공유경제 서비스에 대한 지속이용의도 형성: 심리적소유감의 매개효과를 중심으로

Abstract

Sharing economy emerges as an attractive alternative to the traditional ownership-based economy. Just like other new successful initiatives in the marketplace, it is essential for sharing economy to induce continued usage from those consumers who have tried it out. This study postulates perceived usefulness and the sense of attachment as antecedents of psychological ownership and investigates whether these factors make meaningful influences upon one’s continued usage of a sharing economy service. Data collection was carried out by using self-reported survey method who had used carsharing services at least once within a previous year. Findings of the study were encouraging as consumers were found to perceive sharing economy in a positive way after using it. Both perceived usefulness and the sense attachment had a direct, positive effect on continuance intention of the carsharing service. In addition, both perceived usefulness and attachment had indirect influences on their continuance intention through the mediation of psychological ownership. Finally, psychological ownership is found to exert a strong, direct influence upon one’s continuance intention. These findings suggest that one’s intention to patron the sharing economy is founded upon both rational and emotional factors. Such findings of the study suggest meaningful implications for both academics and practitioners.