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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제18권 제1호
발행연도
2020.1
수록면
107 - 121 (15page)

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초록· 키워드

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Purpose: Shared mobility services are the most notable in the shared economy; however, they have yet to be activated in Korea due to various regulations and conflicts amongst stakeholders. Nevertheless, shared mobility has become an irresistible trend of the times, as it can cause a great deal of economic and environmental benefits. In this vein, the purpose of this study is to contribute to the revitalization of shared mobility services in Korea and to provide service providers with implications for developing consumer-oriented marketing strategies. Research design, data and methodology: Based on the reasons that the users do not use shared mobility service, the factors influencing the behaviors of shared mobility users are structured and analyzed in a reliable, technical and procedural manner. To this end, the theory of reasoned action (TRA) of Ajzen and Fisbbein, the initial trust model (ITM), task technology fit (TTF) and switching cost (SC) are adopted. A total of 202 questionnaires were collected from the respondents who were aware of shared mobility. Then statistical processing of the collected data used SmartPLS(v.3.2.8), a PLS-SEM (Partial Least Squares Structural Equation Modeling) analysis program. The steps of the analysis are as follows. First, a PLSAlgorithm analysis was performed to evaluate the measurement model, and a Bootstraping and Blindfolding analysis was performed to evaluate the structural model and verify the hypotheses. Second, a multi-group analysis (PLS-MGA) was conducted to further analyze the differences depending on whether or not users experienced shared mobility service. Results: The results showed that initial trusts model (ITM) and task technology fit (TTF) have positive effects on users’ behaviors through the mediation of the intention to use. As opposed to the assumption, switching costs did not have negative moderating effects in relation to the intention to use and users’ behaviors. The influence of IT self-efficacy was significant, depending on the prior experience to use shared mobility services. Conclusions: This study will contribute to the revitalization of domestic shared mobility services and the formulation of service providers' marketing strategies. In future studies, there is a need to explore, reconstruct, and validate factors other than the impact factors of the shared mobility services used in this research model.

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참고문헌 (57)

참고문헌 신청
Agarwal, R. / 2000 / Time flies when you're having fun : Cognitive absorption and beliefs about information technology usage / MIS Quarterly 24(4):665~694 google schola Ajzen, I. / 1974 / Factors influencing intentions and the intention-behavior relation / Human Relations 27(1):1~15 google schola Burnham, T. A. / 2003 / Consumer switching costs-A typology, antecedents, and consequences / Journal of the Academy of Marketing Science 31(2):109~126 google schola Burton, J. J. F. / 1986 / The share economy-Conquering stagflation / Industrial and Labor Relations Review 39(2):285~291 google schola Chebat, J. C. / 2011 / More on the role of switching costs in service markets : A research note / Journal of Business Research 64(8):823~829 google schola

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