is concluded that: institutional marketing regulation positively affects customers' willingness to participate in value co-creation; value perception mediates the positive relationship between institutional marketing regulation and customers' willingness to participate in value co-creation; and there is a direct effect of platform institutional regulation on customers' willingness to participate in value co-creation, and there is a direct effect of platform trust regulation on customers' willingness to participate in value co-creation. There is no direct effect of platform trust regulation on customers' willingness to participate in value co-creation.

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Section: The Effect Of Institutional Marketing Regulation On Customer...mentioning

confidence: 99%

The effect of institutional marketing regulation on customers' willingness to participate in value co-creation: the mediating role of customer value perception

2023

AJBM

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“…A crucial design decision thus pertains to how users should be represented in the micro-community. On most platforms, they can upload a photograph of themselves as their digital representation (Hesse et al 2020;Lee et al 2014), typically in the form of portrait-like profile pictures (Teubner et al 2021). Thereby, the platform employs a key feature of virtually all forms of social exchange in the real world: the processing of visual appearance in face-to-face encounters.…”

Section: Introductionmentioning

confidence: 99%

Facing Reciprocity: How Photos and Avatars Promote Interaction in Micro-communities

Teubner

Camacho

2023

Group Decis Negot

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Online platforms facilitate the formation of micro-communities on the Internet by enabling exchange between locally dispersed individuals. Since all interactions are mediated through the online platform, user representation plays a critical role for such communities. Grounded in Social Exchange Theory, we report results of a behavioral experiment on the role of user profile photos and avatars for the emergence of network structures over time. While overall network value increases slightly, the underlying structures of exchange shift systematically from many weak ties to fewer but significantly stronger reciprocal exchange relations. Interestingly, despite representing users in a highly abstracted way, avatars yield outcomes comparable to those when using actual photographs. We discuss theoretical and practical implications of how online platforms can leverage social cues such as profile photos and avatars to manage and support micro-communities.

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First vs. Lasting Impressions: How Cognitive and Affective Trust Cues Coordinate Match-Making in Online Sharing Platforms

Teubner,

Dann,

Hawlitschek

et al. 2023

Group Decis Negot

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Digital platforms facilitate the coordination, match making, and value creation for large groups of individuals. In consumer-to-consumer (C2C) online sharing platforms specifically, trust between these individuals is a central concept in determining which individuals will eventually engage in a transaction. The majority of today’s online platforms draw on various types of cues for group coordination and trust building among users. Current research widely accepts the capacity of such cues but largely ignores their changing effectiveness over the course of a user’s lifetime on the platform. To address this gap, we conduct a laboratory experiment, studying the interplay of cognitive and affective trust cues over the course a multi-period trust experiment for the coordination of groups. We find that the trust-building capacity of affective trust cues is time-dependent and follows an inverted u-shape form, suggesting a dynamic complementarity of cognitive and affective trust cues.

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On the Potency of Online User Representation: Insights from the Sharing Economy

Cited by 4 publications

References 50 publications

The effect of institutional marketing regulation on customers' willingness to participate in value co-creation: the mediating role of customer value perception

The effect of institutional marketing regulation on customers' willingness to participate in value co-creation: the mediating role of customer value perception

Facing Reciprocity: How Photos and Avatars Promote Interaction in Micro-communities

First vs. Lasting Impressions: How Cognitive and Affective Trust Cues Coordinate Match-Making in Online Sharing Platforms

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