What drives individuals’ trusting intention in digital platforms? An exploratory meta-analysis

The primary objective of this study is to delve into the determinants influencing individuals’ intention to trust digital platforms. Therefore, we conduct a meta-analysis of 74 primary studies that investigate the role of trusting beliefs, technology acceptance factors, as well as variables associated with systems, users, and platform providers in driving trust. We found evidence that all trust antecedents positively impact trusting intention in digital platforms. Notably, human-like trusting beliefs, attitude, platform provider image/reputation, structural assurance, perceived enjoyment, and perceived usefulness display the strongest effects, while familiarity, perceived value, and system-like trusting beliefs exhibit a moderate yet significant influence. Additionally, publication year was found to significantly moderate the relationship between service quality and trusting intention, indicating a temporal effect on the outcomes. Through these findings, we contribute to the body of knowledge by guiding scholars across research disciplines towards future research avenues and aiding practitioners in the development of trustworthy digital platforms.