신뢰가 공유소비의도에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

A new consumption pattern, called “sharing economy,” or “collaborative consumption,” has become a trend in recent years. Trust is considered an important driver to use sharing consumption for consumers from multiple surveys. There has been some scandals that are breaking consumers’ trust about Uber and Airbnb which are known as examples of sharing economy. It is expected that trust will be especially regarded important under the circumstances.
The previous studies in sharing economy are mostly about definitions and cases. Empirical studies of sharing economy are at early stage. There has been few studies about trust and sharing economy, however, it is hard to find studies that offers effects on the intention of sharing consumption with three categorized trusts(platform trust, seller trust, and community trust).
We studied the effects of trust on sharing consumption intention. The results shows that all types of trust(platform trust, seller trust, and community trust) have significant effects on sharing consumption intention and community trust has the most significant effect on sharing consumption intention. We offers managerial implications for the companies in sharing economy based on the study results.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 배경 1
• 2. 연구의 목적 3
• 3. 연구의 방법 4
• Ⅱ. 이론적 배경 5
• 1. 공유경제 5
• 2. 신뢰 7
• 3. 플랫폼 8
• 4. 판매자 10
• 5. 커뮤니티 11
• 6. 소비자 특성 12
• 7. 공유소비의도 14
• Ⅲ. 연구모형 및 가설 15
• 1. 연구 모형 15
• 2. 연구 가설 16
• Ⅳ. 실증분석 18
• 1. 자료수집 18
• 2. 측정변수 및 자료분석 방법 18
• (1) 신뢰 19
• ➀ 플랫폼 신뢰 19
• ➁ 판매자 신뢰 19
• ➂ 커뮤니티 신뢰 19
• (2) 소비자 특성 20
• (3) 이용의도 21
• 3. 표본의 특성 21
• Ⅴ. 연구결과 24
• 1. 척도의 타당성 및 신뢰성 검토 24
• 2. 가설 검증 및 결과 27
• (1) 주효과 분석 28
• (2) 상품유형에 따른 신뢰의 영향력 분석 28
• (3) 소비자 특성에 따른 신뢰의 영향력 분석 30
• Ⅵ. 결론 33
• 1. 연구의 요약 및 실무적 시사점 33
• 2. 연구의 학문적 시사점 36
• 3. 연구의 한계점 및 향후 연구 방향 36
• 참고문헌 38
• 부록. 설문지 49