인터넷의 발달에 따라 플랫폼이 확대되고 에어비앤비(Airbnb)와 우버(Uber)를 위시한 다양한 공유경제 기업들이 나타나면서 높은 기업가치를 창출하고 있으며 2008년 금융위기 이후 침체에 빠졌던 경제상황도 소유가치에서 사용가치로 소비자들의 소비개념이 전환되면서 새로운 활로를 맞고 있다. 더불어 여행, 레저 등 다양한 여가활동에 대한 관심이 증대되는 추세에 맞추어 공유경제를 기반으로 한 새로운 형태의 서비스가 선보이고 있으며 이를 경험할 수 있는 기회 또한 늘어나고 있다. 본 연구에서는 향후 확장 가능성에 염두를 두어 공유형 숙박서비스를 구성하는 단편적인 차원의 관계 규명 보다 공유경제 서비스의 근본적인 작동원리를 규명하는데 초점을 두고자 한다. 따라서 본 연구의 목적은 다음과 같다. 첫째, 공유형 숙박서비스 특성을 바탕으로 서비스 전체를 이해할 수 있는 차원이 무엇인지를 먼저 살펴보고자 한다. 둘째, 서비스를 구성하는 차원이 있을 때 이를 이용하고자 하는 이용의도와의 관계를 태도라는 매개변수를 통해 근본적인 작동 기제를 규명하고자 한다. 셋째, 선행연구를 바탕으로 분석한 공유형 숙박서비스에 영향을 미치는 특성인 이용경험, 상호의존적 성향, 불확실성 회피성향, 네트워크 효과가 제품 특성, 플랫폼 특성, 호스트 특성과 태도, 이용의도에 미치는 영향의 조절효과에 대하여 검증하고자 한다. 본 연구를 통해 해외에서는 이미 상당한 수준으로 양적, 질적인 성장을 보이고 있는 공유경제 서비스가 국내에서도 안정화되고 활성화 될 수 있도록 방향을 제시하고자 하며, 공유형 숙박서비스에서 확장하여 공유경제 모델에 적용하여 다양한 서비스가 개발되고 정착하는데 작은 밑거름이 되고자 한다.
This study summarizes the results of an empirical analysis of the mediation effects of product, platform, and host characteristics of shared accommodation services on intention to use, and the moderated mediation effects of four variables -previous use experience, propensity for independence, tendency to avoid uncertainty and network effect- on both user attitude and intention to use. Most research on shared accommodation services has focused on the main causes or variables that influence the use of shared accommodation services from the consumer’s point of view. Unlike commercial accommodation services such as hotels in which the service components - product, platform, host - are provided in a standardized form, shared accommodation services are different in that consumers cannot easily anticipate what the facilities will look like or whether the facilities will actually match the images on the website. For this reason, past research on shared accommodation services has focused on the emotions or perceptions of consumers, rather than on product, platform and host, the components that comprise shared accommodation services. This study therefore focuses on the relationship that product, platform, and host have with user attitude and intention to use. This study also analyzes the moderated mediation effects of four variables that represent consumer and market characteristics with respect to user attitude and intention to use. In this respect, this study provides pioneering insights into the overall mechanism of shared accommodation services, by taking all variables into complete consideration and analyzing their direct effect, indirect effect, and moderated mediation effects. Data was collected from 278 people, 133 who have experienced Airbnb services and 145 with no such experience. To avoid demographic bias, the survey was conducted on men and women in their 20s to their 60s with an equal number of respondents from each age group. Analysis results show that, first, user attitude is influenced by emotional factors such as the social benefits of the product, convenience of use and the platform’s social presence, while intention to use is affected by practical factors such as economic benefits and perceived risks. Meanwhile, trust influences both user attitude and intention to use. Second, as for the mediation effect between user attitude and intention to use, the social benefits of the product and the social presence of the platform have fully significant mediation effects, whereas the economic benefits and perceived risk of the product are significant only in their effect on intention to use. Third, platform plays an important role in shaping user attitude and influencing decisions to use the accommodation service, by allowing users to ''virtually’ experience the facilities prior to actual use, and social presence is key when it comes to the platform. Lastly, perceived risk no longer hinders the use of shared accommodation services. As more people participate in the sharing economy, the risk associated with shared accommodation services has almost dissipated, which is very meaningful in that the sharing economy can further grow to embrace more participants and expand into other services. This study is somewhat limited due to the fact that the analysis was based on a survey, and that respondents with no experience with Airbnb services may have found it difficult to respond based solely on the information provided about Airbnb in the survey. It would therefore be meaningful to carry out further research based on an experiment -rather than a survey- that measures the change in user attitude or intention to use through a paired T test. It should also be noted that‘propensity for independence’ was not utilized in this analysis, as the internal reliability for responses pertaining to this variable was far too low. But our lives and the way we think have become much more independent over the years, especially in the younger generations, so more meaningful results may be gained by offering questions that can provide a more accurate picture of independent and interdependent propensities. Lastly, in order to provide a comprehensive analysis of all aspects of shared accommodation services, this study employs a large number of variables, making it more difficult to readily summarize the results of the analysis. Further significant insights will be gained through future studies that focus on specific variables.
제1장 서론 1제1절 연구의 배경 및 목적 11. 연구 배경 12. 연구 내용 및 목적 5제2장 이론적 배경 7제1절 공유경제 71. 공유경제의 개념 72. 공유경제와 전통 상업경제 차이점 83. 공유형 숙박서비스 10제2절 공유형 숙박서비스 이용의도에 대한 구성개념 131. 제품 특성, 플랫폼 특성, 호스트 특성 132. 태도 및 이용의도 223. 이용경험, 상호의존적 성향, 불확실성 회피성향, 네트워크 효과 25제3장 연구 가설 32제4장 연구 분석 및 가설 검증 44제1절 연구 목적 및 연구 모형 441. 연구 목적 442. 연구 모형 45제2절 연구 분석 및 가설 검증 451. 표본의 구성 452. 연구 분석 483. 연구 결과 및 가설 검증 59제5장 결론 86제1절 연구 결과 요약 86제2절 연구의 시사점 94제3절 연구의 한계점 및 후속 연구 방향 98참고문헌 101설문지 116ABSTRACT 132
