Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

An Investigation on the Continuous Use of Carsharing: Evidence from RFMC Model

RFMC 모델 기반의 카 셰어링 지속 사용에 관한 연구

  • HanByeol Stella Choi (Department of Management Information Systems, Myongji University) ;
  • Chanhee Kwak (Department of AI Convergence Engineering, Kangnam University) ;
  • Junyeong Lee (Department of Management Information Systems, Chungbuk National University)
  • 최한별 (명지대학교 경영대학) ;
  • 곽찬희 (강남대학교 인공지능융합공학부) ;
  • 이준영 (충북대학교 경영정보학과)
  • Received : 2022.08.30
  • Accepted : 2023.01.06
  • Published : 2023.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

Thanks to information technologies, sharing economy services offer a new way of consumption. Carsharing appeared as a novel type of service that transformed the conventional way of personal transportation, from owning a vehicle to using an on-demand service. Allowing users to use a vehicle without owning a car, carsharing provides various social benefits such as the reduction of resource allocation inefficiencies and the alleviation of transportation problems. To strengthen such positive aspects of carsharing service, it is essential to understand an individual's service usage pattern and reveal factors that affect users' reuse behavior. This study investigates the factors that have an influence on carsharing reuse of users applying RFMC (Recency, Frequency, Monetary, and Clumpiness) model, the popular model for understanding the reuse likelihood of customers. Using data from a leading carsharing service provider in South Korea, we empirically analyze the effect of RFMC on carsharing reuse behavior. The findings show that recency and monetary values are negatively related to reuse while frequency is positively related to carsharing service reuse. Moreover, the impact of recency and monetary value are more salient whereas the impact of frequency is smaller among users with higher clumpiness. Based on these findings, this study elaborates on theoretical and practical implications.

정보 기술의 발전으로, 공유 경제 서비스는 새로운 형태의 소비 방식으로 자리 잡았다. 특별히 차량을 소유하지 않고 빌려 쓰는 형태인 카 셰어링은 개인들의 이동 수단의 범위를 확장하는 새로운 서비스이다. 차량 소유로 발생하는 비효율성을 줄이고, 교통 문제를 완화하는 등 카 셰어링은 다양한 사회적 이점을 제공하지만, 이를 구현하기 위해서는 개인의 카 셰어링 서비스 이용 패턴을 이해하고 이용자의 서비스 재사용을 유도해야 한다. 본 연구는 개인의 카 셰어링 서비스 재사용 행동을 이해하기 위해 RFMC (Recency, Frequency, Monetary, and Clumpiness) 모델을 활용하였다. 국내 카 셰어링 서비스 업체의 데이터를 분석한 결과, 카 셰어링 서비스 재사용에 Recency, Monetary 는 부의 영향을, Frequency는 정의 영향을 끼치는 것으로 나타났다. 더욱이 Clumpiness가 높은 집단의 경우, Recency와 Monetary의 효과는 두드러지는 반면, Frequency의 영향은 미미해졌다. 이러한 연구 결과를 바탕으로, 이론적, 실무적 함의를 도출하였다.

