국내 B2C 차량 공유 서비스의 사용자 만족과 지속사용의도에 미치는 온·오프라인 품질요인에 대한 실증 연구

This study aims to analyze how the online and offline quality factors of a B2C car-sharing service influence continuous usage intentions through user satisfaction. Based on the IS success model, ECM, and TAM, we conceptualize online quality including system quality and information quality and offline quality including service quality and product quality. We present 9 hypotheses that 4 quality factors enhance user satisfaction and that satisfaction leads to continuous usage intentions. This study uses survey data from respondents who have used car-sharing services at least once, yielding a valid sample of 314 responses. We refine the data using SPSS, verify reliability and conduct exploratory factor analysis to examine measurement validity, followed by regression analyses. The results show that 3 quality factors, viz. information quality, service quality, and product quality have a significant positive effect on user satisfaction, whereas system quality is found insignificant. User satisfaction has a significant positive effect on continuous use intention. The indirect effects of information quality, service quality, and product quality are significant, whereas the indirect effect of system quality is insignificant. We summarize implications from this study. On the theoretical side, our results show that information quality, service quality, and product quality positively influence user satisfaction and user satisfacion influences continuous use intention. We conclude that user satisfaction plays an important role in the relationship between quality factors excluding system quality and continuous use intention. These findings may offer a practical guidence for setting priorities in quality management and marketing for car-sharing and provide a useful starting point for subsequent research on B2C car-sharing services.