모빌리티 공유 서비스의 특성이 사용자 만족도와 이용의도에 미치는 영향에 관한 연구: 한중 사용자를 중심으로

• 영문명: An Study on the Effect of Mobility Sharing Service Characteristics on User Satisfaction and Intention to Use: Focusing on Users in Korea and China
• 발행기관: 한국IT서비스학회
• 저자명: 선보영(Bo Young Seon) 백문웅(Wen Xiong Bai) 이상곤(Sang Kon Lee)
• 간행물 정보: 『한국IT서비스학회지』제24권 제1호, 129~148쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.02.28

국문 초록

This study investigated the impact of mobility-sharing service characteristics on user satisfaction and reuse intention, focusing on Korean and Chinese users. Specifically, the study examined perceived ease of use, perceived usefulness, perceived reliability, and perceived risk to identify key factors influencing user satisfaction and continued use of mobility-sharing services. Data were collected through a survey of 243 respondents with prior experience using mobility-sharing services in Korea and China. Structural equation modeling was conducted using SPSS and AMOS for data analysis. The results revealed that perceived ease of use, usefulness, and reliability positively affect user satisfaction, which in turn influences reuse intention. Conversely, perceived risk negatively impacts satisfaction. A comparative analysis of user characteristics between Korea and China showed that Chinese users tend to be more sensitive to perceived ease of use and perceived risk than Korean users, though the difference is not statistically significant. These findings offer theoretical and practical insights for mobility-sharing service providers to enhance user satisfaction and encourage continued use. Strategies such as simplifying service processes to meet user needs, building trust, and mitigating perceived risks are proposed to improve service satisfaction and loyalty. Furthermore, by analyzing differences in user characteristics between Korea and China, a culturally tailored approach is suggested to foster user loyalty across diverse markets.

목차

1. 서론

2. 이론적 배경

3. 연구모형 및 가설

4. 연구방법

5. 연구결과

6. 결론

참고문헌

키워드

Mobility-sharing Service User Satisfaction Reuse Intention Perceived Ease of Use Perceived Risk