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What matters most for requesters’ trust in platform cooperatives? : Validation of a vignette study.

Madonna, Riccardo (2023) What matters most for requesters’ trust in platform cooperatives? : Validation of a vignette study.

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Abstract:The study aims at identifying the main design principles of platform cooperatives which can potentially lead to the development of Trust from their requesters (restaurants and customers). We conducted a vignette study on European requesters through the use of an online survey, highlighting the role of trustworthiness dimensions in the development of Trust towards a gig platform. The main focus of the research is represented by the validation of the factorial survey, performed through a Cognitive pre-test and a Measurement Validation test, which enabled us to effectively operationalize the variables in question. Besides validating new measurement scales for these variables, the final purpose of the study is to show whether platform cooperatives not only represent a better alternative to capitalist platforms under an ethical perspective, by improving gig workers' conditions, but can also increase the level of requesters' trust through their fundamental design principles. Results showed that Training and Job Security are the most salient design principles of platform cooperatives related to Requesters’ Trust. Implications of these findings enabled us to discuss potential ways in which existing cooperatives can increase their competitiveness and popularity in today’s capitalist market, offering better solutions to both gig workers and requesters.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/97011
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