상세정보
학술대회
Perceived Risks, Role, and Objectified Trustworthiness Information in the Sharing Economy
- 발행일
- 201707
- 출처
- International Conference on Ubiquitous and Future Networks (ICUFN) 2017, pp.326-331
- 협약과제
- 17HR4400, 고신뢰 사물지능 생태계 창출을 위한 TII(Trusted Information Infrastructure) S/W 프레임워크 개발, 이현우
- 초록
- Trust plays a central role of the sharing economy because there exist potential risks in P2P transactions. To mitigate those risks, both host and guest can utilize the Objectified trustworthiness information (OTI), which is not identical to reputation because higher reputation does not always mean he is trustworthy. This study aims at analyzing factors influencing the adoption intention of OTI with regard to various factors of perceived risk, role (host versus guest), usage experience, gender, and age. The regression analysis results reveal that young guests are likely to adopt OTI to mitigate perceived risk than aged hosts.
- KSP 제안 키워드
- Objectified trustworthiness, Regression Analysis, Sharing economy, perceived risk, usage experience