The Role of Trust in Consumers' Intention to Use Carsharing Services

Student: Marat Aleksandrov

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

This graduation thesis examines the role of trust in consumers' intention to use car-sharing services. The primary objective of the study is to assess the impact of various aspects of trust on users' decisions to utilize car-sharing services. The work includes a theoretical literature review, an analysis of the state of the Russian car-sharing market, and an empirical study conducted using the structural equation modeling (SEM) method. Based on the collected data, hypotheses regarding the influence of trust on consumers' intention to participate in car-sharing were tested. The research results confirm that trust is a significant factor influencing consumers' decisions to use car-sharing services. The thesis also presents recommendations for companies providing car-sharing services to enhance users' trust levels.

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