Economia compartilhada : as relações de confiança entre desconhecidos no Airbnb

• Ano de defesa: 2024
• Autor(a) principal: Brito, Gustavo Coutinho
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Espírito Santo; BR; Mestrado em Ciências Sociais; Centro de Ciências Humanas e Naturais; UFES; Programa de Pós-Graduação em Ciências Sociais
• Palavras-chave em Português: Economia compartilhada; Relações de confiança; Capital Social; Cibercultura; Sharing economy; Trust relationships; Social Capital; Airbnb; Cyberculture; Sociologia
• Link de acesso: http://repositorio.ufes.br/handle/10/18693

The aim of this work is to identify how relationships of trust between strangers are produced on the AirBnb accommodation platform, as well as to analyze the influence of interaction in the evaluation systems between guests and hosts for the collective construction and benefit of both. Commercial relations between companies and consumers have undergone a major transformation in recent years. New forms of consumption are beginning to flourish and change the course of the economy, influenced by technological advances and their specific models of organization in society, which enable more horizontal exchanges and conceive different ways of connecting and helping each other. It's a new cultural dynamic, driven by a need for consumption that is said to be more conscious and sustainable, with behaviors and actions that indicate an increasing tendency to opt for access rather than ownership of things, acting directly to break with traditional business models and providing major commercial implications. And it is precisely this valuing of experience over accumulation that has brought a new meaning to the act of consuming. The so-called “collaborative consumption”, which underpins the sharing economy model, has become a way of life and is based on the exchange of services and assets between individuals who, with the support of digital - as a result of these practices, people have started to share cars, accommodation, food, technology and many other services. In order to thrive, however, collaborative consumption business models require a high degree of trust, one of the pillars of digital business and a crucial element for the marketing process in the virtual environment. It is a relationship that, in most cases, takes place through the exchange between strangers, who help each other through their interactions, creating connections that can be transformative. In this sense, this study will investigate the factors that govern the relationship of trust between AirBnb users and that stimulate social experiences on the platform, as well as their obstacles in the implementation of measures and decision-making