The Perception of Technology Acceptance and Values Regarding ‘Sharing Economy Services’ as well as the ‘Network Effect’ on the ‘Use Intention’

Abstract

Purpose - We studied the perceived value, risk and network effect on the intention of using the sharing service and verified how each variable affected the use of the shared service and the existence of variable differences. Design/Methodology/Approach - To achieve the goal of this study, the structural model was presented based on precious research and the ‘perceived value’ (economic, empirical, reciprocal value), ‘perceived risk’, ‘perceived network effect’ were used as independent variables that affect the parameter, ‘trust’ and ‘perceived usefulness’, For the dependent variables, ‘use intention’ was put. The Structural Equation Model, as such, was constricted and criteria for suitability of the Structural Model were obtained by using this model, the relationship between independent and dependent variables was explored. Finding First, the perceived value had a significant effect on trust. Second, we confirmed that perceived risks of sharing economic services had a negative effect on trust and not on perceived usefulness. Third, the perceived usefulness and trust in sharing economic services had a significant impact on the intent of use. Fourth, this study showed that perceived risk of car-sharing services was the factor that gave direct negative effect on trust in service. Fifth, the effects of trust in vehicle-sharing services and perceived usability of the intended use were empirically verified. Research Implications - Although research on vehicle sharing services and related companies is still lacking, the research on vehicle sharing services is expected to continue to grow and develop in the future, so follow-up study in various fields is needed.