In Airbnb we trust: Understanding consumers’ trust-attachment building mechanisms in the sharing economy

•This study develops on the trust building model and attachment theory in the sharing economy environment.•It investigates how users build trust-attachment relationships through cognitive- and affective-based trusts.•It also examines how users intend to use the sharing economy service through identity- and bond-based attachments.•The cognitive trust-identity attachment building mechanism rather than the affective trust-bond one.•It suggests how to enrich users’ trust-attachment toward the firm and the service provider.