Consumers’ Trust in Sharing Economy Peer-To-Peer Platforms: A Case Study of Online Food Delivery in Hanoi, Vietnam




Trust, Sharing Economy, P2P, OFD, C2C, Vietnam


Purpose: The purpose of this study is to the influence of trust on consumers’ transactional intention within a P2P sharing platform focusing on consumers who used OFD in Hanoi, Vietnam.


Design/methodology/approach: A structured questionnaire is developed in a Google Form and distributed mainly through web-based and telephone-based platforms. In total, 240 valid responses were collected from Hanoi. To ensure the study's reliability and representativeness while minimizing bias, a convenience sampling method is employed, considering the demographic distribution of consumers across different age groups, genders, occupations, income levels, and various online food delivery platforms, income, frequency of consumption, and average expense. Analytical techniques included descriptive statistics, Cronbach’s Alpha reliability testing, and multiple regression analysis.


Results and discussions: Findings revealed that four of the seven factors examined exerted a significant positive impact on Consumers’ Intention to Transact: "Consumer’s Trust in supplying Peer’s Integrity”, "Consumer's Trust in Products Ability”, "Consumer’s Trust in supplying Peer’s Benevolence”, and "Consumer’s Trust in Platform’s Integrity”. Conversely, while “Consumer’s Trust in supplying Peer’s Ability”, “Consumer’s Trust in Platforms Ability”, and “Consumer’s Trust in Platform’s Benevolence” do influence ‘Customers’ Intention to Transact’, their effect lacks statistical significance.


Research Implications: This research sheds light on Vietnam's Sharing Economy, showcasing its transformative impact and governmental support. It focuses on the developing OFD sector, highlighting its rapid growth and significance. By adopting a trust-based research model, the study offers insights into consumer behavior within OFD platforms, contributing to the understanding of trust dynamics.


Originality/Value: The research provides a theoretical foundation for understanding trust's role in shaping consumer behavior and transactional intentions, laying the groundwork for empirical research and practical applications. Practically, the study offers actionable insights for policymakers and industry players. It emphasizes the importance of integrity, reliability, and effective communication in building consumer trust.


Download data is not yet available.


Anderson, J. and Gerbing, D. (1988) Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103, 411-423.

Apte, U. M., Davis, M. M. (2019). Sharing Economy Services: Business Model Generation. California Management Review, 61(2), 104-131 (2019).

Avital, M., J. M. Carroll, A. Hjalmarsson, N. Levina, A. Malhotra, and A. Sundararajan (2015). The Sharing Economy: Friend or Foe?. Proceedings of the Thirty Sixth International Conference on Information Systems, Fort Worth, USA.

Camerer, C. (2003). Behavioral Game Theory: Experiments in Strategic Interaction. Princeton, NJ: Princeton University Press.

Chu, T.H. (2021). Kinh Te Chia Se Va Quyen Tu Do Kinh Doanh. Tap chi nghien cuu Lap phap. [Accessed 8 Nov. 2023].

Comer, J. M., R. E. Plank, D. A. Reid, and E. B. Pullins. (1999). Methods in Sales Research: Perceived Trust in Business-To-Business Sales: A New Measure. Journal of Personal Selling & Sales Management, 19(3), 61–71.

Curtis, S.K. and Mont, O. (2020). Sharing Economy Business Models for Sustainability. Journal of Cleaner Production, 266 (121519), p.121519. doi:10.1016/j.jclepro.2020.121519.

Gefen, D. and Straub, D.W. (2004). Consumer Trust in B2C E-Commerce and The Importance Of Social Presence: Experiments In E-Products And E-Services. Omega, [online] 32(6), pp.407–424. doi:10.1016/

Gefen, D., Benbasat, I., and Pavlou, P. (2008), ‘A Research Agenda for Trust in Online Environments’, Journal of Management Information Systems (24:4), pp. 275-286.

Grabner-Kräuter, S., and Kaluscha, E. A. (2003). Empirical Research in On-Line Trust: A Review and Critical Assessment. International Journal of Human-Computer Studies (58:6), pp. 783-812.

