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Факторы обеспечения доверия во взаимодействии с онлайн-платформой совместного потребления Airbnb
The popularity and demand for online sharing platforms is one of the key trends in the modern economy. Fewer and fewer people are making a choice in favor of personal ownership of certain goods, preferring joint consumption. Such platforms are characterized by interaction between strangers, where trust is an integral condition of this process. Airbnb is the largest online sharing service designed for short-term rental housing. The article identifies factors affecting consumer confidence in landlords offering their properties on the Airbnb online platform, as well as in the service itself. The methodology of the research is based on content analysis of feedback from platform participants with subsequent processing of information by means of reversion and operationalization. As a result, a model of aggregate consumer confidence in the Airbnb online platform was presented.