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Detta är en Kandidat-uppsats från Umeå universitet/Institutionen för informatik; Umeå universitet/Institutionen för informatik

Sammanfattning: The sharing economy has become more common in the last couple of years, however a big challenge that arises is that location-based services are malfunctional in places with a smaller population. In this context, platforms offering several services would for that reason be more suitable, although it raises another problem - how to make people trust a new platform. With aid from existing sharing platforms, this study aims to find the most important factors that generates trust in new sharing platforms. Our research questions thus follows: What is the meaning of trust to users of sharing platforms? and What strategies are used for generating trust in sharing platforms? In order to answer these research questions, we have carried out interviews with employees on sharing platforms, and distributed a survey addressed towards users of existing sharing platforms. The results show that the most essential factor for generating trust is the user profile, and the opportunity for interaction as it presents evidence for the user about the existence of the other party and whether he or she should be trusted or not. Consequently, our recommendation is to develop sharing platforms with a great focus on the functionality to forming trustworthy user profiles.

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