Gregg, D. G. and S. Walczak (2010). The Relationship Between Website Quality, Trust and Price Premiums at Online Auctions. Electronic Commerce Research 10(1), 1–25.

Hawlitschek, F., Teubner, T., Weinhardt, C. (2016), Trust in the Sharing Economy. Die Unternehmung – Swiss Journal of Business Research and Practice 70(1), pp. 26-44. doi:10.5771/0042-059x-2016-1-26

Hawlitschek, F., (2019). Trust in the Sharing Economy: A Behavioral Perspective on Peer-to-Peer Markets. PhD thesis, DOI: 10.5445/IR/1000089791

Hamari, J., Sjöklint, M., Ukkonen, (2016). A.: The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059

Joinson, A. N., U.-D. Reips, T. Buchanan, and C. B. P. Schofield (2010). Privacy, Trust, And Self-Disclosure Online. Human-Computer Interaction 25(1), 1–24.

Kauffman, R.J. and Naldi, M. (2020). Research Directions for Sharing Economy Issues. Electronic Commerce Research and Applications, 43(100973). doi:10.1016/j.elerap.2020.100973.

Liu, C., Chan, R.K.H., Wang, M. and Yang, Z. (2020). Mapping the Sharing Economy in China. Sustainability, 12(16), p.6333. doi:10.3390/su12166333.

Lu, Y., Zhao, L. and Wang, B. (2010). From Virtual Community Members to C2C E-Commerce Buyers: Trust In Virtual Communities and Its Effect on Consumers’ Purchase Intention. Electronic Commerce Research and Applications, 9(4), pp.346–360. doi:10.1016/j.elerap.2009.07.003.

Mayer, R.C., Davis, J.H. and Schoorman, F.D. (1995). An Integrative Model of Organizational Trust. Academy of Management Review, 20(3), pp.709–734. doi:10.5465/amr.1995.9508080335.

McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations. The Academy of Management Journal, 38(1), 24–59.

McKnight, D. H., Choudhury, V., and Kacmar, C. 2002. Developing and Validating Trust Measures for E-Commerce: An Integrative Typology. Information Systems Research, (13:3), pp. 334-359.

Nunnally, J.C (1978). Psychometric Theory, 2nd ed, New York: McGraw-Hill.

Pavlou, P.A. (2002). What Drives Electronic Commerce? A Theory of Planned Behavior Perspective. Academy of Management Proceedings, pp. A1–A6.

Pavlou, P. A. and M. Fygenson (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of The Theory of Planned Behavior. MIS Quarterly, 30(1), 115–143.

Strader, T. J. and S. N. Ramaswami (2002). The Value of Seller Trustworthiness in C2C Online Markets. Communications of the ACM, 45(12), 45–49

Zhang, Linchao, and Dohyeun Kim. (2022). A Peer-to-Peer Smart Food Delivery Platform Based on Smart Contract. Electronics, 11, no. 12: 1806.

Zwass, V. (1998). Structure and Macro-Level Impacts of Electronic Commerce: From Technological Infrastructure to Electronic Marketplaces. Irwin/McGraw-Hill, DOI:10.4135/9781483345505.N12

Statista (2021). Online Food Delivery Users Vietnam 2024. Statista, [Accessed 11 Nov. 2023].

Statista (2022a). Number of Users in The Online Food Delivery Market Worldwide 2024. Statista, [Accessed 11 Nov. 2023].

Statista (2022b). Value of The Global Sharing Economy 2014-2025. Statista, [Accessed 8 Nov. 2023].

Statistica. (2022c). Revenue in the Online Food Delivery Market Worldwide 2024. Statista. Available at:

Yoon, H. S. and L. G. Occeña (2015). Influencing Factors of Trust in Consumer-To-Consumer Electronic Commerce with Gender And Age. International Journal of Information Management 35(3), 352–363.

VIR (2019). Sharing Economy Project Approved. Vietnam Investment Review. [Accessed 8 Nov. 2023].




How to Cite

Anh , N. T. M., & Minh, N. T. (2024). Consumers’ Trust in Sharing Economy Peer-To-Peer Platforms: A Case Study of Online Food Delivery in Hanoi, Vietnam . Revista De Gestão Social E Ambiental, 18(9), e06250.