[[alternative]]Trust in the Sharing Economy for Business Sustainability: An Improvement in Terms of Customer Intention

[[abstract]] 目的–這項研究旨在從客戶的意圖傾向角度探討共享經濟中的信任永續經營。本研究以信息質量，交易安全性，品牌聲譽，品牌信任度，持續使用意圖和經濟可行性，探討鞏固共享經濟的屬性，並從信任度建立模型（TBM）和理性行動理論出發，從共享共享經濟的客戶意圖角度擴展了從客戶信任到共享經濟。本研究的目標如下：（1）從共享經濟中的客戶意圖角度開發一套有效的屬性； （2）裁定不可靠條件下屬性之間的相互關係； （3）確定可行改進的標準。 研究方法–本研究使用模糊決策試驗和評估實驗室（FDEMATEL）來確定屬性的相互關係，並預測因果組中的屬性。這項研究使用模糊DEMATEL方法來逐步取得決定性和適當的結果。 原創性/價值-共享經濟改變了業務部門，著重於共享個人所擁有的並將其管理權提供給需要它們的其他人的能力。共享經濟永續經營是線上網路業務中的一種新興模式，已為客戶，組織和行業創造了巨大的社會和財務利益。信任被認為是共享經濟平台的基本方面，因為它在客戶和服務提供商之間建立了信任永續經營紐帶。但是，共享經濟需要從客戶意願角度實現一組需要改進的屬性。 研究結果–結果表明，品牌聲譽（A3）和信息質量（A1）是驅動在共享經濟中持續使用（A6）意圖的兩個重要方面。儘管品牌信任度（A4）被認為是整個方案中受影響的屬性之一。最高因果標準被確定為提供利益（C27），合理價格（C26），安全電子付款（C9），良好信譽（C10）和有用信息（C2）。從共享經濟中的客戶意願角度來看，這五個重要標準是與改善緊密相關的戰略因素。 研究限制–提出的理論基礎是從文獻中收集的，可能導致對現有研究的依賴。由於地理位置的限制，對預定數量的專家和客戶進行了研究。也許，未來的研究應該將框架擴展到一個漸進的範圍。[[abstract]] Purpose– This study investigates the trust criteria in the sharing economy from the perspective of customer intention for business sustainability. Information quality, transaction security, brand reputation, brand trust, continual intention to use, and economic feasibility are all proposed in this study. This research combines the characteristics of the sharing economy and expands on information ranging from customer trust to improvement from a customer intention perspective in the sharing economy for business sustainability, using both the Trust Building Model (TBM) and the Theory of Reasoned Action. The objectives of this study are as follows: (1) to develop a valid set of attributes from customer intention perspective in sharing economy for business sustainability; (2) to arbitrate the interrelationships among the attributes under unreliability; and (3) to determine criteria for a practicable improvement. Methodology– The fuzzy decision-making trial and evaluation laboratory (fuzzy DEMATEL) is used in this study to confirm attribute interrelationships and anticipate attributes in cause and effect groups. The fuzzy DEMATEL method is used in this study to achieve progressively decisive and correct results. Originality/Value– The sharing economy has transformed business sectors by emphasizing the ability to share what individuals have and provide their services to others who require them. Sharing economy for business sustainability is a growing trend in online business that has resulted in enormous social and financial benefits for customers, organizations, and industries. Trust is regarded as a critical component in sharing economy platforms because it establishes a bond between customers and service providers. However, for business sustainability, the sharing economy must realize a set of attributes for improvement in terms of customer intention. Findings– The result shows that brand reputation (A3) and information quality (A1) are the two important aspects that drive the continuous intention to use (A6) in sharing economy. Although brand trust (A4) is considered to be one of the affected attributes in the overall scenario. The top causal criteria were identified as providing benefits (C27), reasonable price (C26), security about the electronic payment (C9), a good reputation (C10), and useful information (C2). These five are the important criteria that act as a strategic factor with strong connections to improvement from the customer intention perspective in sharing economy. Research Limitations– The presented attributes were collected from the literature that could lead to the dependence on the existing studies. The predetermined number of experts and customers were studied because of geological boundaries. Perhaps, future studies should expand the framework to a progressively far-reaching setting