Student youth trust in the transport sharing economy

The article reveals the main results of the author's sociological study of assessing the formation of Moscow students' trust in the transport sharing economy (carsharing, bike sharing, kicksharing and ridesharing). The phenomenon of trust is not a new phenomenon in sociology and economics, but it has not been sufficiently studied in the developing economic relations of sharing. This determines the relevance of the study due to the growing popularity of this type of economy in everyday life. Trust in the sharing economy plays an important role, because constructive and fruitful social relations are not conceivable without it. The results of the study indicate that the institution of trust is currently at the initial stages of formation and development, which means that it does not allow the sharing economy to achieve proper progress and efficiency. The Moscow students surveyed showed low satisfaction with ridesharing services; in addition, this type of service turned out to be the least popular among the rest. It was also noted that many students do not pay due attention to the regulatory side of using sharing services, which is very important, because the regulatory component is one of their key when determining the development of a particular social institution. Based on the analysis of the material obtained during focus groups with students, the authors of the article formulated recommendations and measures for the formation of an institution of trust in the transport economy of shared consumption in 4 directions: recommendations for improving infrastructure and service, recommendations for working with regular customers, recommendations for marketing activities and recommendations for improving the security and cybersecurity of users.