Consumers’ Trust in Sharing Economy Peer-To-Peer Platforms: A Case Study of Online Food Delivery in Hanoi, Vietnam

Abstract

Purpose: The purpose of this study is to the influence of trust on consumers’ transactional intention within a P2P sharing platform focusing on consumers who used OFD in Hanoi, Vietnam.   Design/methodology/approach: A structured questionnaire is developed in a Google Form and distributed mainly through web-based and telephone-based platforms. In total, 240 valid responses were collected from Hanoi. To ensure the study's reliability and representativeness while minimizing bias, a convenience sampling method is employed, considering the demographic distribution of consumers across different age groups, genders, occupations, income levels, and various online food delivery platforms, income, frequency of consumption, and average expense. Analytical techniques included descriptive statistics, Cronbach’s Alpha reliability testing, and multiple regression analysis.   Results and discussions: Findings revealed that four of the seven factors examined exerted a significant positive impact on Consumers’ Intention to Transact: "Consumer’s Trust in supplying Peer’s Integrity”, "Consumer's Trust in Products Ability”, "Consumer’s Trust in supplying Peer’s Benevolence”, and "Consumer’s Trust in Platform’s Integrity”. Conversely, while “Consumer’s Trust in supplying Peer’s Ability”, “Consumer’s Trust in Platforms Ability”, and “Consumer’s Trust in Platform’s Benevolence” do influence ‘Customers’ Intention to Transact’, their effect lacks statistical significance.   Research Implications: This research sheds light on Vietnam's Sharing Economy, showcasing its transformative impact and governmental support. It focuses on the developing OFD sector, highlighting its rapid growth and significance. By adopting a trust-based research model, the study offers insights into consumer behavior within OFD platforms, contributing to the understanding of trust dynamics.   Originality/Value: The research provides a theoretical foundation for understanding trust's role in shaping consumer behavior and transactional intentions, laying the groundwork for empirical research and practical applications. Practically, the study offers actionable insights for policymakers and industry players. It emphasizes the importance of integrity, reliability, and effective communication in building consumer trust.