Keywords

References

  1. Akhter, S. H., "Digital divide and purchase intention: Why demographic psychology matters", Journal of Economic Psychology, Vol.24, No.3, 2003, pp. 321-327. https://doi.org/10.1016/S0167-4870(02)00171-X
  2. Asgari, H. and X. Jin, "Incorporating habitual behavior into mode choice modeling in light of emerging mobility services", Sustainable Cities and Society, Vol.52, 2020, p. 101735.
  3. Boldrini, C., R. Bruno, and M. Conti, "Characterising demand and usage patterns in a large station-based car sharing system", 2016 IEEE Conference on Computer Communications Workshops (INFOCOM WKSHPS), IEEE, 2016, pp. 572-577.
  4. Burkhardt, J. E. and A. Millard-Ball, "Who is attracted to carsharing?", Transportation Research Record, Vol.1986, No.1, 2006, pp. 98-105.
  5. Chandon, P., V. G. Morwitz, and W. J. Reinartz, "The short-and long-term effects of measuring intent to repurchase", Journal of Consumer Research, Vol.31, No.3, 2004, pp. 566-572. https://doi.org/10.1086/425091
  6. Chang, D., [2016 Look Back (3)] 5 Keywords for Hot Talk in the Automobile Industry, in: Sisa Today, 2016.
  7. Cheng, X., S. Fu, and G. Yin, "Does subsidy work? An investigation of post-adoption switching on car-hailing apps", Journal of Electronic Commerce Research, Forthcoming, 2016.
  8. Chiang, L. L. L., and C. S. Yang, "Does country-of-origin brand personality generate retail customer lifetime value? A big data analytics approach", Technological Forecasting and Social Change, Vol.130, 2018, pp. 177-187. https://doi.org/10.1016/j.techfore.2017.06.034
  9. Duncan, M., "The cost saving potential of carsharing in a us context", Transportation, Vol.38, No.2, 2011, pp. 363-382. https://doi.org/10.1007/s11116-010-9304-y
  10. Fader, P. S., B. G. Hardie, and K. L. Lee, "Rfm and Clv: Using iso-value curves for customer base analysis", Journal of Marketing Research, Vol.42, No.4, 2005, pp. 415-430. https://doi.org/10.1509/jmkr.2005.42.4.415
  11. Farrar, D. E. and R. R. Glauber, "Multicollinearity in regression analysis: The problem revisited", The Review of Economic and Statistics, 1967, pp. 92-107.
  12. Goldman, T. and R. Gorham, "Sustainable urban transport: Four innovative directions", Technology in Society, Vol.28, No.1-2, 2006, pp. 261-273. https://doi.org/10.1016/j.techsoc.2005.10.007
  13. Greenwood, B. N. and S. Wattal, "Show me the way to go home: An empirical investigation of ride-sharing and alcohol related motor vehicle fatalities", MIS Quarterly, Vol.41, No.1, 2017, pp. 163-187. https://doi.org/10.25300/MISQ/2017/41.1.08
  14. Grischkat, S., M. Hunecke, S. Bohler, and S. Haustein, "Potential for the reduction of greenhouse gas emissions through the use of mobility services", Transport Policy, Vol.35, 2014, pp. 295-303. https://doi.org/10.1016/j.tranpol.2014.06.007
  15. Gupta, S., D. Hanssens, B.Hardie, W. Kahn, V. Kumar, N. Lin, N. Ravishanker, and S. Sriram, "Modeling customer lifetime value", Journal of Service Research, Vol.9, No.2, 2006, pp. 139-155. https://doi.org/10.1177/1094670506293810
  16. Haenlein, M. and B. Libai, "Targeting revenue leaders for a new product", Journal of Marketing, Vol.77, No.3, 2013, pp. 65-80. https://doi.org/10.1509/jm.11.0428
  17. Heldt, R., C. S. Silveira, and F. B. Luce, "Predicting customer value per product: From RFM to RFM/P", Journal of Business Research, Vol.127, 2021, pp. 444-453. https://doi.org/10.1016/j.jbusres.2019.05.001
  18. Hennig-Thurau, T. and C. Thurau, "Customer orientation of service employees-toward a conceptual framework of a key relationship marketing construct", Journal of Relationship Marketing, Vol.2, No.1-2, 2003, pp. 23-41. https://doi.org/10.1300/J366v02n01_03
  19. Hwang, K.-Y. and H.-J. Jeon, "Applying sharing economy principle on transport with focus on car sharing practice and research", Journal of Transport Research, Vol.21, No.1, 2014, pp. 35-49. https://doi.org/10.34143/jtr.2014.21.1.35
  20. Jian, S., W. Liu, X. Wang, H. Yang, and S. T. Waller, "On integrating carsharing and parking sharing services", Transportation Research Part B: Methodological, Vol.142, 2020, pp. 19-44. https://doi.org/10.1016/j.trb.2020.09.013
