A Study on Consumer Sharing Economy Service Usage Attitudes and Usage Intentions

Abstract

The recent global economic crisis has resulted in increased discussion and attention on the sharing economy, a form of economic activity where individuals share currently available products. This study investigates consumer sharing economy usage attitudes and usage intentions by applying rational choice theory. For this study, an investigation that had 400 adult consumers from across Korea answer a structured questionnaire was conducted. A statistical approach using SPSS ver. 22.0 was used to analyze the data. The study found that the consumer’s sharing economy value and participation levels were higher than usual. Higher than usual consumption patterns were seen for the construct of rational behavior theory. An analysis of the relative influence of variables regarding sharing economy usage intention also found that usage intention was higher for those who had experienced using a sharing economy services rather than those who did not have experience. In addition, the sharing economy usage intention also increased along with the values for subjective norms, sharing economy usage attitudes, sharing economy participation, sharing economy emotional benefits, and increased values. This study found that fundamental materials for consumer education should be made to eliminate difficulties that consumers have when they use sharing economy services. It is also expected that economic policy will develop to stimulate the sharing economy in a stable manner, that sharing economy-related information will be provided to consumers, and that consumer policies will be prepared to prevent consumer problems before they occur. Keywords: sharing economy service, value, involvement, service usage intention