Keon Chul Park, In-Kuk Song, Journal of Internet Computing and Services, Vol. 20, No. 2, pp. 109-0, Apr. 2019
10.7472/jksii.2019.20.2.109, Full Text:
Keywords: Car Sharing Service, Sharing Economy, Value Adoption Model, Nanum Car, Mediating Effect

Abstract

The purpose of this study is to deliver both market-practical and civil-centric political implication for sharing economy by investigating the nature of consumer-adoption for car-sharing service. With the global interest and market proliferation of the sharing economy, various service models for sharing idle resources have also been released in Korea. Particularly, in case of car sharing service, public - private partnership projects are spreading rapidly in various local governments including Seoul, along with the growing demand for alternative transportation system centering on the urban area. This study conducted an empirical study on the process of accepting the car sharing service by analyzing the data collected from users of the car sharing service "Sharing Car(Nanum Car)“ of Seoul Metropolitan Government. A survey was conducted on 281 users in their twenties who are in the age of main use among the experienced users of the ”Sharing Car(NaNum)“ residing in Seoul. The result of analysis on the relationship between these users' perceived value and intention to use the vehicle sharing service would provide implications for establishing consumer(citizen)–centeric policies as well as market implications.

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