Since the industrial revolution, consumer trust has been placed in individual companies. We believe that today, aggregators could play a crucial role in building a close-knit community that truly cares. But how can they do so?
Pew Research Center found that users who engage on Facebook are three times more likely to hold the belief that people are trustworthy than users who do not. In other words, virtual trust translates into face-to-face trust. However, consumers are not blind in trusting – even virtually. Rather, the development of virtual trust may require a well-designed system based on technology. This system could bring together diverse consumers and service providers; each of whom is verified and vetted. Generating such an amalgamation of verified service providers and consumers online is the job of an aggregator.
Aggregators thus build trust in the community as a whole. They must strike a balance between the needs and wants of the consumer with those of the service providers. In doing so, they strive to ensure that no one’s trust is misplaced.