Investigating The Effective Drivers of Users' Intention to Participate in Platform Businesses

In a participatory economy, individuals lend, use, or lease assets to each other that are affected by various external and internal variables. The purpose of this study is to investigate the effect of privacy concerns on the users’ intention to participate in the context of a participatory economy with a mediating role of trust and comparative advantage. Users of the accommodation reservation platforms services were the statistical population in this study. Sampling was done easily. The data obtained from the distributed questionnaires were analyzed using structural equation modeling in Amos software. The reliability of the questionnaire was also confirmed by Cronbach's alpha in SPSS software. The results show that online privacy concerns have a significant direct effect on physical privacy concerns and perceived social advantage also have a significant direct effect on participation intention. The effects of online and physical privacy concerns on trust and the effect of online privacy concerns on perceived social and economic advantage have also been significant and inverse. It must be said that online privacy concerns affect the intention to participate in the residential services of these platforms through the impact it has on perceived social benefit. At the end, suggestions are presented according to the obtained results.