How to build trust on entertaining farm stay in sharing economy? Trust formation and its impact on repurchase intention

Abstract Entertaining farm stay in sharing economy has become a unique and feasible accommodation option in China. This paper proposes a comprehensive framework with which to examine the trust-building mechanisms within this emerging sector. Utilizing data from 527 experienced tourists in China, this study conducted a structural equation modeling analysis. The findings indicate that system quality, information quality and service quality, all stemming from platform factors, significantly influence trust. Electronic word-of-mouth, influenced by guest factors, and media richness, influenced by host factors, positively affects perceived usefulness and trust. Notably, while system quality remains positively correlated with trust, its impact on perceived usefulness is diminishing, reflecting the changing information landscape and consumer preferences. This study extends the research on consumer trust on entertaining farm stay in sharing economy. It also provides certain theoretical guidance for trust building in entertaining farm stay market.