Investigating the Impact of Utilities on Customer Attitude, Satisfaction, Comparative Analysis of B2C Car Sharing: Korea vs. Japan

Abstract

The sharing economy is widening the scope of its business models, but related research is still in its infancy. This study investigates utility factors that affect customer attitude, intention to use, satisfaction and loyalty in the sharing economy. By dividing customers of B2C car sharing services into two groups, existing users and potential users, this study explores different effects. Furthermore, this study also compares the impacts in two countries: Korea and Japan. Study 1 examines B2C car sharing in Korea, while Study 2 investigates it in Japan. Factor and regression analyses and ANOVA are applied to analyze the effects. The results demonstrate which utilities played significant roles in building up customer attitude. Moreover, the relationship between attitude and intention to use, expected satisfaction for potential users, and the connection among attitude, satisfaction, and loyalty for existing users is revealed in the results. Lastly, this study provides policy, managerial, and theoretical implications for car sharing services.