Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Consumer's Ethical Self-Identity and Service Utility based on Sharing Economy Service on Service Satisfaction and Intention to Recommendation

공유경제서비스에 대한 소비자의 윤리적 자아정체성과 서비스효용이 서비스만족도와 추천의도에 미치는 영향

  • Lee, Yun-Sun (Department of Business Administration, Sungkyul University)
  • Received : 2019.12.01
  • Accepted : 2020.01.20
  • Published : 2020.01.28
Download PDF
⟨ Previous Next ⟩

Abstract

As part of the sharing economy service, the present study is not only about the positive aspects of O2O services, but also about the consumer ethical perceptions of recent conflicts with existing business and labor markets, trust of platform, and service utility on consumer satisfaction and intention to recommend O2O services. To test hypotheses, data were collected and analyzed for 149 samples, focusing on the car sharing service, an example of the sharing economy service, which is becoming an issue. As a result, the ethical self-identity of the consumer, the trust of the platform, and the service utility, all affected the service satisfaction, whereas only the hedonic utility and trust of the platform had a positive effect on the intention to recommendation. This study is meaningful in that it examines the influence of service utility focusing on ethical consciousness and social perspective of consumers, rather than on the point of consumption such as ethical consumption position and trust of platform based on sharing economy service.

본 연구는 공유경제서비스의 일환으로 O2O서비스에 대해 긍정적인 측면만 있는 것이 아니라 기존기업 및 노동시장에 야기되는 최근 갈등 상황에서, 소비자의 O2O서비스 만족도와 추천의도에 소비자의 윤리적 자아정체성과 중개플랫폼의 신뢰성, 서비스효용이 미치는 영향에 대해 살펴보고자 한다. 즉 타인이나 사회의 책임으로부터 능동적이며 협력을 기반으로 하는 공유경제서비스의 기본이념과 연결되는 소비관점으로, 이전 연구들과는 다르게 소비자의 윤리적 자아정체성을 살펴보는데 본 연구의 의의가 있겠다. 이를 위해 최근 이슈화가 되고 있는 공유경제서비스의 한 예인 카셰어링 서비스를 중심으로 149명을 대상으로 자료를 수집하고 분석하고 연구문제를 검증하기 위해 회귀분석을 실행하였다. 분석결과, 소비자의 윤리적 자아정체성과, 중개플랫폼의 신뢰성, 서비스효용 모두 서비스만족도에 영향을 미치며, 추천의도에서는 중개플랫폼의 신뢰성과 쾌락적 효용만이 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 공유경제서비스에 대한 윤리적 소비와 중개플랫폼의 신뢰성과 같은 소비자의 윤리적, 사회적 관점을 중점으로 각 요인들의 영향력을 살펴보았다.

