Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Factors affecting the Usage Intention of Car-Sharing Service

공유자동차 서비스 이용의도에 영향을 미치는 요인

  • 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
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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.

본 연구에서는 공유자동차 서비스에 대한 지각된 가치들(환경적 가치, 기능적 가치)과 위험, 소비자의 주관적 규범, 친사회적 행동 능력이 서비스에 대한 태도 및 이용의도에 미치는 영향을 분석하였다. 또한 이러한 영향 요인들과 소비자 태도 간의 관계에서 소유욕이 조절변수의 역할을 하는지 탐색하고자 하였다. 중국 소비자 238명의 설문 응답조사 자료를 구조방정식 모형을 이용하여 분석한 결과를 살펴보면 다음과 같다. 공유자동차에 대한 지각된 환경적 및 기능적 가치, 주관적 규범, 친사회적 행동 능력 모두 소비자 태도에 긍정적인 영향을 미쳤으나 공유자동차에 대한 위험지각은 유의한 영향을 미치지 않았다. 또한 환경적 가치 및 주관적 규범이 서비스에 대한 태도에 영향을 미치는 관계에서 소유욕이 조절한다는 점을 알 수 있었다. 이러한 결과를 통하여 본 연구가 공유경제 서비스와 관련된 유용한 마케팅 전략을 제공해줄 수 있을 것으로 기대한다.

Keywords

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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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