An Empirical Study on Consumers’ Intention to Use a Global Business-to-Consumer Sharing Platform

• 발행기관: 한국무역학회
• 저자명: Mie-Jung Kim Su-Young Kwak Do-Hyung Lee
• 간행물 정보: 『Journal of Korea Trade (JKT)』Vol.23 No.7, 45~63쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2019.11.30

영문 초록

Purpose - This study aims to examine the factors that affect consumers intention to use a global business-to-consumer sharing platform. Design/methodology - The questionnaire collected 300 copies from June 25 to July 11, 2019, of which 281 were used for statistical processing. The structural equation model (SEM) was used to test hypothesis in this research. Findings - The results showed that information innovation, personalization, and personal innovation influenced perceived usefulness, and social connectivity did not affect perceived usefulness. And perceived usefulness greatly influenced the intention to use. Research limitations/implications - The limitations of the study are that most of the survey respondents were in their twenties and could not grasp the perception of sharing economy services for various age groups. This paper derived implications that sharing platform promotes sharing and cooperation, which are the basic principles of international trade, to increase the intrinsic value of resources by cyclically using and utilizing limited resources around the world. Originality/value - It aims to contribute to the growth of consumer value-related industries and the welfare of society by providing implications from the point of view of sharing platform services.

목차

1. Introduction

2. Literature Review

3. Hypotheses

4. Method

5. Conclusions

References

키워드

Intention to Use Perceived Usefulness Sharing Platform Social Connectivity