  21. Joo, J.-H., "Motives for participating in sharing economy: Intentions to use car sharing services", Journal of Distribution Science, Vol.15, No.2, 2017, pp. 21-26. https://doi.org/10.15722/jds.15.2.201702.21
  22. Kim, D., K. Park, D.-J. Lee, and Y. Ahn, "Predicting mobile trading system discontinuance: The role of attention", Electronic Commerce Research and Applications, Vol.44, 2020, p. 101008.
  23. Kumar, V. and D. Shah, "Expanding the role of marketing: From customer equity to market capitalization", Journal of Marketing, Vol.73, No.6, 2009, pp. 119-136. https://doi.org/10.1509/jmkg.73.6.119
  24. LaTour, K. A. and H. N. Noel, "Self-directed learning online: An opportunity to binge", Journal of Marketing Education, Vol.43, No.2, 2021, pp. 174-188. https://doi.org/10.1177/0273475320987295
  25. Lee, J., J. Lee, H. Lee, and J. Lee, "An exploratory study of factors influencing repurchase behaviors toward game items: A field study", Computers in Human Behavior, Vol.53, 2015, pp. 13-23. https://doi.org/10.1016/j.chb.2015.06.017
  26. Li, M., Q. Wang, Y. Shen, and T. Zhu, "Customer relationship management analysis of outpatients in a Chinese infectious disease hospital using drug-proportion recency-frequency-monetary model", International Journal of Medical Informatics, 2020, p. 104373.
  27. Li, Z., Y. K. Hong, and Z. Zhang, "Empowerment or substitution? Entry of platform-based sharing economy on the local labor markets", 39th International Conference on Information Systems, ICIS 2018. Association for Information Systems, 2018.
  28. Liao, C., H.-N. Lin, M. M. Luo, and S. Chea, "Factors influencing online shoppers' repurchase intentions: The roles of satisfaction and regret", Information & Management, Vol.54, No.5, 2017, pp. 651-668. https://doi.org/10.1016/j.im.2016.12.005
  29. Litman, T., "Evaluating carsharing benefits", Transportation Research Record, Vol.1702, No.1, 2000, pp. 31-35. https://doi.org/10.3141/1702-04
  30. Lu, B., Z. Wang, and S. Zhang, "Platform-based mechanisms, institutional trust, and continuous use intention: The moderating role of perceived effectiveness of sharing economy institutional mechanisms", Information & Management, Vol.58, No.7, 2021, p. 103504.
  31. Luna, T. F., M. Uriona-Maldonado, M. E. Silva, and C. R. Vaz, "The influence of e-carsharing schemes on electric vehicle adoption and carbon emissions: An emerging economy study", Transportation Research Part D: Transport and Environment, Vol.79, 2020, p. 102226.
  32. Martin, E. and S. Shaheen, "The impact of carsharing on public transit and non-motorized travel: An exploration of north american carsharing survey data", Energies, Vol.4, No.11, 2011, pp. 2094-2114. https://doi.org/10.3390/en4112094
  33. Mensah, I. K., Z. Tianyu, G. Zeng, and L. Chuanyong, "Determinants of the continued intention of college students in China to use didi mobile car-sharing services", SAGE Open, Vol.9, No.4, 2019, p. 2158244019893697.
  34. Millard-Ball, A., Car-Sharing: Where and How It Succeeds, Transportation Research Board, 2005.
  35. Ming-liang, C., "A experimental research on the determinants of customer repurchase intention", Science Research Management, Vol.1, 2003, p. 019.
  36. Nijland, H. and J. van Meerkerk, "Mobility and environmental impacts of car sharing in the Netherlands", Environmental Innovation and Societal Transitions, Vol.23, 2017, pp. 84-91. https://doi.org/10.1016/j.eist.2017.02.001
  37. Peppers, D. and M. Rogers, The One to One Future: Building Relationship One Customer at a Time, New York: Doubleday, 1993.
  38. Platzer, M. and T. Reutterer, "Ticking away the moments: Timing regularity helps to better predict customer activity", Marketing Science, Vol.35, No.5, 2016, pp. 779-799. https://doi.org/10.1287/mksc.2015.0963
  39. Prieto, M., G. Baltas, and V. Stan, "Car sharing adoption intention in urban areas: What are the key sociodemographic drivers?", Transportation Research Part A: Policy and Practice, Vol.101, 2017, pp. 218-227. https://doi.org/10.1016/j.tra.2017.05.012
  40. Punj, G., "Effect of consumer beliefs on online purchase behavior: The influence of demographic characteristics and consumption values", Journal of Interactive Marketing, Vol.25, No.3, 2011, pp. 134-144. https://doi.org/10.1016/j.intmar.2011.04.004
  41. Reichheld, F. and J. Sasser, "Zero defections: Quality come to services", Harvard Bussines Review, Vol.68, No.5, 1990, pp. 105-111.
