Araújo, Maria Valeria Pereira deAlves, Rebeka Coelho de Almeida2022-05-042022-05-042021-04-12ALVES, Rebeka Coelho de Almeida. Couchsurfing e consumo colaborativo: análise dos valores na construção da confiança interpessoal. 2021. 110f. Dissertação (Mestrado em Administração) - Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2021.https://repositorio.ufrn.br/handle/123456789/47094From the technological development, with the web 2.0 and the increase of online platforms of shared network service in the last two decades, a new way of consuming appears, also established in the face of socioeconomic and environmental crises. This set of factors has accelerated the need for rationing and propulsion towards sharing, especially in the online context. Collaborative consumption emerges as an alternative economic model, based on consumption through access. Notably, for the tourism sector, consumption through access has had a positive impact through business models such as sharing accommodation, food and mobility. In terms of collaborative tourism consumption, the Couchsurfing platform stands out, which moves 14 million members around the world and demonstrates a change in postmodern tourist behavior in travel. Guests and hosts create relationships that begin in the online environment and go through the offline environment, with hosting, with no relationship based on monetary values in practice. Thus, this research sought to understand the relevant factors for building trust among peers on the Couchsurfing platform from the theories of Interpersonal Trust and Schwartz's Theory of Values. Therefore, requiring depth of investigation, a qualitative research was developed from a constructivist perspective, at an exploratory level. The collection of primary data from the accessibility and non-probabilistic sampling was carried out through 12 episodic interviews with a semi-structured script, with members of the Couchsurfing community in Natal-RN, in a single cross-sectional approach. The results obtained through the content analysis carried out with the support of CAQDAS Atlas.ti 7 identified three categories for building trust (initial, instrumental and emotional), based on the rational-emotional spectrum and conveyed from the online to the offline context. The results reiterate the importance of security mechanisms, referral systems, building critical mass for the development of collaborative consumption practice and Millennials' propensity to build trust online (initial). It is also possible to perceive the evolutionary and non-linear dynamics based on interactions and affinities established from the cognitive principles of reciprocity, mutual benefit and reasonableness, as well as the development of emotional trust based on affective bonds, selflessness, unconditionality and sacrifice, in a intimate level and greater engagement. The research also identified values associated with openness to change, self-transcendence and conservation, corroborating the findings of the systematic review regarding the constructs addressed in the present work. It is concluded, therefore, that the process of building trust in collaborative consumption through Couchsurfing requires its adaptation to the community through common values, making the platform a mostly homogeneous environment and conducive to the construction of affective bonds, driven by reciprocity and emotionality in relations.Acesso AbertoConsumo colaborativoEconomia compartilhadaConfiançaValoresCouchsurfingmasterThesis