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Factors Influencing the Using Intention of Shared Economy Services  

Cho, Eun-Joo (호서대학교 일반대학원 테크노경영학과)
Suh, Sang-Hyuk (호서대학교 일반대학원 테크노경영학과)
Publication Information
Journal of Korea Technology Innovation Society / v.21, no.4, 2018 , pp. 1411-1444 More about this Journal
Abstract
The shared economy has been growing rapidly in recent years, creating an innovative economic paradigm based on the growing interest in sustainable development in the environmental aspect, the development of ICT technology, and the spread of mobile, Internet and smart environments. The purpose of this study is to investigate the factors influencing of the shared economy on the intention of domestic consumers using shared economy services. Also we would like to find out if personal orientation on sustainable development actually have a valid impact on perceived values and intentions of using Shared Economy services. The result of the study shows that the factors affecting the intention to use Shared Economy service were perceived usefulness, subjective norm, perceived risk, and sustainable orientation which are characteristics of Shared Economy service. In addition the result of the indirect effect study Find that the individual felt the emotional value through the perceived usefulness and have the greatest influence on intention to use. Therefore, it implies that the marketing strategy of the Shared Economy service should take into consideration the elements that can feel emotional value through usability. In the future, We research on domestic success and failure cases of Shared Economy services and robust verification of influential factors could be continue.
Keywords
Shared Economy service; intention to use; perceived value; sustainable orientation;
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Times Cited By KSCI : 4  (Citation Analysis)
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