Consumers’ participation on sharing economy platforms is crucial for the success of the products, services, and companies on those platforms. The participation of consumers enables companies to not only exist, but also to create value for consumers. The sharing economy has witnessed enormous growth in recent years and consumers’ concerns regarding the ethics surrounding these platforms have also risen considerably. The vast majority of the previous research on this topic is either conceptual and focused on organizational aspects, or only discusses (...) privacy and security issues, thus providing a very limited scope of discussion. Therefore, drawing on the marketing and business ethics literature, the present study takes into account a multidimensional view of ethical issues surrounding consumers’ participation on sharing economy platforms. Findings reveal that privacy, security, shared value, fulfillment/reliability and service recovery are the strongest determinants of consumers’ ethical perceptions. These aspects strongly predict the consumers’ value co-creation intentions. Consumers’ participation also predicts their intention to engage in co-creating value, but this effect is stronger with the mediating role of the consumer’s ethical perceptions. The theoretical and managerial implications are also discussed. (shrink)

I argue for the role of trust and cooperation as part of the foundation of digital commerce by expanding the reach of the Integrative Social Contract Theory of Donaldson and Dunfee. I propose that a digital business community can be a community in the morally relevant ways that Donaldson and Dunfee describe, and that the basic framework of ISCT can apply to the digital business world similarly to its application in the offline business world. I then analyze the roles of (...) trust and cooperation in e-commerce, showing how they are important to the digital business community and explaining their moral relevance under a digital form of ISCT. I use the ISCT framework to show that trust and cooperation are an instantiation of the hypernorm of necessary social efficiency, and that authentic microsocial norms developed for the ends of trust and cooperation carry moral responsibility. (shrink)

With the increasing popularity of social media, a new ethics debate has arisen over marketing and technology in the current digital era. People are using online communities but they have concern about information credibility through word of mouth in these platforms. Social media is becoming increasingly influential in shaping individuals’ decision-making as more and better quality information about products is made available. In this research, a social word-of-mouth model proposes using a survey to test the model in a popular travel (...) community. The model highlights the role of social media and social support in social networking sites, identifying increasing credibility and information usefulness resulting in an ethical environment to adopt word of mouth. The theoretical and practical implications of the study are both detailed. (shrink)

Gender discrimination continues to plague organizations. While the advent of the Internet and the digitization of commerce have provided both a mechanism by which goods and services can be exchanged, as well as an efficient way for consumers to voice their opinions about retailers (i.e., via online rating systems), recent work has begun to uncover significant biases that manifest during the review process. In particular, it has been suggested that the gig-economy’s elimination of previously anonymous arm’s-length transactions may re-introduce bias (...) into perceptions of quality. In this work, we build upon research that has identified biases based on ascriptive characteristics in rating systems of ridesharing platforms. In doing so, we conduct an online experiment using a series of factorial vignettes to consider not only willingness to transact but post-transaction perceptions of quality. Findings suggest that female drivers are not penalized ex ante for taking on gender incongruent roles, i.e., driving, and experience no penalty when a rider reports a high-quality experience. However, conditional upon a lower quality experience, there is a disproportionate penalty for female drivers. Strikingly, we also observe that historic high quality does not serve as a buffer against such penalties, as prior literature would suggest. These findings underscore the challenges platforms face in ensuring their participants are being evaluated in a fair and impartial way, and highlight the difficulties present when non-employees (customers) are rating non-employees (drivers) of the firm. (shrink)