  42. Reutterer, T., M. Platzer, and N. Schroder, "Leveraging purchase regularity for predicting customer behavior the easy way", International Journal of Research in Marketing, Vol.38, No.1, 2021, pp. 194-215. https://doi.org/10.1016/j.ijresmar.2020.09.002
  43. Rifkin, J., The Age of Access: The New Culture of Hypercapitalism, Penguin, 2001.
  44. Rotaris, L., R. Danielis, and I. Maltese, "Carsharing use by college students: The case of milan and rome", Transportation Research Part A: Policy and Practice, Vol.120, 2019, pp. 239-251. https://doi.org/10.1016/j.tra.2018.12.017
  45. Schaefers, T., "Exploring carsharing usage motives: A hierarchical means-end chain analysis", Transportation Research Part A: Policy and Practice, Vol.47, 2013, pp. 69-77. https://doi.org/10.1016/j.tra.2012.10.024
  46. Shaheen, S., E. Martin, and H. Totte, "Zero-emission vehicle exposure within us carsharing fleets and impacts on sentiment toward electric-drive vehicles", Transport Policy, Vol.85, 2020, pp. A23-A32. https://doi.org/10.1016/j.tranpol.2019.09.008
  47. Shaheen, S., D. Sperling, and C. Wagner, "Carsharing in Europe and North America: Past, present, and future", Transportation Quarterly, Vol.52, No.3, 1998, pp. 1-18.
  48. Silvestri, A., S. Foudi, I. Galarraga, and A. Ansuategi, "The contribution of carsharing to low carbon mobility: Complementarity and substitution with other modes", Research in Transportation Economics, Vol.85, 2021, p. 100968.
  49. Stangl, B., M. Kastner, and G. Prayag, "Pay-what-you-want for high-value priced services: Differences between potential, new, and repeat customers", Journal of Business Research, Vol.74, 2017, pp. 168-174. https://doi.org/10.1016/j.jbusres.2016.10.030
  50. Sun, B. and L. Shibo, "Learning and acting on customer information: A simulation-based demonstration on service allocations with offshore centers", Journal of Marketing Research, Vol.48, No.1, 2011, pp. 72-86. https://doi.org/10.1509/jmkr.48.1.72
  51. Sun, G., R. Sun, J. Li, W. Wang, and L. Johnson, "Consumers' trust propensity and continuous use intention toward the sharing economy: A moderated mediation model", Journal of Consumer Behaviour, 2022, Vol.21, No.4, pp. 871-879. https://doi.org/10.1002/cb.2045
  52. Ter Huurne, M., A. Ronteltap, R. Corten, and V. Buskens, "Antecedents of trust in the sharing economy: A systematic review", Journal of Consumer Behaviour, Vol.16, No.6, 2017, pp. 485-498. https://doi.org/10.1002/cb.1667
  53. Theodorakis, N. D., A. Koustelios, L. Robinson, and A. Barlas, "Moderating role of team identification on the relationship between service quality and repurchase intentions among spectators of professional sports", Managing Service Quality: An International Journal, Vol.19, No.4, 2009, pp. 456-473. https://doi.org/10.1108/09604520910971557
  54. Wagner, S., T. Brandt, and D. Neumann, "In free float: Developing business analytics support for carsharing providers", Omega, Vol.59, 2016, pp. 4-14. https://doi.org/10.1016/j.omega.2015.02.011
  55. Zervas, G., D. Proserpio, and J. W. Byers, "The rise of the sharing economy: Estimating the impact of airbnb on the hotel industry", Journal of Marketing Research, Vol.54, No.5, 2017, pp. 687-705. https://doi.org/10.1509/jmr.15.0204
  56. Zhang, Y., E. T. Bradlow, and D. S. Small, "New measures of clumpiness for incidence data", Journal of Applied Statistics, Vol.40, No.11, 2013, pp. 2533-2548. https://doi.org/10.1080/02664763.2013.818627
  57. Zhang, Y., E. T. Bradlow, and D. S. Small, "Predicting customer value using clumpiness: From RFM to RFMC", Marketing Science, Vol.34, No.2, 2015, pp. 195-208. https://doi.org/10.1287/mksc.2014.0873
  58. Zhang, Y. and L. Li, "Intention of Chinese college students to use carsharing: An application of the theory of planned behavior", Transportation Research Part F: Traffic Psychology and Behaviour, Vol.75, 2020, pp. 106-119. https://doi.org/10.1016/j.trf.2020.09.021
  59. Zhou, F., Z. Zheng, J. Whitehead, R. K. Perrons, S. Washington, and L. Page, "Examining the impact of car-sharing on private vehicle ownership", Transportation Research Part A: Policy and Practice, Vol.138, 2020, pp. 322-341.  https://doi.org/10.1016/j.tra.2020.06.003