Keywords

References

  1. Hyundai Research Institute.(2017.5.15). Corporate Perception and Implications for the Fourth Industrial Revolution, VIP Report, 619, http://hri.co.kr/upload/publication/2017515172850[1].pdf.
  2. eNewsToday. (2019.10.19). O2O platform changes the paradigm of the industry, http://www.enewstoday.co.kr/news/articleView.html?idxno=1343255.
  3. ChosunBiz. (2019.10.31). Prosecution of the Global Automotive Market Dreams of Mobility Revolution, Bubble Crisis. https://biz.chosun.com/site/data/html_dir/2019/10/30/2019103002105.html.
  4. IT Chosun. (2019.10.23.). "TADA out" Taxi Industry assembly, http://it.chosun.com/site/data/html_dir/2019/10/23/2019102302007.html.
  5. Y. S. Lee. (2018). The Impact of Consumer's Psychological Attachment and Enjoyment, Trust on Satisfaction and Attitude toward On-Demand O2O(Online to Offline) Service. Journal of Convergence for Information Technology, 8(6), 399-407. DOI: 10.22156/CS4SMB.2018.8.6.399
  6. Y. H. Lee & I. O. Jeon. (2017). The effect of Characteristics of ICT-based O2O service on User satisfaction-Focusing on the mediating effect of Use safety. Journal of Digital Convergence, 15(4), 157-169. DOI: 10.14400/JDC.2017.15.4.157
  7. J. L. Song & J. H. Kim. (2018). Effects of Shopping Value of Car Sharing Service on Brand Loyalty and Intention to Use. Journal of Convergence for Information Technology, 8(4), 127-133. DOI: 10.22156/CS4SMB.2018.8.4.127
  8. S. J. Park & S. I. Kim. (2018). A Study on Development of Food Delivery Platform based on O2O - Focusing on Domestic and Overseas Cases. Journal of the Korea Convergence Society, 9(9), 159-165. DOI: 10.15207/JKCS.2018.9.9.159
  9. Ministry of Strategy and Finance (2019.1.9). Revitalization of Sharing Economy.
  10. KB Research (2017.8.28). Company's Response to the Sharing Economy and Recent Major Controversy, 17-66.
  11. D. Shaw, E. Shiu. & I. Clarke. (2000). The Contribution of Ethical Obligation and Self-identity to the Theory of Planned Behaviour: An Exploration of Ethical Consumers. Journal of Marketing Management, 16(8), 879-894. DOI: 10.1362/026725700784683672
  12. P. Sparks &　R. Shepherd. (1992). Self-Identity and the Theory of Planned Behavior: Assesing the Role of Identification with" Green Consumerism". Social Psychology Quarterly, 55(4), 388-399. DOI: 10.2307/2786955
  13. N. Michaelidou & L. M. Hassan (2008). The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes and Intentions towards Organic Food. International Journal of Consumer Studies, 32(2), 163-170. DOI: https://doi.org/10.1111/j.1470-6431.2007.00619.x
  14. M. B. Holbrook & E. C. Hirschman (1982). The Experiential Aspect of Consumption: Consumer Fantasies, Feeling and Fun. Journal of Consumer Research, 9(2), 132-140. DOI: https://doi.org/10.1086/208906
  15. M. B. Holbrook (1999). Introduction to Consumer Value. In M. B. Holbrook (Ed.), Consumer value: A Framework for Analysis and Research (pp. 1-28). London: Routledge.
  16. R. A. Spreng, G. D. Harrell, & R. D. Mackoy (1995). Service Recovery: Impact on Satisfaction and Intentions. Journal of Services Marketing, 9(1), 15-23. DOI: 10.1108/08876049510079853
  17. Y. J. Yi & C. L. Lee. (2007). The Role of Customer Loyalty Variables in the Effects of Customer Satisfaction on Firm's Performance. Korea Marketing Review, 22(1), 81-102. DOI:http://www.youjae.com/profile/Cs%20and%20Performance.pdf
  18. M. Söderlund & S. Rosengren. (2007). Receiving Word-of-mouth from the Service Customer: An Emotion-based Effectiveness Assessment. Journal of Retailing and Consumer Services, 14(2), 123-136. DOI: https://doi.org/10.1016/j.jretconser.2006.10.001
  19. A. Bhattacherjee. (2002). Individual Trust in Online Firms: Scale Development and Initial Test. Journal of Management Information Systems, 19(1), 211-241. DOI: https://doi.org/10.1080/07421222.2002.11045715
  20. C. Liu & K. P. Arnett. (2000). Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce. Information and Management, 38, 23-33. DOI: 10.1016/S0378-7206(00)00049-5
  21. H. Lee & J. H. Lim. (2001). Structural Relationships between Consumption Emotion, Satisfaction, and Product Attitudes. Korean Management Review, 30(4), 1115-1142. DOI: http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE06079212
  22. J. C. Nunnally. (1978). Psychometric Theory(2nd ed.). New York, NY: McGraw-Hill.
  23. Bloter. (2015.11.02.). Uber and Airbnb are not sharing economy companies. http://www.bloter.net/archives/242361.