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Factors affecting the Usage Intention of Car-Sharing Service

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  • Zhang, Yan (Dept. of International Business, Chungbuk National University) ;
  • Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
  • 장염 (충북대학교 국제경영학과) ;
  • 박현정 (충북대학교 국제경영학과)
  • Received : 2019.05.08
  • Accepted : 2019.07.20
  • Published : 2019.07.28

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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Fig. 1. Model Analysis Result

Table 1. Measures

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Table 2. Confirmatory Factor Analysis

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Table 3. Hypotheses Test

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Table 4. Invariance Test

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Table 5. Path Coefficient Comparison

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