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DOI :     Journal Korea Society of Visual Design Forum , Vol.68, No.0, 43 ~ 55, 2020
Title
The Influences of Consumer Value of Sharing Economy Services on Consumer Intentions of Using Fashion and Non-Fashion Item Sharing Service
김민수 Min-su Kim , 이영선 Young-sun Rhee
abstract
Background Due to the diversification of lifestyles of consumers and a positive change in attitude toward reasonable and eco-friendly consumer culture, a wide range of domestic platforms now offer sharing economy services in several areas including fashion items, and daily necessities. Nonetheless, academic research on sharing economy service for fashion items have rarely been focused on. Therefore, this paper aimed to identify consumer value of sharing economy services and explored its influence on consumer intentions of using sharing economy services for fashion and non-fashion items. Methods Main survey which was commissioned by an online research firm and a total of 329 responses were used for analysis. The data were analyzed using SPSS 24 program. Result The sub-dimensions of consumer value of sharing economy services had been identified as altruistic, emotional, social, and practical value. Social values had the greatest impact on the intentions of using daily were sharing services and children’s clothing. Altruistic value and practical values, had the greatest impact on the intentions of using costumes for special occasions sharing service. Emotional values had the greatest impact on the intentions of using accessories sharing service. Practical values had the greatest impact on the intentions of using car sharing service and accommodation sharing service. Altruistic value had the greatest impact on the intentions of using toys sharing service. Conclusion It is expected that the results of this study can help to understand the characteristics of potential consumers who want to use the sharing service of fashion products. and it will be used as basic data for establishing a strategy for the activation plan on the fashion shared service platform in the future.
Key Words
공유서비스 소비가치, 공유서비스 이용의도, 패션제품 공유서비스, Consumer value of sharing service, Intentions of using sharing service, Fashion sharing service
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