Assessing Economic Value of Reducing Perceived Risk in The Sharing Economy: The Case of Ride-sharing Services

Hong, Soo Jeong (2017) Assessing Economic Value of Reducing Perceived Risk in The Sharing Economy: The Case of Ride-sharing Services. Americas Conference on Information Systems (AMCIS).

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Abstract

This study examines what types of perceived risks influence consumers’ and non-consumers’ willingness to pay for ride-sharing services as a representative of the sharing economy. Choice experiment models are constructed to capture consumers’ and non-consumers’ perceptions of the relative importance of each service attribute reducing perceived risk. Results show individuals’ utility significantly increases when the service does not require private information from consumers, provides a driver-tracking system, requires a commercial driver’s license from drivers, offers a driver-review system, comprehensively compensates for negative incidents, and guarantees a minimum wage and benefit plan for drivers. This research contributes to a deeper understanding of the role of perceived risk in the sharing economy, and suggests theoretical and practical implications that can assist companies and policy makers.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
T Technology > T Technology (General)
Divisions: Faculty of Industrial Engineering and Informatics > Information System
Depositing User: staff repository 1
Date Deposited: 06 Aug 2018 18:51
Last Modified: 06 Aug 2018 18:51
URI: http://repository.ittelkom-pwt.ac.id/id/eprint/2303

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