소비절제 동기가 번영감과 공유서비스 태도에 미치는 영향

• 영문명: The Effect of Anti-Consumption Motives on Flourishing and Sharing Service Attitude
• 발행기관: 한국무역연구원
• 저자명: 박현정(Hyun-Jung Park) 장염(Yan Zhang)
• 간행물 정보: 『무역연구』제17권 제2호, 489~499쪽, 전체 11쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

Purpose - This study examines the relationships among anti-consumption motives, consumer flourishing, and attitude toward sharing service. In particular, this study focused on the influence of consumers’ personal concerns and societal concerns related to anti-consumption. Design/Methodology/Approach - The present study explored the differences between the purpose of anti-consumption on the flourishing and car-sharing service attitude of Chinese consumers. Two hundred thirty-eight survey responses were analyzed based on the structural equation modeling. Findings - The societal concern of anti-consumption enhanced sharing service attitude, while the personal concern of anti-consumption did not have a significant influence. Flourishing played a mediating role in the relationship between the societal concern of anti-consumption and sharing service attitude. Research Implications - This research reported the differential impact of anti-consumption motive types on the flourishing and attitude toward sharing service. These results would contribute to the improvement of consumers’ psychological well-being as well as marketing strategies related to sharing economy services.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설 수립

Ⅲ. 연구 설계 및 방법

Ⅳ. 실증분석

Ⅴ. 결론

키워드

Anti-consumption Chinese Consumers Flourishing Sharing Service