전동킥보드 공유 플랫폼의 서비스 품질이 소비자의 기술수용에 미치는 영향

Abstract

The electric scooter (e-scooter), categorized as a form of micromobility, is a powered standup scooter that commonly uses an electric motor. With recent technological development, e-scooter gained worldwide popularity especially after operating as sharing services. E-scooter sharing service in Korea was launched in 2018 and the market has expanded dramatically over the last 4 years. However, academic literature has been unable to keep pace with the sudden rate of change in the e-scooter sharing industry. Therefore, this study aims to explore how e-scooter sharing service quality affects consumer perceived use experience that in turn influences consumer’s attitude and consequent continued usage intention. The extended technology acceptance model (TAM) is adopted to understand consumer’s new type of sharing service adoption behavior from a service quality perspective. The new type of online to offline service quality measurement framework, which has a theoretical basis on SERVQUAL and modified to a micromobility sharing context, is utilized and integrated with TAM to predict consumer’s mobile platform service quality perception on the e-scooter sharing services. Moreover, consumer safety risk perception of e-scooter sharing service is included in this research. The results strongly support the traditional relationships among TAM variables, in which perceived ease of use and usefulness had positive association with consumer attitude and continuance intention. Also, positive influences of service quality on perceived usefulness, perceived ease of use and consumer satisfaction were demonstrated. Also, negative effects of perceived safety risk on consumer attitude, satisfaction and continuance intention were observed. Implications for further research and recommendations for stakeholders are discussed to promote this sustainable micromobility sharing option.