Sharing Between Companies: A Necessary Evil? The relationship among Benefits, Trust, Perceived Value and Results
(A2024-119474)

AUTHORS

Eliane Francisco-Maffezzolli, Pontifical Catholic University of Paraná, Curitiba Campus (PUCPR); IVANA DUARTE MECHAILECH, PUCPR

ABSTRACT

The sharing economy has been an important research topic for the new world economy. The present study aims to evaluate the relationship among benefits, trust and perceived value, considering retailers' perceptions about benefits and results obtained through the use of a shared B2B2C digital platform. The study was carried out with 204 managers of establishments that use Ifood, a Brazilian shared platform. The research deals primarily with a single cross-sectional survey. The methodological procedure includes non-probabilistic and convenience sampling. Results demonstrates that the retailer's perception of benefits in relation to the use of the platform impacts the formation of trust and directly perceived results. The perceived value is not a consequence of benefits, but has trust as a mediator of this relationship. Based on the results, it is believed that companies use the shared platform primarily because of the financial benefits obtained and the satisfaction of the end consumer.