Consumo colaborativo em plataformas de social commerce: investigando o impacto das motivações na relação entre confiança e experiências sociais.

Abstract

This dissertation aimed to investigate how collaborative consumption practices are configured in social commerce platforms in the relationship with trust and social experience. Based on the literature, social commerce environments are facilitators and drivers in the construction of collaborative consumption practices. In methodological terms, it corresponds to the application of a survey and the use of structural equation modeling that aimed to investigate the factors that lead to trust and, consequently, stimulate social experiences in shared transport services. The results showed that trust is stimulated by the comments and evaluations of social commerce environments and by aspects related to environmental awareness, they also show that the financial aspects impact on the decision to use collaborative consumption practices, but it is not a base variable for the building trust and social experience. The results of the present study can contribute to understanding how aspects related to the motivation of collaborative consumption impact on trust and stimulate better social experiences.