소비성향조절에 초점을 둔 공유경제서비스의 심리적 소유감 및 지속이용의도 형성과정

Sharing economy is an economic model centered on cooperation among consumers, and the global economic paradigm is gradually shifting to the sharing economy. In particular, in Vietnam, most startup companies have used the sharing economy as a business model, hoping to continue the success stories of companies such as Grab and Airbnb. This phenomenon is happening all over the world, and the sharing economy is growing further with the development of smartphones and ICT technology. The purpose of this paper is to examine the impact of the four major consumption values of economic value, social value, experiential value, exploratory value, logical ownership, and consumption propensity on the intention to use the sharing economy. In particular, there is an intention to continuously utilize the sharing economy in response to changes in psychological ownership. Regression analysis was conducted to verify the moderating effect that there will be a moderating effect in the relationship between economic use intention. As a result of the regression analysis, it was found that consumption propensity had no moderating effect on the relationship between psychological ownership of the sharing economy and intention to continue using it. Rusults are significant in that it is related to social impacts that have not been well addressed in economic research. However, there are limitations to the study in that the sample is concentrated on people in their 20s and 40s and in Vietnam, and people who do not use the sharing economy are also included in the sample . Future research is to consider these and set research directions.