목표지향 행동모형(MGB)을 적용한 공유경제 서비스 이용의도

Examining Behavioral Intentions to Use Sharing Services through a Model of Goal-directed Behavior (MGB)

The sharing economy has received considerable attention in a variety of business service industries. From this point of view, this study adopts the concept of the sharing economy to investigate sharing services in the service industries by examining a model of goal-directed behavior (MGB), along with perceived value of sharing economy for evaluating intentions to use sharing services. The Model of Goal-directed Behavior had been found to predict human behavioral intention of better than the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB). To achieve the objective of this study, an online survey was conducted with results from a survey of 229 respondents analyzed using structural equation modeling. Findings reveal that with the exception of the direct effect of negative anticipated emotion on desire, the underlying dimensions have a significant effect on consumer intention to use sharing services. Implications for future research and marketing strategies for sharing services are discussed.