TRUST TRANSFER IN ONLINE TRANSPORTATION
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Keywords:
Trust Transfer, Customer Loyalty, Online Transportation, Generation
Abstract
Building trust in online transportation services is crucial due to the inherent unfamiliarity between customers and drivers. This study specifically aims to explore the dynamics of trust transfer within the realm of online transportation and its subsequent impact on fostering customer loyalty. The population in this study consists of online transportation users in Bali. The number of samples examined is 300 individuals using purposive sampling method. Data collection was executed through an online platform utilizing a Google form. Subsequently, the collected data underwent analysis using Smart PLS. The study's outcomes are noteworthy, indicating that: (1) Trust in the application has a positive effect on building trust in drivers; (2) Trust in the application significantly influences and promotes customer loyalty; (3) Trust in drivers plays a pivotal role in increasing customer loyalty; and (4) Trust in drivers acts as a partial mediator in the relationship between trust in the application and trust in drivers. These findings contribute valuable insights into the intricacies of trust dynamics within the online transportation sector.
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References
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Shao, Z., & Yin, H. (2019). Building customers’ trust in the ridesharing platform with institutional mechanisms: An empirical study in China. Internet Research, 29(5), 1040–1063. https://doi.org/10.1108/INTR-02-2018-0086
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Su, D. N., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). Effects of perceived safety, involvement and perceived service quality on loyalty intention among ride-sourcing passengers. Transportation, 48(1), 369–393. https://doi.org/10.1007/s11116-019-10058-y
Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(6), 485–498. https://doi.org/10.1002/cb.1667
Wang, X., Wang, Y., Lin, X., & Abdullat, A. (2021). The dual concept of consumer value in social media brand community: A trust transfer perspective. International Journal of Information Management, 59(February 2020), 102319. https://doi.org/10.1016/j.ijinfomgt.2021.102319
Weber, T. A. (2014). Intermediation in a sharing economy: insurance, moral hazard, and rent extraction. Journal of Management Information Systems, 31(3), 35–71.
Zhang, J. (2018). Trust Transfer in the Sharing Economy - A Survey-Based Approach. 3(2), 1–32.
Zhang, L., Yan, Q., & Zhang, L. (2018). A computational framework for understanding antecedents of guests’ perceived trust towards hosts on Airbnb. Decision Support Systems, 115, 105–116. https://doi.org/10.1016/j.dss.2018.10.002
Zheng, X., Lee, M., & Cheung, C. M. K. (2017). Examining e-loyalty towards online shopping platforms: The role of coupon proneness and value consciousness. Internet Research, 27(3), 709–726.
Amoako, G. K., Dzogbenuku, R. K., & Kumi, D. K. (2021). Service recovery and loyalty of Uber sharing economy: The mediating effect of trust. Research in Transportation Business & Management, 41, 100647.
Chen, Y., Prentice, C., Weaven, S., & Hisao, A. (2022). The influence of customer trust and artificial intelligence on customer engagement and loyalty – The case of the home-sharing industry. Frontiers in Psychology, 13(August), 1–15. https://doi.org/10.3389/fpsyg.2022.912339
Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, 62–73. https://doi.org/10.1016/j.tourman.2016.01.013
Forgas, S., Moliner, M. A., Sánchez, J., & Palau, R. (2010). Antecedents of airline passenger loyalty: Low-cost versus traditional airlines. Journal of Air Transport Management, 16(4), 229–233.
Guo, S., Liu, Y., Xu, K., & Chiu, D. M. (2017). Understanding passenger reaction to dynamic prices in ride-on-demand service. 2017 IEEE International Conference on Pervasive Computing and Communications Workshops, PerCom Workshops 2017, 42–45. https://doi.org/10.1109/PERCOMW.2017.7917517
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hawlitschek, F., Teubner, T., Adam, M. T. P., Borchers, N. S., Moehlmann, M., & Weinhardt, C. (2016). Trust in the sharing economy: An experimental framework. The Thirty-Seventh International Conference on Information Systems (ICIS).
Jain, N. K., Kamboj, S., Kumar, V., & Rahman, Z. (2018). Examining consumer-brand relationships on social media platforms. Marketing Intelligence & Planning, 36(1), 63–78.
Mao, Z. (Eddie), Jones, M. F., Li, M., Wei, W., & Lyu, J. (2020). Sleeping in a stranger’s home: A trust formation model for Airbnb. Journal of Hospitality and Tourism Management, 42, 67–76. https://doi.org/10.1016/j.jhtm.2019.11.012
Mas-Machuca, M., Marimon, F., & Jaca, C. (2021). The unexplored potential of trust to boost customer loyalty for transport platforms. Research in Transportation Business & Management, 41, 100618.
