소비절제 라이프스타일이 상업적 공유 경제 시스템 수용에 미치는 영향: 공유 효용을 중심으로 = The Effects of Anti-Consumption Lifestyle on Commercial Sharing System Acceptance: Focusing on Sharing Utility

다국어 초록 (Multilingual Abstract)

While commercial sharing system is growing in various fields such as automobiles, clothing, and accommodation, studies are under way to examine the various motivations of consumers using commercial sharing systems. The purpose of this study is to examine the perceptions of discriminatory utility of commercial sharing systems according to the anti-consumption lifestyles that consumers are interested in, and to investigate how they relate to sharing attitudes and intention. Anti-consumption lifestyle is divided into frugality, voluntary simplicity and tightwadism (obsessive consumption abstinence). We examine how each has a relationship with utility (usage, anti-industrial, and social utility) in the area of commercial sharing system. For the hypothesis test, the factors of anti-consumption lifestyle and the utility of automobile sharing system were measured and the data were collected and the relation of each constitutional concept was confirmed by using structural equations model. As a result, the frugality and the voluntary simplicity lifestyle were found to be related to the usage, anti - industrial utility, and social utility of the commercial sharing system respectively, and the tightwadism had a negative effect on the perceived usage utility. The three utilities of the commercial sharing system have a positive effect on the sharing attitude but have no effect on the intention directly, but influence the intention by mediating the attitude. This study is expected to provide a basis for the implementation of differentiated marketing strategies for the commercial sharing systems by confirming the differential recognition of the sharing utility according to the anticonsumption lifestyle.

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