소비가치가 공유경제 활용의도에 미치는 영향- 지각된 유용성의 매개효과- = The Effect of Consumption Value on Utilization Intention in the Sharing Economy - The Mediating Effect of Perceived Usefulness-

다국어 초록 (Multilingual Abstract)

The sharing economy is shifting from cost-saving consumption to value-oriented consumption. This study empirically examines how consumption value affects utilization intention in the sharing economy, focusing on the mediating role of perceived usefulness.
Consumption value was categorized into four subdimensions (functional, social, emotional, and ethical value), and their effects on perceived usefulness and utilization intention were analyzed.
A survey was conducted with adult consumers who had prior experience using sharing economy services, and 218 valid responses were used to test the research hypotheses. The results show that functional value has a significant positive effect on utilization intention through the mediation of perceived usefulness. Social and emotional values exhibit both direct effects and indirect effects via perceived usefulness, whereas ethical value has a significant direct positive effect on utilization intention independent of perceived usefulness.
These findings demonstrate that utilization intention in the sharing economy is not driven by a single utility-based mechanism, but is shaped through different operating mechanisms depending on the type of consumption value. Based on these results, this study discusses marketing strategies and managerial implications for sharing economy businesses to better understand and respond to consumer behavior.