소비절제 동기가 번영감과 공유서비스 태도에 미치는 영향

The Effect of Anti-Consumption Motives on Flourishing and Sharing Service Attitude

Purpose - This study examines the relationships among anti-consumption motives, consumer flourishing, and attitude toward sharing service. In particular, this study focused on the influence of consumers’ personal concerns and societal concerns related to anti-consumption. Design/Methodology/Approach - The present study explored the differences between the purpose of anti-consumption on the flourishing and car-sharing service attitude of Chinese consumers. Two hundred thirty-eight survey responses were analyzed based on the structural equation modeling. Findings - The societal concern of anti-consumption enhanced sharing service attitude, while the personal concern of anti-consumption did not have a significant influence. Flourishing played a mediating role in the relationship between the societal concern of anti-consumption and sharing service attitude. Research Implications - This research reported the differential impact of anti-consumption motive types on the flourishing and attitude toward sharing service. These results would contribute to the improvement of consumers’ psychological well-being as well as marketing strategies related to sharing economy services.