Empirical analysis to investigate the relationship between digital sharing economy and digital trust

Abstract This study examines the digital sharing economy, where online platforms mediate the exchange of assets and services such as accommodation and car rentals, while raising critical trust-related challenges. The study addresses the following research question: What factors influence consumers’ digital trust in sharing economy platforms and service providers, and how does this trust affect their intention to participate in digital sharing economy services? Building on a comprehensive literature review, a conceptual model of digital trust is developed, incorporating the role of open innovation. Survey data were collected from 387 respondents in Saudi Arabia and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that structural assurance, competence, benevolence, integrity, and familiarity play significant roles in shaping consumers’ trust in both platforms and service providers. In turn, trust in these actors significantly influences consumers’ intention to engage in digital sharing economy services. The results also indicate that digital trust differs across age and gender groups. This research contributes to the literature by clarifying the key antecedents and outcomes of digital trust in the digital sharing economy and offers practical implications for policymakers and platform managers seeking to foster trust and sustainable participation.