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A Comparison of Influencing Factors on Usage Intention between Shared Cars and Environment-friendly Cars -Focusing on Chinese Consumers

공유자동차와 친환경자동차의 이용의도에 영향을 미치는 요인의 비교 -중국소비자를 중심으로

  • Chen, Qian Qian (Dept. of International Business, Chungbuk National University) ;
  • Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
  • 진천천 (충북대학교 국제경영학과) ;
  • 박현정 (충북대학교 국제경영학과)
  • Received : 2018.08.27
  • Accepted : 2018.11.20
  • Published : 2018.11.28

Abstract

This study explored the relationships among perceived values of environment friendly-cars and shared cars, product attitudes, subjective norms, and usage intentions. The study also examined the difference between the consumer attitudes toward environment friendly-cars and shared-cars. 357 survey responses of Chinese consumers were analyzed with structural equation modeling. The results indicate that the perceived values of environment friendly-cars had positive effects on the product attitude, while the environmental as well as economic value of shared-cars had positive effects on the product attitude. The product attitude, subjective norm and anticipated guilt had positive effects on the usage intention. The results are expected to provide useful marketing strategies related to both environment friendly-car and shared car industries.

Keywords

Environment friendly-car;Shared car;Perceived value;Subjective norm;Anticipated guilt

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Fig. 1. Research Model

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Fig. 2. Hypothesis Test (Shared Car)

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Fig. 3. Hypothesis Test (Eco-friendly Car)

Table 1. Exploratory Factor Analysis (Shared Car)

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Table 2. EFA (Eco-friendly Car)

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Table 3. Confirmatory Factor Analysis (Shared Car)

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Table 4. CFA (Eco-friendly Car)

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Table 5. Path Coefficient Comparison

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