Who do you trust: Peers or Technology? A conjoint analysis about computational reputation mechanisms
|Peer-to-peer sharing platforms are taking over an increasingly important role in the platform economy due to their sustainable business model. By sharing private goods and services, the challenge arises to build trust between peers online mostly without any kind of physical presence. Peer rating has been proven as an important mechanism. In this paper, we explore the concept called Trust Score, a computational rating mechanism adopted from car telematics, which can play a similar role in carsharing. For this purpose, we conducted a conjoint analysis where 77 car owners chose between fictitious user profiles. Our results show that in our experiment the telemetric-based score slightly outperforms the peer rating in the decision process, while the participants perceived the peer rating more helpful in retrospect. Further, we discuss potential benefits with regard to existing shortcomings of user rating, but also various concerns that should be considered in concepts like telemetric-based reputation mechanism that supplements existing trust factors such as user ratings.
|European Society for Socially Embedded Technologies (EUSSET)
|Proceedings of 18th European Conference on Computer-Supported Cooperative Work
|Reports of the European Society for Socially Embedded Technologies: vol. 4, no. 1
|Who do you trust: Peers or Technology? A conjoint analysis about computational reputation mechanisms
|13-17 June 2020