Reuse Intentions for Carsharing Services: A Hierarchical Model of Perceived Benefits, Risks, and Individual Differences

Bo Liu, Ph.D. in Marketing, Weifang University, No. 5147, Dongfeng East Street, Weifang City, Shandong Province, ChinaFollow
Sang-Eun Byun, Associate Professor of Retailing, College of Hospitality, Retail, and Sport Management University of South Carolina 722 Close-Hipp, Columbia, SC 29208, U.S.A.Follow
Sookeun Byun, Professor in Marketing, KwangWoon University 20 Kwangwoon-ro, Nowon-gu, Seoul, 01897, South KoreaFollow

Abstract

This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benefits and risks impact their decisions. It also explores the influences of self-efficacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benefits such as accessibility and convenience, whereas female users are more responsive to hedonic benefits. Users with high self-efficacy prioritize economic benefits, whereas those with more usage experience prioritize functional benefits. Additionally, social risks significantly deter reuse intentions predominantly among male and less experienced users. By utilizing a hierarchical model, this study offers a deeper understanding of how each dimension of benefits and risks affect overall perceptions, facilitating tailored strategies for carsharing services. The insights contribute valuable theoretical and practical perspectives on the dynamics of carsharing service usage.

Recommended Citation

Liu, Bo; Byun, Sang-Eun; and Byun, Sookeun (2024) "Reuse Intentions for Carsharing Services: A Hierarchical Model of Perceived Benefits, Risks, and Individual Differences," Asia Marketing Journal: Vol. 26 : Iss. 3 , Article 3.
Available at: https://doi.org/10.53728/2765-6500.1636