공유경제 서비스에 대해 소비자가 느끼는 가치가 지속이용의도에 미치는 영향: 애착과 유용성의 매개효과

Abstract

Sharing economy is an alternative consumption paradigm in which consumers share, rather than own, limited resources. In order for a sharing economy service to settle in successfully, it is vital for consumers to use it on a continuous basis. However, prior research on sharing economy is mostly focused on the initial purchase intention of customers, and little is known about consumer behavior related to the continuance intention. This study investigates how perceived values, perceived usefulness, and sense of attachment contribute to the continuance intention in the sharing economy service. Findings of this study are intriguing. Customers’ perceived value of the car sharing services is found to have a positive influence on their perceived usefulness, as well as, their sense of attachment to the service. Both perceived usefulness and the sense of attachment to the service have a positive influence on their continuance intention. As postulated, sense of attachment is found to mediate the relationship between the perceived usefulness and continuance intention in the sharing economy service. Thus, the customers’ continuance intention is formed based upon both evaluative(i.e., perceived usefulness) and emotive(i.e., attachment) factors associated with the service. Such findings of this study provide several implications for both academics and practitioners.