디지털융복합연구 (Journal of Digital Convergence)

  • 제14권7호
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  • Pages.57-72
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  • 2016
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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공유경제 서비스 이용의도에 관한 실증연구 : 가격민감성·신뢰성과 기술수용모형을 중심으로

An Empirical Study on the Use Intention to Sharing Economy Services : Focusing on Price Sensitivity, Reliability and Technology Acceptance Model

  • 투고 : 2016.03.08
  • 심사 : 2016.07.20
  • 발행 : 2016.07.28
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초록

최근 소비자들 개인이 가지고 있는 자원을 공유함으로써 자원의 효율성을 향상시키고, 개인의 욕구를 충족시키기 위한 방향으로 소비가 변모하게 되면서 공유경제 서비스가 확대되고 있다. 이에 본 연구는 공유경제 서비스가 가지고 있는 특징을 고려하여 실증적 분석모형을 개발하고, 공유경제의 이용의도에 영향을 미치는 요인들에 대한 분석 및 공유경제 서비스의 차별성을 반영하기 위하여 기술수용모형에 가격민감성과 신뢰성을 추가하고, 지각된 즐거움을 포함하여 확장된 기술수용모형을 활용한 연구를 수행하였다. 분석결과, 가격민감도, 자기효능감, 기술혁신성, 신뢰성, 지각된 유용성, 사용용이성, 지각된 즐거움 및 이용의도는 각각 서로 다른 방식으로 영향을 미치는 것으로 나타났다. 본 연구를 통해 공유경제 서비스의 이용의도를 명확하게 파악할 수 있었으며, 소비자에게 이용의도 확대를 위한 시사점을 제공할 수 있었다.

Sharing economy services are expanding, as the efficiency of the resources is enhanced by sharing the resources of the individual consumers and also the direction of consumption is changed to fulfill needs of individual. Therefore, this paper develops the empirical analysis model by considering the features of sharing economy services, and conducts study by utilizing the extended TAM by adding price sensitivity, reliability and perceived enjoyment to TAM in order to analyze the factors that affect the use intention of sharing economy services and to reflect the distinctiveness of sharing economy services. The results of the analysis showed that price sensitivity, self-efficacy, technology innovation, reliability, perceived usefulness, perceived ease of use, perceived enjoyment and use intention are affected in different ways. This study is able to provide clear understanding for use intention of sharing economy services, also implications for expanded use intention to the consumers.

키워드

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