Sharing economy means an economic activity concept that shares goods and services with others. It has brought a new paradigm into the consumption culture and the concept of sharing economy itself is expanding to various areas. However, shared goods and services are practically limited in Korea comparing to other countries. It is pointed out that there are some limitations in sharing economy, for example, consumers do not recognize sharing economy well and there are legal regulations, and so forth. Despite the limitations, it is expected that sharing economy is continuously growing alongside the fourth industrial revolution and shared area will be expanded more.
Setting aside the limitations, this study investigated what sort of sharing consumption intention consumers make when they share service which is an intangible resource such as human resources, experiences, time, et cetera as well as tangible resources or goods. In particular, we investigated which perceived value has an impact on consumption intention in sharing economy and make consumers’ sharing consumption intention higher considering sharing consumption market is at introduction/growth stage at present.
The results show that perceived emotional value, perceived social value, and perceived economic value have effects on sharing consumption intention. Also, perceived social value has the most effect on sharing consumption intention among three values. In addition, sharing product type (goods vs. services) has a moderating effect on sharing consumption intention. The moderating effect is not significant to perceived economic value but to perceived emotional value and perceived social value. It is found that perceived emotional value has an effect more on goods than services and perceived social value has an effect more on services than goods. The results indicate that which perceived value has an effect more on consumers’ sharing consumption intention and this study offers managerial implications for managers to build effective marketing communication strategies.