LAUSR

Abstract When using technological platforms embedded in the sharing economy individuals tend to trust the platform's human-like technological features more than its system-like features. In this paper, we investigate this idea by drawing on concepts from the distributed trust model, social cognitive theory, and affordance theory to compare the effects of human-like trusting beliefs and system-like trusting beliefs on four outcome variables—enjoyment, usefulness, trusting intention, and continuance intention—in two different contexts: Airbnb and “traditional” online travel booking websites (e.g., Expedia.com). The results suggest that in the context of Airbnb, human-like trusting beliefs have a greater effect on usefulness, enjoyment, trusting intention, and continuance intention than do system-like trust. In the context of traditional online travel booking websites, the results show that human-like and system-like trusting beliefs are at least of equal importance and specifically that the human-like trusting beliefs have a greater impact on perceived usefulness and perceived enjoyment, while system-like trusting beliefs have a greater effect on trusting intention and continuance intention. We also compare the effects of human-like and system-like trusting beliefs between contexts. Implications for research and managerial considerations are also discussed.