소유에서 공유로, 미디어 리터러시 역량에 따른 공유소비지속이용의도 연구: 지각된 가치와 신뢰도의 매개효과를 중심으로

초록

Shared consumption is a new type of consumption culture based online and offline, and can be seen as an alternative consumption model in a society with zero marginal costs due to the development of information and communication technology. In this study, it was examined whether media literacy capabilities have a mediating effect on shared consumption continuous use intention as well as perceived value and reliability. As a result of the study, it was confirmed that media literacy had a positive(+) effect on the intention to continue using shared consumption, and perceived value and shared consumption reliability had a positive(+) mediating effect in the relationship between media literacy and intention to continue using shared consumption. Among the various variables influencing the behavior of shared consumption users, the relationship can be explained through the parameters of perceived value and shared consumption trust, and the psychological mechanism of consumers can be statistically confirmed. Based on these research results, I would like to propose future research directions for sustainable shared consumption industry development and interdisciplinary development.

키워드