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P2P(개인간) 차량공유 서비스 잠재 소비자 특성 및 이용의사 영향 요인에 관한 탐색적 연구

An Exploratory Study on the Characteristics of Potential Consumers and Factors Affecting Intention to Use P2P (Peer-to-Peer) Car Sharing Service

임미자|선우상기
한국소비문화학회|2021.09|소비문화연구 (Journal of Consumption Culture)|제24권 제3호|pp. 119-145|DOI 10.17053/jcc.2021.24.3.006

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공유경제Sharing Economy공유서비스소비자 특성차량공유Consumer CharacteristicsCar SharingP2P(Peer to Peer)Sharing ServicesP2P (Peer to Peer)

초록

본 연구는 P2P(Peer to Peer) 차량공유 글로벌 시장 트렌드 및 현황과 P2P 차량공유가 기존 B2C(Business to Consumer) 차량공유 대비 가지는 강점을 비교 제시하였다. P2P 차량공유에 대한 최근의 국내 소비자들의 인식과 태도, P2P 차량공유 국내 도입 시의 이용의사, 그리고 P2P 차량공유 이용의사에 영향을 미치는 요인들을 분석하였다. 이용의사에 대한 영향 요인은 소비자의 인구통계적 특성 외에 심리적 특성, 기존 공유서비스 이용 경험 여부 및 만족도 측면으로 나누어 새롭게 조명하였으며, 이들 요인들 간 영향력의 크기를 비교, 제시하였다. 나아가 P2P 차량공유에 대한 호감/비호감의 이유를 분석하여 관리적 시사점을 도출하였다. 본 연구 결과는 기존의 공유서비스 관련 선행 연구의 폭을 확장하였을 뿐 아니라 관련 정책 입안자들에게는 국내 P2P 시장을 준비하는 데 도움을 줄 것이다.

Abstract

This study focuses on analyzing the Korean consumer perception and attitude on P2P (Peer-to-Peer) car sharing. It particularly looks at the impact of the experience in existing sharing services, including their satisfaction level, on P2P car sharing, and reasons for preferring and not preferring the service. The result shows that Korean consumers have a slightly higher level of preference for P2P car sharing, and a moderate level of intention to use the service. Also, the intention level of using the service is higher as a renter than as a lender. This study discovered reasons for liking and disliking the P2P car-sharing service. The renters, who intend to exploit the service to use the cars, like the service from the perspective of experience and economic benefits. But they also show a high rate of concerns regarding trust in the service. The lenders, who register their cars to lend out, like the service because they can make profits out of the time that they don't use the car, or through the cars that they no longer use. But they also express some concerns in terms of psychological insecurity that they would have to lend their cars to strangers and also expect it would be difficult to deal with the accidents. Experience with existing sharing services increased familiarity with the concept of sharing services, which led to a higher preference level for P2P car-sharing services. However, the experience itself does not have a significant impact on the intention level of actually use the service, but only when they were satisfied with their experiences. Many studies show mixed conclusions on the P2P car-sharing market and its level of maturity, and the difference in intention to use the service based on demographic and national characteristics. This study found that the recent Korean consumers have no significant demographic difference in their willingness to use the service. However, the group with higher eco-friendly and innovative characteristics showed a higher intention level to use the service than the group without. And also comparative analysis of the extent of impact by factor showed that the degree of impact of past sharing-service satisfaction and consumers' innovative tendency was greater than that of other factors. The theoretical contribution of this study is that it has expanded the scope of prior research by analyzing the recent perception of P2P vehicle sharing by domestic consumers. The P2P vehicle sharing model is still unfamiliar to South Korean consumers. Before the introduction of the country, the culture of sharing personal resources in Korea should also be considered, and sufficient publicity is needed to be taken naturally by consumers. After the coronavirus, people's need and perception of ‘green’ is increasingly emphasized. Car sharing is an indispensable topic of the eco-friendly movement. Automotive and mobility-related companies need to fully understand the characteristics of the market and the consumers before introducing a new type of business. In addition, the contribution of this study is that it presented consumers' concerns about P2P vehicle sharing and anticipated obstacles, which will be a guide to the development of future strategic directions for the relevant business.

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