Personal Trust and System Trust in the Sharing Economy: A Comparison of Community- and Platform-Based Models

Currently, new business models created in the sharing economy differ considerably and they differ in the formation of trust as well. If and how trust can be created is shown by a comparison of two examples which diverge in their founding philosophy. The chosen example of community-based economy, Community Supported Agriculture (CSA), no longer trusts the capitalist system and therefore distances itself and creates its own environment including a new business model. It is implemented within rather small groups where trust is created by personal relations and face-to-face communication. On the contrary, the example of a platform economy, the accommodation-provider company Airbnb, shows trust in the system and pushes technological innovations through the use of platform applications. It promotes trust and confidence in the progress of technology. For the conceptual analysis, the distinction between personal trust and system trust defined by Niklas Luhmann is adopted. The analysis describes two different modes of trust formation and how they push distrust or improve trust. Grounded on these analyses, assumptions on the process of trust formation within varying models of the sharing economy are formulated as well as a hypothesis about possible developments is introduced for further research.