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http://dx.doi.org/10.14400/JDC.2019.17.7.099

Factors affecting the Usage Intention of Car-Sharing Service  

Zhang, Yan (Dept. of International Business, Chungbuk National University)
Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
Publication Information
Journal of Digital Convergence / v.17, no.7, 2019 , pp. 99-108 More about this Journal
Abstract
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.
Keywords
Car-Sharing; Perceived value and risk; Subjective norm; Pro-social behavior; Possessive desire;
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Times Cited By KSCI : 3  (Citation Analysis)
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