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The Sharing Economy (SE) is a growing ecosystem focusing on peer-to-peerenterprise. In the SE the information available to assist individuals (users)in making decisions focuses predominantly on community generated trust andreputation information. However, how such information impacts user judgement isstill being understood. To explore such effects, we constructed an artificialSE accommodation platform where we varied the elements related to hosts'digital identity, measuring users' perceptions and decisions to interact.Across three studies, we find that trust and reputation information increasesnot only the users' perceived trustworthiness, credibility, and sociability ofhosts, but also the propensity to rent a private room in their home. Thiseffect is seen when providing users both with complete profiles and profileswith partial user-selected information. Closer investigations reveal that threeelements relating to the host's digital identity are sufficient to produce suchpositive perceptions and increased rental decisions, regardless of which threeelements are presented. Our findings have relevant implications for humanjudgment and privacy in the SE, and question its current culture of everincreasing information-sharing.

Digital Identity: The Effect of Trust and Reputation Information on User Judgement in the Sharing Economy