Marth Sarah, Sabitzer Thomas, Hofmann Eva, Hartl Barbara, Penz Elfriede
Institute Marketing and Sales, University of Applied Sciences Wiener Neustadt, Wiener Neustadt, Austria.
Competence Center for Empirical Research Methods, Vienna University of Economics and Business, Vienna, Austria.
Front Psychol. 2020 Jun 30;11:1369. doi: 10.3389/fpsyg.2020.01369. eCollection 2020.
Sharing within communities has gained popularity in recent years. However, taking part in a community also comes with a certain amount of risk. This perceived amount of risk can be contained by regulations within a community as well as by potential participants' trust in the community and the other members. We argue for a relation between regulation and the willingness to take the risk of joining a sharing community with trust as a mediator. Thereby, we distinguish between two kinds of regulation (soft and harsh regulation) and two kinds of trust (implicit and reason-based trust) on two different levels (vertical and horizontal trust). In one laboratory and one online experiment with 432 participants overall, we found that the compound of high soft and low harsh regulation increases participants' willingness to take the risk of participation and that the effect of soft regulation is mediated mainly by vertical and horizontal reason-based trust. Based on our results, we encourage sharing communities to count on soft regulation in order to increase potential members' trust in the community and therefore take the risk to participate.
近年来，社区内的共享活动越来越受欢迎。然而，参与一个社区也伴随着一定程度的风险。这种感知到的风险量可以通过社区内的规则以及潜在参与者对社区和其他成员的信任来控制。我们主张规则与承担加入共享社区风险的意愿之间存在一种关系，信任作为中介。因此，我们在两个不同层面（纵向信任和横向信任）区分了两种规则（软性规则和硬性规则）以及两种信任（隐性信任和基于理性的信任）。在一项共有432名参与者的实验室实验和一项在线实验中，我们发现高软性规则和低硬性规则的组合会增加参与者承担参与风险的意愿，并且软性规则的影响主要由纵向和横向基于理性的信任介导。基于我们的研究结果，我们鼓励共享社区依靠软性规则，以增加潜在成员对社区的信任，从而冒险参与。
