Interchangeability in Collaborative Consumption: Redefining Trust on C2C Platforms
By Stéphane Salgado
Nov 1, 2024
In collaborative consumption, trust failures on platforms like Airbnb can have significant repercussions for both users and the platform itself. For instance, cases of misrepresented properties, where guests arrive to find accommodations that differ drastically from their online descriptions or, in extreme cases, properties that do not even exist, have illustrated vulnerabilities in the peer-to-peer model. Such instances of deceit not only erode individual trust in the hosts but also cast doubt on the platform’s credibility, as users question the effectiveness of Airbnb’s verification and quality control mechanisms.
Understanding Interchangeability: More Than Just a Role Shift
Traditionally, trust on digital platforms relied heavily on reputational cues—ratings, reviews, and the perceived credibility of sellers and platforms. However, interchangeability brings a new layer of complexity to trust. It enables consumers to experience both sides of the transaction, promoting what scholars call other-focused perspective-taking. This concept encourages users to consider the viewpoint of their transaction partner, fostering empathy and enhancing trust.
Interchangeability is not merely an operational shift; it’s a transformative perspective, allowing users to experience trust from both sides of the exchange and fostering a nuanced understanding of credibility and benevolence in digital platforms.
The Hierarchical Model of Trust in Interchangeable Systems
Interchangeability impacts trust in two primary ways: credibility and benevolence. For non-interchangeable users—those who have only been buyers—trust often leans heavily on the reputation of the platform or seller. By contrast, interchangeable users base their trust more on the personal experiences of credibility and goodwill they have gained through their dual roles.
In effect, interchangeability introduces a hierarchy of trust. Users first build trust in the platform itself, which then transfers to the specific sharing partner they engage with. This model has critical implications for C2C platforms: platforms must not only establish their own credibility but also create a space that encourages empathy between users.
Why Interchangeability Matters for the Future of Collaborative Consumption
By encouraging users to switch roles, platforms can foster empathy, allowing individuals to understand the challenges and expectations from both buyer and seller perspectives. This role-shifting builds a nuanced trust, enhancing user experience and engagement.
Further, interchangeability can lead to more transparent interactions through targeted feedback loops. By collecting and sharing user experiences from both roles, platforms can create a detailed and transparent environment, crucial for experience goods like accommodations. This feedback-rich setting not only enhances transparency but also strengthens platform credibility and assures new users of the platform’s reliability.
Finally, interchangeability shifts the focus from benevolence to efficiency in trust signals, especially for newer or single-role users who may prioritize clear guarantees and dispute resolutions over sentiment-driven trust cues. For experienced users, community-based endorsements and programs like Airbnb Citizen help validate trust through shared user experiences, making trust-building a communal effort that strengthens platform loyalty.
Incorporating interchangeability offers collaborative consumption platforms a unique opportunity to foster lasting user trust, increase satisfaction, and nurture a strong community that relies on shared values and reliable interactions.