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http://dx.doi.org/10.14400/JDC.2020.18.1.103

The Impact of Consumer's Ethical Self-Identity and Service Utility based on Sharing Economy Service on Service Satisfaction and Intention to Recommendation  

Lee, Yun-Sun (Department of Business Administration, Sungkyul University)
Publication Information
Journal of Digital Convergence / v.18, no.1, 2020 , pp. 103-109 More about this Journal
Abstract
As part of the sharing economy service, the present study is not only about the positive aspects of O2O services, but also about the consumer ethical perceptions of recent conflicts with existing business and labor markets, trust of platform, and service utility on consumer satisfaction and intention to recommend O2O services. To test hypotheses, data were collected and analyzed for 149 samples, focusing on the car sharing service, an example of the sharing economy service, which is becoming an issue. As a result, the ethical self-identity of the consumer, the trust of the platform, and the service utility, all affected the service satisfaction, whereas only the hedonic utility and trust of the platform had a positive effect on the intention to recommendation. This study is meaningful in that it examines the influence of service utility focusing on ethical consciousness and social perspective of consumers, rather than on the point of consumption such as ethical consumption position and trust of platform based on sharing economy service.
Keywords
Sharing Economy Services; Car-sharing Service; Ethical Self-identity; Trust of Platform; Service Utility; Service Satisfaction; Intention to Recommendation;
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Times Cited By KSCI : 8  (Citation Analysis)
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