Introduction of the Trust Triangle, a reference model. Part of a cycle of presentations on the subject.

1. in the sharing economy
shareNL | Jessica Slijpen | November 2014
Part II – The Trust Triangle
Image courtesy of Tonis Pan

2. There is a lot to say about trust…
Therefore we create several presentations
Part I – Introduction
Part II – The trust triangle
Part III – Trust management in peer-to-peer platforms
Part IV – Cross-platform trust tools
Part V – Further thoughts
These – and possibly others – will be subsequently posted on
SlideShare.
Enjoy the read and don’t hesitate to contact us if you have
questions or other interest in the subject.

3. THE TRUST TRIANGLE
Transaction
Users Marketplace

4. THE TRUST TRIANGLE
Transaction
Users Marketplace
Will I be able to
satisfy my needs &
wishes with a service
like this?
Do I trust the person
that offers this service /
that wants to use my
offer?
Do I trust the
marketplace that
facilitates the
transactions between
me and other users?
And it’s all in the eye of
the beholder…

5. TRANSACTIONS differ greatly
Transaction
Users Marketplace

6. Transaction types

7. Transaction types

8. Transaction partners
Consumer
Consumer
Business
Business
peer
to
peer
business
to
business
business
to
consumer
consumer
to
business
consumer
to
business
to
consumer

9. Transaction characteristics
• Goods <–> services
• Local <–> global
• Real life transactions <–> remote transactions
• Monetary – other reward system – no (objective)
reward
• Required adaption of common consumer behaviour
• …

10. Variations in transactions
Benefits of the transaction
What is the gain for both users?
Risks in the transaction
What are the risks?
Guarantees of the transaction
What are the safeguards?

11. USERS differ greatly
Transaction
Users Marketplace
In the perception of the
entire Trust Triangle and
as transaction partner

12. Users have different roles
Provider and recipient have different roles & needs

13. Users vary in motivations
The required trust is related to the relevant motivation
underlying the specific transaction

14. User vary in adoption
People have varying attitudes towards the adoption of market
innovations.

15. Users vary also in…
• their propensity to trust
• their intentions
• their capabilities
• their values
• their disposition
Which may also vary in related to
the type of transaction
car sharing / buying a meal / crowdsourcing a task /
home sharing / personal care / …
and may not be stable over time

16. MARKETPLACES differ greatly
Transaction
Users Marketplaces

17. Marketplaces differ greatly
• The identity of the marketplace
what, how, why; social & societal character; for profit / not for profit;
funding
• The people working for the marketplace
with their motives, story, character; co-creation with users
• The processes installed in the organization
service process, customer service, screening process, involvement in
the sharing process, …
• The characteristics of the software platform
functionality, design, processes
The sharing organization is the trusted third party in
the transaction between users

18. All marketplaces included?
International debate is continuing on the definition of the sharing
economy and the marketplaces that match the definition.
• shareNL, November 2014:
Within the sharing economy people consume, produce and trade products,
services, knowledge and money, facilitated by peer-to-peer marketplaces,
business-to-business marketplaces and cooperatives.
See also blog on the definition of Nov 2014 on www.sharenl.nl.
• E.g. Toon Meelen & Koen Frenken Oct 2014 put ‘idle capacity’ in the center of the
definition. Following their reasoning:
• only car / ride sharing services offering seats on car trips that would have been made
otherwise are included in the sharing economy, which excludes regular Uber / Uber POP /
Lyft services
• only apartments that are available due to temporary absence of the regular users, or
rooms that are spare in a furthermore occupied house are idle capacity. Spaces that are
specifically kept for rental represent no idle capacity.
• matching demand and supply for (small) jobs and errands are not part of the sharing
economy as these would be regular services instead of usage of idle capacity

19. Shared with passion ;)
Jessica Slijpen
jessica@sharenl.nl
credits illustrations:
Kathryn Hing