The Sharing Economy can also be called the Economy of Trust. Trust can be defined as an attitude,... more The Sharing Economy can also be called the Economy of Trust. Trust can be defined as an attitude, a feeling, that is culturally and historically determined, and that is why we hypothesized that there might be differences between countries. The aim of our research is to discover how one of the most known Sharing Economy businesses, Airbnb, engages trust among its users. We have conducted a cross cultural study into two different countries, Italy and Ukraine. In order to explore and analyze the topic, we used a qualitative approach based on collecting data by conducting face-to-face interviews of males and females between 20 and 25 years old (CreActives). And interesting fact is that a lot of people in Ukraine do not even know about the existence of the Airbnb service, while in Italy the situation is opposite. In both countries, people, who we interviewed, use Airbnb service just for traveling. In Italy, people use Airbnb to travel everywhere, inside their own country, through Europe but also to other continents. In Ukraine, the use of Airbnb is reduced to almost nothing. People use Airbnb only in the case of traveling abroad (Europe or America), but not inside their own country. All Ukrainians underlined their motives for why they use Airbnb rather than traditional accommodation or other similar hospitality services, and they spoke about the importance of a personal contact between a host and a guest. Not all the Italians attach such a high importance to the personal contact, for this sample the results are more complex. We conclude that there are effectively some differences in trust levels between the two countries, which can be attributed to cultural differences.
The Sharing Economy can also be called the Economy of Trust. Trust can be defined as an attitude,... more The Sharing Economy can also be called the Economy of Trust. Trust can be defined as an attitude, a feeling, that is culturally and historically determined, and that is why we hypothesized that there might be differences between countries. The aim of our research is to discover how one of the most known Sharing Economy businesses, Airbnb, engages trust among its users. We have conducted a cross cultural study into two different countries, Italy and Ukraine. In order to explore and analyze the topic, we used a qualitative approach based on collecting data by conducting face-to-face interviews of males and females between 20 and 25 years old (CreActives). And interesting fact is that a lot of people in Ukraine do not even know about the existence of the Airbnb service, while in Italy the situation is opposite. In both countries, people, who we interviewed, use Airbnb service just for traveling. In Italy, people use Airbnb to travel everywhere, inside their own country, through Europe but also to other continents. In Ukraine, the use of Airbnb is reduced to almost nothing. People use Airbnb only in the case of traveling abroad (Europe or America), but not inside their own country. All Ukrainians underlined their motives for why they use Airbnb rather than traditional accommodation or other similar hospitality services, and they spoke about the importance of a personal contact between a host and a guest. Not all the Italians attach such a high importance to the personal contact, for this sample the results are more complex. We conclude that there are effectively some differences in trust levels between the two countries, which can be attributed to cultural differences.
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Papers by Jessica Rosco