Lisbet Berg and Ingrid Kjørstad, Consumption Research Norway (SIFO): P2P Platform Service Markets compared to traditional service markets in Norway

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1 Lisbet Berg and Ingrid Kjørstad, Consumption Research Norway (SIFO): P2P Platform Service Markets compared to traditional service markets in Norway Presented to OECD Workshop on Protecting Consumers in Peer Platform Markets Paris 8. November

2 November 2015: CAWI: 1500 Respondents years old 2016: Informant-interviews: suppliers, users and platform owners March : CAWI: 5000 respondents years old Desember : Qualitative interviews/desk research.f an institution of higher education and research. This is the mission of HiOA! Curt Rice, Rector HiOA 17-NOV- OSLO AND AKERSHUS UNIVERSITY COLLEGE OF APPLIED SCIENCES

3 Consumer Markets Scoreboard Comparability: The ease/difficulty of comparing goods or services Trust: The extent to which consumers trust that retailers/suppliers comply with consumer protection rules. Satisfaction: The extent to which markets live up to consumers expectations scale related to 1-5 scale: Very Neither good Very bad Bad nor bad Good good 1 to 5 scale ,8 4 4,2 5 Scoreboard ,5 5 7,0 7, NOV- OSLO AND AKERSHUS UNIVERSITY COLLEGE OF APPLIED SCIENCES

4 Consumer Markets Scoreboard Comparability: The ease/difficulty of comparing goods or services Trust: The extent to which consumers trust that retailers/suppliers comply with consumer protection rules. Satisfaction: The extent to which markets live up to consumers expectations scale related to 1-5 scale: Very Neither good Very bad Bad nor bad Good good 1 to 5 scale ,8 4 4,2 5 Scoreboard ,5 5 7,0 7, NOV- OSLO AND AKERSHUS UNIVERSITY COLLEGE OF APPLIED SCIENCES

5 Consumers Contentment with Traditional Services versus P2P Platform Services (average 0-10 scale: comparability, trust and satisfaction) Hotel & Holiday acc. Airbnb 7,3 7,7 Car rentals NeighborCar 7,3 7,2 Maintenance services Finn Odd jobs 6,8 6,5 Restaurants/cafés 6,5 Food sharing services 5,8 Taxi 5 Uber 7,2

6 Traditional Services compared to P2P Platform Services on Comparability, Trust and Satisfaction Hotel & Holiday acc. Airbnb ,8 7,4 7,6 8,2 7,2 7,8 Car rentals NeighborCar 6,8 7,3 6,9 7,1 7,7 7,9 Maintenance services Finn Odd jobs 6 6,5 6,3 6,4 6,8 8 Restaurants/cafés Food sharing services 6 5,7 5,9 5,8 6,2 7,4 Taxi Uber 3,5 Comparability Trust Satisfaction 5 6,5 6,6 7,2 7,7

7 Traditional Services compared to P2P Platform Services on Comparability, Trust and Satisfaction Service markets with lower scores than 7 on 0-10 scale: Traditional markets P2P markets Comparability Trust Satisfaction Taxi Restaurants Maintenance Car rentals FoodServices FinnOddJobs NeighborCar 4 3 Taxi Restaurants Maintenance FoodServices FinnOddJobs Airbnb Uber 3 Taxi FoodServices FinnOddJobs 1 4 2

8 The complaint bias hypothesis: To me, it takes a lot to give a really bad review that is published officially. Because I know how much damage it could do for that person. I avoid negative ratings. It feels bad when you have established a personal relation to someone.

9 The complaint bias Imagine you bought a service on the Digital Peer Platform Market. How would you evaluate or rate the service if you were i) content? ii) discontent? or not least; iii) discontent with the service, but liked the provider?

10 The complaint bias Imagine you bought a service on the Peer Platform Market. How would your evaluations/ratings be? (N=1680/183) If content I give positive ratings If discontent I give negative ratings If discontent with the service, but liked the provider, I give negative ratings

11 The complaint bias Positive ratings are strongly over-estimated. This may contribute to lower reliability in Digital Peer Platform Markets trust basis.

12 The complaint bias Positive ratings are strongly over-estimated. This may contribute to lower reliability in Digital Peer Platform Markets trust basis. How will this complaint-bias affect trust in PPMs in the future?

13 Thank you!