Understanding Resource Sharing in C2C Platforms: The Role of Picture Humanization

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dc.contributor.authorTeubner, Timmen_NZ
dc.contributor.authorAdam, Marc T Pen_NZ
dc.contributor.authorCamacho, Soniaen_NZ
dc.contributor.authorHassanein, Khaleden_NZ
dc.date.accessioned2014-12-04T01:20:12Z
dc.date.available2014-12-04T01:20:12Z
dc.date.copyright2014en_NZ
dc.date.issued2014en_NZ
dc.description.abstractSharing spare resources on C2C web platforms yields economic advantages for users on both supply and demand sides. It also increases resource efficiency by enabling better utilization patterns, which in turn provides societal and environmental benefits. Establishing trust among users is a key factor in facilitating the sharing of resources in such platforms. Among other methods, the use of profile pictures has proven to increase trust in peer-to-peer interactions. However, this comes at a considerable cost of privacy. In this study, we compare different levels of user representations (i.e. picture humanization) in a lab experiment involving 216 users and analyze their effect on users’ sharing behaviour on a C2C platform. Our results indicate that an increased level of picture humanization increases users’ perception of social presence and decreases their perception of anonymity. In turn, perceived anonymity has a marginal negative impact on users’ sharing behaviour while perceived social presence impacts positively users’ sharing behaviour through a path that involves trust and perceived reciprocity.en_NZ
dc.identifier.citationProceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand
dc.identifier.isbn978-1-927184-26-4
dc.identifier.urihttps://hdl.handle.net/10292/8101
dc.publisherACIS
dc.rights.accessrightsOpenAccess
dc.titleUnderstanding Resource Sharing in C2C Platforms: The Role of Picture Humanizationen_NZ
dc.typeConference Contribution
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Proceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand