DOI QR코드

DOI QR Code

An Exploratory Study on Car sharing by Express Bus-Linked Transportation - Case of Japan

고속버스 연계교통수단으로 카셰어링에 관한 탐색적 연구 - 일본 사례를 중심으로

  • 양민호 (부경대학교 인문한국플러스 사업단) ;
  • 김준환 (성결대학교 파이데이아학부)
  • Received : 2019.03.21
  • Accepted : 2019.06.20
  • Published : 2019.06.28

Abstract

Recently a number of car sharing studies have been conducted that share vehicles from a consumer perspective. Meanwhile, Japan's MLIT had empirically implemented social experiment and policy for the installation of sharing car in order to make better use of the business forms and rapidly increasing car sharing associated with express bus as a new type of transaction from a sharing economy perspective. Therefore, this study examined the case of connecting with the express bus in Japan and analyzed and discussed the contents at the practical level. In addition, data collected for 229 car sharing users were verified empirically. The multiple liner regression analysis showed that three types of perceived values effect on the usage intention in the order of economic value, time value and psychology value. These findings suggest that car sharing users' perceived values are very important for increasing the degree of satisfaction with usage intention.

최근 들어 소비자 관점에서 차량을 공유하는 카셰어링(car sharing) 관련 연구가 다양하게 진행되었다. 한편 일본의 국토교통성(國土交通省)은 공유경제 관점에서 새로운 거래유형으로 카셰어링 서비스와 고속버스와 연계한 사업형태 및 급격히 증가하는 카셰어링을 더 효과적으로 활용하기 위해 공유 자동차 설치의 사회실험과 정책들을 실증적으로 실시하였다. 따라서 본 연구는 일본의 고속버스와 연계한 사례를 살펴본 후 실제적 차원에서 그 내용을 분석하고 논의하였다. 이는 일본의 고속버스와 연계된 이용 등으로 카셰어링 활성화 방안 사례를 통해 국내의 카셰어링의 연계된 서비스를 확산시키는 데 있어서 실무적 시사점을 제안했다는 점에서 의의가 있다고 할 수 있다. 또한 229명의 카셰어링 이용자에게 수집한 자료를 실증적으로 검증하였다. 다중회귀분석 결과, 경제적 가치와 시간적 가치 및 심리적 가치의 순서로 이용의도에 영향을 미치는 것으로 나타났다. 이러한 연구결과는 고속버스와 연계된 카셰어링 이용의도를 높이기 위해서 이용자의 지각된 가치에 대한 이해가 요구되며, 카셰어링 이용자의 만족도를 향상시키기 위한 관리적 활용 방안이 필요함을 시사한다.

Keywords

DJTJBT_2019_v17n6_19_f0001.png 이미지

Fig. 1. Changes in the number of car sharing vehicles and members in Japan

DJTJBT_2019_v17n6_19_f0002.png 이미지

Fig. 2. Express bus and car sharing social experiment

DJTJBT_2019_v17n6_19_f0003.png 이미지

Fig. 3. Car sharing flow diagram with express bus station

DJTJBT_2019_v17n6_19_f0004.png 이미지

Fig. 4. Express bus stop and car sharing vehicle installation place

Table 1. Demographic characteristics of the participants

DJTJBT_2019_v17n6_19_t0001.png 이미지

Table 2. Descriptive statistics and correlations

DJTJBT_2019_v17n6_19_t0002.png 이미지

Table 3. Results of regression analysis

DJTJBT_2019_v17n6_19_t0003.png 이미지

References

  1. S. H. Kim & D. M. Lee. (2018). A study on the ways for differentiation of domestic car sharing service. Journal of the Korea Convergence Society, 9(3), 181-186. DOI : 10.15207/JKCS.2018.9.3.181
  2. J. M. Seo, C. S. Sheok, & S. G. Lee. (2018). Analysis of the effect of car sharing on transportation usage from the perspective of sharing economy: Focused on 2017 Incheon City car sharing survey. Journal of Korea Planning Association, 53(2), 107-121.
  3. http://m.m-i.kr/news/articleView.html?idxno=121484
  4. http://news.mt.co.kr/mtview.php?no=2016071417002863818&vgb=autom
  5. http://auto-today.co.kr/bbs/sub04_02.php?b_Type=R&b_Id=s7&no=257&page=
  6. http://www.motorgraph.com/news/articleView.html?idxno=11771
  7. J. L. Song & J. H. Kim. (2018). Effects of shopping value of car sharing service on brand loyalty and intention to use. Journal of Convergence for Information Technology, 8(4), 127-133. DOI : 10.22156/CS4SMB.2018.8.4.127
  8. S. Z. Park & S. I. Kim. (2014). A study of user centered car-sharing service design - Focus on nanumcar in Seoul. Journal of Digital Design, 14(3), 347-356. https://doi.org/10.17280/jdd.2014.14.3.035
  9. J. K. Jun, T. M. Lee, S. Y. Chung, & C Park. (2017). A study on determinants of intention to use car sharing: Moderating effect of consumer innovativeness. Journal of Marketing Management Research, 22(4), 181-186.
  10. S. Yano, M. Takayama, K. Nakao, & S. Fujii.(2011). Analysis of effect of car sharing on travel behavior. Journal of Japan Society of Civil Engineers. D3 (Infrastructure Planning and Management), 67(5), 67_I_611-67_I_616. DOI : 10.2208/jscejipm.67.67_I_611
  11. http://www.ecomo.or.jp/environment/carshare/carshare_graph2018.3.html
  12. http://response.jp/article/2016/12/15/287069.html
  13. H. Ohta, S. Fujii, Y. Nishimura, & M. Kozuka. (2008). A basic empirical study of promoting method for initiating into car sharing. Doboku Gakkai Ronbunshuu D, 64(4), 567-579. DOI : 10.2208/jscejd.64.567
  14. Sanjyo. (2018). Car sharing social experiment using road space. Traffic Engineering, 53(2), 15-19.
  15. D. Sunaga, S. Aono, H. Matsumoto, S. Yamazaki, & H. Kubota. (2017). Do we accept micro electric vehicle sharing service in the residential areas in metropolitan suburbs?. Journal of Japan Society of Civil Engineers. D3 (Infrastructure Planning and Management), 73(5), I_857-I_868. DOI : 10.2208/jscejipm.73.I_857
  16. K. T. Lee, D. M. Koo, & M. J. Noh. (2011). The effect of customer perceived value on social commerce usage intention. Asia Marketing Journal, 13(3), 135-161.
  17. J. Nunnally. (1978). Psychometric theory.
  18. S. H. Ju & B. R. Koh. (2018). The effect of personal media contents characteristic on perceived value and use intention of continuous : The interaction effect of novelty seeking. Journal of the Korea Convergence Society, 9(9), 167-176. DOI : 10.15207/JKCS.2018.9.9.167
  19. J. N. Sheth, B. L. Newman, & B. L. Gross. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
  20. S. H. Ju, M. Y. Song, & B. K. Kim. (2018). The effect of personal trait on perceived value and recommendation intention : Focus on one-person media contents. Journal of the Korea Convergence Society, 9(12), 159-167. DOI : 10.15207/JKCS.2018.9.12.159
  21. C. P. Lamberton & R. L. Rose. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125. https://doi.org/10.1509/jm.10.0368
  22. Uchida. (2015). Basic study on possibilities for free-floating car sharing service in Japan. Studies of Institute for Urban and Regional Policy Studies, (9), 79-97.
  23. http://www.toyota.co.jp/jpn/tech/its/hamo/
  24. http://www.seoulfn.com/news/articleView.html?idxno=313220