Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Comparison of Influencing Factors on Usage Intention between Shared Cars and Environment-friendly Cars -Focusing on Chinese Consumers

공유자동차와 친환경자동차의 이용의도에 영향을 미치는 요인의 비교 -중국소비자를 중심으로

  • Chen, Qian Qian (Dept. of International Business, Chungbuk National University) ;
  • Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
  • 진천천 (충북대학교 국제경영학과) ;
  • 박현정 (충북대학교 국제경영학과)
  • Received : 2018.08.27
  • Accepted : 2018.11.20
  • Published : 2018.11.28
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Abstract

This study explored the relationships among perceived values of environment friendly-cars and shared cars, product attitudes, subjective norms, and usage intentions. The study also examined the difference between the consumer attitudes toward environment friendly-cars and shared-cars. 357 survey responses of Chinese consumers were analyzed with structural equation modeling. The results indicate that the perceived values of environment friendly-cars had positive effects on the product attitude, while the environmental as well as economic value of shared-cars had positive effects on the product attitude. The product attitude, subjective norm and anticipated guilt had positive effects on the usage intention. The results are expected to provide useful marketing strategies related to both environment friendly-car and shared car industries.

본 연구는 친환경자동차와 공유자동차 이용의도에 대한 영향 요인으로서 소비자의 지각된 가치, 제품 태도, 주관적 규범, 예상된 죄책감 등을 탐색하고 소비자 태도의 차이도 살펴보고자 하였다. 중국 소비자 357명의 설문조사 자료를 구조방정식모형을 이용하여 분석한 결과는 다음과 같다. 첫째, 친환경자동차에 대한 환경적, 경제적, 사회적 가치가 소비자 태도에 긍정적인 영향을 미쳤고, 공유자동차의 경우에는 환경적 가치와 경제적 가치 인식이 태도에 긍정적 영향을 미쳤으나 사회적 가치는 유의한 영향을 미치지 못하는 것으로 나타났다. 둘째, 친환경자동차와 공유자동차에 대한 제품 태도, 주관적 규범, 예상된 죄책감은 각각 이용의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 이러한 결과를 통하여 친환경자동차와 공유자동차와 관련된 유용한 마케팅 시사점을 제공해줄 수 있을 것으로 기대한다.

Keywords

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Fig. 1. Research Model

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Fig. 2. Hypothesis Test (Shared Car)

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Fig. 3. Hypothesis Test (Eco-friendly Car)

Table 1. Exploratory Factor Analysis (Shared Car)

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Table 2. EFA (Eco-friendly Car)

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Table 3. Confirmatory Factor Analysis (Shared Car)

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Table 4. CFA (Eco-friendly Car)

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Table 5. Path Coefficient Comparison

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