Mittendorf, C. (2017). The Implications of Trust in the Sharing Economy: An Empirical Analysis of Uber. Proceedings of the 50th Hawaii International Conference on System Sciences (2017), 50, 5837–5846. https://doi.org/10.24251/hicss.2017.703
Nguyen-Phuoc, Duy Q., Tran, P. T. K., Su, D. N., Oviedo-Trespalacios, O., & Johnson, L. W. (2021). The formation of passenger loyalty: Differences between online transportation and traditional taxi services. Travel Behaviour and Society, 24(March), 218–230. https://doi.org/10.1016/j.tbs.2021.04.006
Nguyen-Phuoc, Duy Quy, Su, D. N., Nguyen, M. H., Vo, N. S., & Oviedo-Trespalacios, O. (2022). Factors influencing intention to use on-demand shared online online transportation in Vietnam: risk, cost or sustainability? Journal of Transport Geography, 99(August 2021), 103302. https://doi.org/10.1016/j.jtrangeo.2022.103302
Nitzl, C., Roldan, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modelling, Helping researchers discuss more sophisticated models. Industrial Management and Data Systems, 116(9), 1849–1864. https://doi.org/10.1108/IMDS-07-2015-0302
Ou, C. X., Pavlou, P. A., & Davison, R. M. (2014). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS Quarterly: Management Information Systems, 38(1), 209–230. https://doi.org/10.25300/MISQ/2014/38.1.10
Park, S., & Tussyadiah, I. P. (2020). How guests develop trust in hosts: an investigation of trust formation in P2P accommodation. Journal of Travel Research, 59(8), 1402–1412.
Rayle, L., Dai, D., Chan, N., Cervero, R., & Shaheen, S. (2016). Just a better taxi? A survey-based comparison of taxis, transit, and ridesourcing services in San Francisco. Transport Policy, 45, 168–178.
Senić, V., & Marinković, V. (2014). Examining the effect of different components of customer value on attitudinal loyalty and behavioral intentions. International Journal of Quality and Service Sciences.
Shah, S. A. H., & Kubota, H. (2022). Passenger’s satisfaction with service quality of app-based ride hailing services in developing countries: Case of Lahore, Pakistan. Asian Transport Studies, 8, 1–9. https://doi.org/10.1016/j.eastsj.2022.100076
Shaheen, S., & Cohen, A. (2019). Shared ride services in North America: definitions, impacts, and the future of pooling. Transport Reviews, 39(4), 427–442.
Shao, Z., Guo, Y., Li, X., & Barnes, S. (2020). Sources of influences on customers’ trust in ride-sharing: why use experience matters? Industrial Management and Data Systems, 120(8), 1459–1482. https://doi.org/10.1108/IMDS-12-2019-0651
Shao, Z., & Yin, H. (2019). Building customers’ trust in the ridesharing platform with institutional mechanisms: An empirical study in China. Internet Research, 29(5), 1040–1063. https://doi.org/10.1108/INTR-02-2018-0086
Shen, J., Qiu, F., Li, W., & Feng, P. (2015). Exploring the effect of the telephone/online booking system on taxi service: Case study of Suzhou City in China. In CICTP 2015 (pp. 1201–1212).
Su, D. N., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). Effects of perceived safety, involvement and perceived service quality on loyalty intention among ride-sourcing passengers. Transportation, 48(1), 369–393. https://doi.org/10.1007/s11116-019-10058-y
Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(6), 485–498. https://doi.org/10.1002/cb.1667
Wang, X., Wang, Y., Lin, X., & Abdullat, A. (2021). The dual concept of consumer value in social media brand community: A trust transfer perspective. International Journal of Information Management, 59(February 2020), 102319. https://doi.org/10.1016/j.ijinfomgt.2021.102319
Weber, T. A. (2014). Intermediation in a sharing economy: insurance, moral hazard, and rent extraction. Journal of Management Information Systems, 31(3), 35–71.
Zhang, J. (2018). Trust Transfer in the Sharing Economy - A Survey-Based Approach. 3(2), 1–32.
Zhang, L., Yan, Q., & Zhang, L. (2018). A computational framework for understanding antecedents of guests’ perceived trust towards hosts on Airbnb. Decision Support Systems, 115, 105–116. https://doi.org/10.1016/j.dss.2018.10.002
Zheng, X., Lee, M., & Cheung, C. M. K. (2017). Examining e-loyalty towards online shopping platforms: The role of coupon proneness and value consciousness. Internet Research, 27(3), 709–726.
Published
2023-10-31
How to Cite
Made Purnami, N. (2023). TRUST TRANSFER IN ONLINE TRANSPORTATION. Eksis: Jurnal Riset Ekonomi Dan Bisnis, 18(1), 19 -26. https://doi.org/10.26533/eksis.v18i1.1210
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