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This study investigates the influence of user-internal factors and similarity between peers on trust formation on peer-to-peer (p2p) marketplaces using AirBnB as an example. Results are obtained by an online simulation experiment with 355 participants. In line with previous research on this topic I predicted that the user-internal factors disposition to trust and former experience with AirBnB show a positive influence on trust. Furthermore, perceived similarity with the peer-provider of a holiday accommodation on AirBnB was predicted to enhance trust. With regard to the Theory of Reasoned Action by Ajzen and Fishbein (1975) I predicted that trust mediates the effect of its antecedents on its outcome, namely purchase intention. Results of this study confirm the positive effects of disposition to trust and perceived similarity as well as the mediation effect of trust on purchase intention. The results do not confirm the effect of experience with AirBnB on trust in peers.

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Janina Enachescu, born in Hanover in 1990. Studied psychology and economics at the University of Vienna.

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