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Necessity of Marketing and Public Policy for Better Establishment of the Sharing Economy in a Society

Cho, Yoon Cheong

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Abstract

Purpose: The purpose of this study is to explore how to apply marketing and foster public policy for better establishment of the sharing economy in a society. In particular, this study investigates the following: i) how citizens understand definition and scope of the sharing economy; ii) how citizens actually use and perceive sustainability of the sharing accommodation? iii) how factors such as policy preparation for marketing to the public, policy preparation for regulations, and perceived sustainable growth affect overall attitude to accommodation sharing?; iv) how does overall attitude affect satisfaction and intention to use? Research design, data and methodology: This study conducted an online survey with the assistance of a well-known research firm and applied secondary data. This study applied t-test, factor, ANOVA, and regression analysis for analysis. Results: The results found that policy preparation for marketing to the public, policy preparation for regulation, and perceived sustainable growth of the accommodation sharing significantly affect overall attitude toward accommodation sharing. Conclusions: The results provide managerial and policy implications. The sharing economy will be established in a society with better understanding of the meanings and scopes by citizens. Better policies should be prepared and promoted to the public to increase awareness for sustainable growth of accommodation sharing.

Issue Date
2023-04
Publisher
한국유통과학회
Keywords(Author)
The Sharing Economy; Marketing to the Public; Public Policy
URL
https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002954968
DOI
10.13106/jidb.2023.vol14.no4.11
Journal Title
The Journal of industrial Distribution & Business
Start Page
11
End Page
21
ISSN
2233-4165
Language
English
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