Influence of the Characteristics of Sports Sharing Economy Services on Intention of Use: The Mediating Effect of Consumer Attitude and Trust

Sunjung Kim and Kyongmin Lee
Additional contact information
Sunjung Kim: The Educational Research Institute, Sungshin Women’s University, Seoul 02844, Korea
Kyongmin Lee: Department of Sport Industry, Korea National Sport University, Seoul 05541, Korea

Social Sciences, 2022, vol. 11, issue 2, 1-16

Abstract: This study empirically investigated the effectiveness of the characteristics of sports sharing economy services that has been highlighted recently. The study used consumers’ attitude and trust as parameters of the association between the characteristics and use intention of consumers. There are three research questions in the study. The first question is whether the characteristics of sports sharing economy services affect the consumers’ use intention. The second question is whether the characteristics of sports sharing economy services affect the attitude of consumers and the trust level in sports sharing economy services. The third question is whether the attitude and trust level of consumers mediate sports sharing economy services and use intention. A survey was conducted among college students using a convenient sampling method. We found that: (1) service characteristics such as usefulness, bonding, and consistency had a positive influence on use intention, and risk factor had a negative influence; (2) the service characteristics significantly influenced consumer attitudes and trust of the sharing economy services; usefulness, bonding, and consistency had a positive influence, and risk factor had a negative influence; and (3) the attitude and trust of consumers toward sharing economy services affected use intention; usefulness, bonding, and sustainability had a positive influence, while risk factor had a negative influence. Thus, it was confirmed that the attitude and trust level of consumers mediated sports sharing economy services and use intention. This study also suggested academic and practical implications to establish a more effective sports sharing economy service marketing strategy and develop quality content in relation to the service characteristics and consumers.

Keywords: sports sharing economy services; use intention; consumer attitude; trust; mediating effect (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.mdpi.com/2076-0760/11/2/57/pdf (application/pdf)
https://www.mdpi.com/2076-0760/11/2/57/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jscscx:v:11:y:2022:i:2:p:57-:d:740908

Access Statistics for this article

Social Sciences is currently edited by Ms. Yvonne Chu

More articles in Social Sciences from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().