Abstract
This study examines the relationships between consumption values and car-sharing service adoption in Korean users. We used structural equation modeling to analyze data from 266 Korean individuals who had experience with car-sharing services. The results showed that functional value, social value, and conditional value positively predicted the use intention of car-sharing services. We also found that car-sharing use intention was positively related to the use behavior of car-sharing services. The findings suggest that both proximal and distal factors of consumption values explain the experimental use of car-sharing services. This study yields theoretical and practical insights into understanding the role of consumption values in customer use intention and behavior in the context of collaborative and experimental car-sharing service consumption.
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