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

다국어 초록 (Multilingual 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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