The Anti-consumption Effect on the Car Sharing Utility: The Moderating Effect of Brand Luxury Level

• 발행기관: 한국유통과학회
• 저자명: Hee-Jung LEE
• 간행물 정보: 『유통과학연구(JDS)』제18권 제6호, 63~75쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

Purpose: This study examines the motivations that prompt customers to use commercial sharing services (CSSs), and the relationship between anti-consumption and the perceived utility of CSSs in the fashion-sharing business. This study tries to understand how the two types of anti-consumption can differentially affect consumers’ perceived utility to use CSSs. In particular, as the types of CSS have diversified and many consumers have used them, it can be expected that the influence of anti-consumption on the perceived utility of CSSs can change, depending on the field where the CSS is applied. Research design, data and methodology: The structural equation modeling (SEM) with the SPSS 22.0 and AMOS 18.0 programs was used. Results: This study found that (i) two types of anti-consumption (voluntary and selective) differentially affect the perceived utilities to use CSSs; (ii) the two types of anti-consumption differentially affect the perceived utility to use CSSs depending on the level of the brand. Conclusions: In order to promote the spread of consumers use in the sharing economy, it will be possible to identify what important utility is and make a meaningful contribution to the establishment of future marketing strategies.

목차

1. Introduction

2. Theoretical Background and Hypotheses

3. Methodology

4. Results

5. Discussion

References

키워드

Anti-Consumption Commercial Sharing Service (CSS) Car Sharing Service Perceived Utility Brand Luxury Level