DOI QR코드

DOI QR Code

공유자동차 서비스 이용의도에 영향을 미치는 요인

Factors affecting the Usage Intention of Car-Sharing Service

  • 장염 (충북대학교 국제경영학과) ;
  • 박현정 (충북대학교 국제경영학과)
  • Zhang, Yan (Dept. of International Business, Chungbuk National University) ;
  • Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
  • 투고 : 2019.05.08
  • 심사 : 2019.07.20
  • 발행 : 2019.07.28

초록

본 연구에서는 공유자동차 서비스에 대한 지각된 가치들(환경적 가치, 기능적 가치)과 위험, 소비자의 주관적 규범, 친사회적 행동 능력이 서비스에 대한 태도 및 이용의도에 미치는 영향을 분석하였다. 또한 이러한 영향 요인들과 소비자 태도 간의 관계에서 소유욕이 조절변수의 역할을 하는지 탐색하고자 하였다. 중국 소비자 238명의 설문 응답조사 자료를 구조방정식 모형을 이용하여 분석한 결과를 살펴보면 다음과 같다. 공유자동차에 대한 지각된 환경적 및 기능적 가치, 주관적 규범, 친사회적 행동 능력 모두 소비자 태도에 긍정적인 영향을 미쳤으나 공유자동차에 대한 위험지각은 유의한 영향을 미치지 않았다. 또한 환경적 가치 및 주관적 규범이 서비스에 대한 태도에 영향을 미치는 관계에서 소유욕이 조절한다는 점을 알 수 있었다. 이러한 결과를 통하여 본 연구가 공유경제 서비스와 관련된 유용한 마케팅 전략을 제공해줄 수 있을 것으로 기대한다.

This study examined the relationships among perceived values(environmental value, functional value), perceived risk, subjective norm, pro-social behavior, product attitude, and usage intention related to car-sharing service. The study also explored the moderating role of possessive desire between the antecedent variables and consumer attitude. 238 survey responses of Chinese consumers were analyzed by structural equation modeling. It is indicated that environmental value, functional value, subjective norm, pro-social behavior had positive effects on attitude, thereby affecting the usage intention of this service. Possessive desire moderated the relationship between environmental value, subjective norm and attitude. These results are expected to provide various marketing strategies for sharing economy services.

