Use Intention of Chauffeured Car Services by O2O and Sharing Economy

전수부 (Dept. of Electronic Commerce, Kongju National University)
무윤택 (Dept. of Electronic Commerce, Kongju National University)
이종호 (Dept. of Electronic Commerce, Kongju National University)

전수부, 무윤택, & 이종호. (2017). 공유경제와 O2O를 활용한 Chauffeured Car Services의 이용의도에 관한 연구. The Journal of Distribution Science(JDS), 15(12), 73-84, https://doi.org/https://doi.org/10.15722/jds.15.12.201712.73

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Abstract

Purpose - Over recent years, O2O and shared economy have been an eye-catching topic. Many researches on O2O and shared economy have been published gradually. The emerging enterprise of chauffeured car services developed rapidly in the past two years. Therefore, it is necessary to explore the influencing factors of use intention of the chauffeured car services users. Through active use of O2O and shared economy, put up with operation strategy in line with their use intention. Research design, data, and methodology - After collecting 324 respondents in China with questionnaires, this study begin the empirical research with users of Chauffeured Car Services, and analyzes data with IBM SPSS 24.0 and IBM AMOS 24.0. Results - Personal Propensity to Trust significantly affects the Initial Trust of chauffeured car services users. Firm Reputation significantly affects the Initial Trust and use intention of chauffeured car services users. Initial Trust significantly affects the use intention of chauffeured car services users. Performance Expectancy and Effort Expectancy significantly affect chauffeured car services users' use intention. Social Influence also significantly affects the use intention of chauffeured car services users. Conclusions - First, Initial Trust significantly affects the use intention of chauffeured car services users. Thus, the enterprise should make efforts to improve users' initial trust in order to attract their attention. For this reason, chauffeured car services enterprises should conduct questionnaires to deeply explore what needs can improve users' initial trust. Second, performance expectancy and effort expectancy significantly affect chauffeured car services users' use intention. When users enjoy chauffeured car services, they attach great importance to the convenience, simplicity and efficiency, which reflects that chauffeured car services' desire for greater development in the O2O and shared economy market. Therefore, they need to grasp users' needs (convenience, simplicity and efficiency) and carefully improve the quality of chauffeured car services. Finally, social influence also significantly affects the use intention of chauffeured car services users. It means friend recommendation or mass media influences users' intention. So, it is more important to increase differentiated benefits, advertising and publicity of chauffeured car services.

keywords: UTAUT, ITM, O2O, Sharing Economy, Chauffeured Car Services

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Vol.15 No.12

공유경제와 O2O를 활용한 Chauffeured Car Services의 이용의도에 관한 연구

Use Intention of Chauffeured Car Services by O2O and Sharing Economy

Abstract

참고문헌

The Journal of Distribution Science(JDS)