UTICAJ ONLAJN INFORMACIJA I RECENZIJA NA UČEŠĆE U KOLABORATIVNOJ EKONOMIJI: PRIMER CARPOOLING-A

Abstract

Imajući u vidu da je u osnovi kolaborativne ekonomije (engl. collaborative economy) da se, kroz platformu, omogući direktna veza između korisnika i provajdera, pitanje poverenja predstavlja “valutu” ovog koncepta. Brojni su digitalni indikatori koji doprinose izgradnji poverenja među učesnicima ekonomije deljenja. Za potrebe ovog rada izučavane su one grupe faktora koje doprinose stvaranju interpersonalnog poverenja (tzv. interpersonal trust) kroz informisanje i elektronsku neformalnu komunikaciju (electronic Word‐Of‐Mouth, eWOM). Rad ima za cilj da utvrdi postojanje razlika u stvaranju interpersonalnog poverenja kod korisnika kolaborativne ekonomije (na primeru BlaBlaCar platforme) i kod onih koji to nisu, kao i identifikovanje komponenti koje posebno (ne)doprinose izgradnji tog poverenja. Anketiranjem 120 ispitanika uočeno je da samo oni pojedinci koji imaju iskustva u konceptu zajedničke vožnje prepoznaju ulogu i značaj platforme i svih informacija koje pronalaze na njoj, odnosno da pojedincima koji nisu korisnici platforme recenzije i rejtinzi drugih korisnika ne znače puno već svoje poverenje vezuju za ljude koje poznaju i nije im bliska ideja poverenja u tehnološki sistem.

Taking into account that the basis of the collaborative economy is to enable a direct connection between users and providers through the platform, the issue of trust is the “currency” of this concept. There are numerous digital indicators that contribute to building trust among participants in the sharing economy. For the purposes of this paper, a group of factors that contribute to the creation of interpersonal trust through information and electronic informal communication (electronic Word‐Of‐Mouth, eWOM) were studied. The aim of the paper is to determine the existence of differences in the creation of interpersonal trust among users of the collaborative economy (on the example of the BlaBlaCar platform) and among those who are not, as well as identifying the components that especially (do not) contribute to building that trust. By surveying 120 responden,ts it was observed that only those individuals who have experience in carpooling recognize the role and importance of the platform and all the information they find on it, i,.e. that to individuals who are not users of the platform, user reviews and ratings do not mean much, but they place their trust in people they know and they are not close to the idea of trusting the technological system.