An Exploratory Study on Sharing Economy Network Building in Local Destinations : Perception of the Sharing Economy Services of Accommodation and Car Rental in Local Communities

Min, Woong-Ki; 조교수, 목원대학교 교양교육원; Kim, Sangtae

doi:10.26654/iagc.2019.6.1.001

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“…The sharing economy service research for P2P has been conducted in the form of sharing personal ownership and deals with themes such as vehicle sharing, lodging sharing, and baby product sharing (Kim 2021;Lim et al 2020). For B2P-targeted sharing economy service research, Min and Kim (2019) conducted a sharing economy service study in a local tourist area, and Yoon et al (2017) conducted a bicycle sharing service study. Yoon et al (2021) conducted a study focusing on the sharing economy services of Chinese companies.…”

Section: Introductionmentioning

confidence: 99%

Influence of the Characteristics of Sports Sharing Economy Services on Intention of Use: The Mediating Effect of Consumer Attitude and Trust

Kim

Lee

2022

Social Sciences

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This study empirically investigated the effectiveness of the characteristics of sports sharing economy services that has been highlighted recently. The study used consumers’ attitude and trust as parameters of the association between the characteristics and use intention of consumers. There are three research questions in the study. The first question is whether the characteristics of sports sharing economy services affect the consumers’ use intention. The second question is whether the characteristics of sports sharing economy services affect the attitude of consumers and the trust level in sports sharing economy services. The third question is whether the attitude and trust level of consumers mediate sports sharing economy services and use intention. A survey was conducted among college students using a convenient sampling method. We found that: (1) service characteristics such as usefulness, bonding, and consistency had a positive influence on use intention, and risk factor had a negative influence; (2) the service characteristics significantly influenced consumer attitudes and trust of the sharing economy services; usefulness, bonding, and consistency had a positive influence, and risk factor had a negative influence; and (3) the attitude and trust of consumers toward sharing economy services affected use intention; usefulness, bonding, and sustainability had a positive influence, while risk factor had a negative influence. Thus, it was confirmed that the attitude and trust level of consumers mediated sports sharing economy services and use intention. This study also suggested academic and practical implications to establish a more effective sports sharing economy service marketing strategy and develop quality content in relation to the service characteristics and consumers.

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Section: Introductionmentioning

confidence: 99%