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http://dx.doi.org/10.22156/CS4SMB.2018.8.4.127

Effects of Shopping Value of Car Sharing Service on Brand Loyalty and Intention to Use  

Song, Jung-Lan (Department of Business Administration, University of Seoul)
Kim, Joon-Hwan (Department of Paideia, Sungkyul University)
Publication Information
Journal of Convergence for Information Technology / v.8, no.4, 2018 , pp. 127-133 More about this Journal
Abstract
In recent years, the interest and importance of the sharing economy is increasing, and car sharing services are being activated. This study examined the effect of shopping value perceived by consumers on brand loyalty and intention to use the car sharing service. The purpose of this study is to identify the effects of these relationships on utilitarian and hedonic shopping values. To verify this, data were collected from 364 car sharing users and analyzed using structural equation modeling. As a result, both utilitarian shopping value and hedonic shopping value had a positive effect on brand loyalty. Brand loyalty had a positive effect on intention to use. Therefore, this study can confirm that the use situation of car sharing service is a theoretical and practical point in suggesting shopping value considering consumption attribute. This implies that a consumer-oriented approach to the sharing economy is needed.
Keywords
Car-sharing Service; Shopping Value; Brand Loyalty; Intention to Use; Sharing Economy;
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Times Cited By KSCI : 6  (Citation Analysis)
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