키워드

DJTJBT_2019_v17n7_99_f0001.png 이미지

Fig. 1. Model Analysis Result

Table 1. Measures

DJTJBT_2019_v17n7_99_t0001.png 이미지

Table 2. Confirmatory Factor Analysis

DJTJBT_2019_v17n7_99_t0002.png 이미지

Table 3. Hypotheses Test

DJTJBT_2019_v17n7_99_t0003.png 이미지

Table 4. Invariance Test

DJTJBT_2019_v17n7_99_t0004.png 이미지

Table 5. Path Coefficient Comparison

DJTJBT_2019_v17n7_99_t0005.png 이미지

참고문헌

  1. L. Lessig. (2008). Remix: Making Art and Commerce Thrive in The Hybrid Economy, Penguin.
  2. Q. Q. Chen & H. J. Park. (2018). A Comparison of Influencing Factors on Usage Intention between Shared Cars and Environment-friendly Cars - Focusing on Chinese Consumers. The Society of Digital Policy & Management, 16(11), 211-219.
  3. L. Gold. (2010). New Financial Horizons: The Emergence of An Economy of Communion. New City Press.
  4. Y. H. Noh, D. K. Jeong & J. Y. Ro. (2018). A Study on the Role of Library for Realizing Sharing Value in a Sharing Economy Era. Korean Library And Information Science Society, 49(3), 133-168. https://doi.org/10.16981/kliss.49.3.201809.133
  5. R. K. Jeremy. (2014). Sharing Economy and the Challenges of Labour Law : The New Legal Issues of the 21C Workplace in Determining an "Employee" at Platform Work
  6. S. Shaheen, A. Cohen & E. Martin. (2010). Carsharing Parking Policy: Review of North American Practices and San Francisco, California, Bay Area Case Study, Transportation Research Record. Journal of The Transportation Research Board, 21(87), 146-156.
  7. H. K. Kwon & K. K. Seo. (2013). Application of Value-Based Adoption Model to Analyze SaaS Adoption Behavior in Korean B2B Cloud Market. International Journal of Advancements in Computing Technology, 5(12), 368.
  8. M. R. Ward & M. J. Lee. (2000). Internet Shopping, Consumer Search and Product Branding. Journal of Product & Brand Management, 9(1), 6-20. https://doi.org/10.1108/10610420010316302
  9. I. Ajzen & Fishbein, M.(1980), Understanding Attitudes and Predicting Social Behaviour. Englewood Cliffs, NJ: Prentice-Hall.
  10. H. S. Park, S. P. Noh & E. H. Kim. (2007). Factors Influencing on The Pro-Environmental Behavior: From The Viewpoint of TRA. Journal of Local Government Studies, 19(2), 97-119.
  11. S. L. Seung. (2017). A Study on Consumer Sharing Economy Service Usage Attitudes and Usage Intentions. Family and Environment Research, 55(2), 105-124. https://doi.org/10.6115/fer.2017.009
  12. Y. J. Lee & J. H. Yoon. (2017). An Exploratory Study on Factors Affecting the Behavioral Intentions of Potential Users of the Sharing Economy: An Application of the Extended Model of Goal-Directed Behavior. The Tourism Sciences Society of Korea, 41(5), 109-127.
  13. M. L. Hoffman. (1975). Altruistic Behavior and The Parent-Child Relationship. Journal of Personality and Social Psychology, 31(5), 937. https://doi.org/10.1037/h0076825
  14. P. A. Albinsson & P. B. Yasanthi. (2012). Alternative Marketplaces in The 21st Century: Building Community Through Sharing Events. Journal of Consumer Behaviour, 11(4), 303-315. https://doi.org/10.1002/cb.1389
  15. V. G. Pieter. (2013). The Consumer Potential of Collaborative Consumption Utrecht University.
  16. L. K. Ozanne & P. W. Ballantine. (2010). Sharing as A Form of Anti Consumption? An Examination of Toy Library Users. Journal of Consumer Behaviour, 9(6), 485-498. https://doi.org/10.1002/cb.334
  17. K. Y. Kim & H. K. Kim. (2013), A Study on Consumer Preference Typologing toward Sharing Economy Service Models Based on Collaborative Consumption: A Strategic Approach to Marketing Communications. Korean Society For The Scientific Study Of Subjectivity, (27), 23-40.
  18. R. W. Belk. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280. https://doi.org/10.1086/208515
  19. R. W. Belk. (1984). Three scales to measure constructs related to materialism: Reliability, validity, and relationships to measures of happiness. ACR North American Advances.
  20. M. Fishbein & I. Ajzen. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research.
  21. H. Kim, Y. Kim, M. Jang & J. Choi. (2013). The Effect of Social Network Service Functional Characteristics and Individual Psychological Motivation Factors on Users Intention of Information Sharing. Journal of The Korea Society of IT Services,12(4), 145-164. https://doi.org/10.9716/KITS.2013.12.4.145
  22. K. White, R. D. Mac & J. H. Ellard.(2012). Belief In a Just World: Consumer Intentions and Behaviors Toward Ethical Products. Journal of Marketing, 76(1), 103-118. https://doi.org/10.1509/jm.09.0581
  23. M. H. Ryu , S. S. Lee. (2013). A Study on Information Needs According to Purchase Attitude and Intention of Fair Trade Products. Journal of Consumer Policy Studies, 44(1), 1-26.
  24. Y. J. Jin & J. W. Yoo (2014). The Effect of Announcing Goodwill Ambassador for Celebrity on Attitude toward Brand. Brand Design Association of Korea, 12(1), 15-26. https://doi.org/10.18852/bdak.2014.12.1.15
  25. M. J. Noh. (2011). An Effects of Perceived Risk and Value on the trust and Use Intention of Smart Phone Banking : Mediating Effect of the Trust. The Korean Academic Association of Business Administration, 24(5), 2599-2615.
  26. H, J. Kim, J. W. Park & D. H. JoAn. (2016). Empirical Study on Success Factors of Sharing Economy Service. Journal Of The Korea Contents Association, 16(1), 214-229. https://doi.org/10.5392/JKCA.2016.16.01.214
  27. H. H. Park & T. G. Choo. (2015). The Influence of Perceived Risk of Up-cycling Fashion Product on Trust, Purchase Intention and Recommendation Intention. Fashion and Textiles Research Journal, 17(2).
  28. M. L. Richins. (1987). Media, materialism, and human happiness. ACR North American Advances.
  29. J. C. Sweeney & G. N. Soutar. (2001). Consumer perceived value: The development of a multiple item scale, Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  30. S. Y. Ha & J. O. Park. (2010). Analysis of values and design elements in eco-friendly fashion using an in-depth interview. Journal of the Korean Society of Clothing and Textiles, 34(10), 1754-1766. https://doi.org/10.5850/JKSCT.2010.34.10.1754
  31. I. Ajzen. (2002). Residual effects of past on later behavior: Habituation and reasoned action perspectives. Personality and Social Psychology Review, 6(2), 107-122. https://doi.org/10.1207/S15327957PSPR0602_02
  32. S. M. Yoon. (2010). A study on the behavioral adherence of tourists pursuing adventurous leisure activity, by using extension about theory of planned behavior: Focusing on the role of flow, attachment and past behavior. doctoral dissertation. Kyung Hee University, Seoul.
  33. C. Zhou. (2013). The study on the determinants of Chinese consumer's attitude and using intention of mobile service: Focusing on the moderating effect of mobile service type. master's thesis. Chungbuk National University, Cheongju.
  34. W. M. Kim. (2012). An effect of characteristics of mobile shopping mall service on customer satisfaction and intention of use. master's thesis. Kyung Hee University, Seoul, Korea.
  35. S. K. Kang (2014). The influence of virtual experiential marketing on customer attitude and purchase intention: Focusing on online shopping mall. doctoral dissertation. Gachon University, Seongnam.
  36. M. Cai. (2013). The effect of self-disclosure of mobile social network applications users on an individual's attitude and intention to share store information in SNS. master's thesis. Pusan National University, Busan.
  37. Y. S. Kim & J. Y. Park. (2006). Effects of Consumer Alienation and Materialism on Impulse Buying. Journal of Korean Home Management Association 24(3), 27-41.