중국 소비자의 가사 도우미 플랫폼 지속 이용의도에 관한 연구 -SWAN DAOJIA(天鹅到家) vs JD SERVICE+(京東服務+)를 중심으로- = A Study on the Continuous Use Intention of the Housekeeping Service Platform by Chinese Consumers -Focused on the SWAN DAOJIA(天鹅到家) vs the JD SERVICE+(京東服務+)-

다국어 초록 (Multilingual Abstract)

In this study, we examined the impact of housekeeping service platform and housekeepers characteristics on continuous use intention. In particular, this study examined how the platform characteristics (customization, transparency, interaction), housekeepers characteristics (reliability, expertise, responsiveness), perceived value, and continuous use intention variables affect users of ‘SWAN DAOJIA (天鹅到家)’ and JD SERVICE+ (京東服務+) which are representative housekeeping service platforms in China. In addition, we verified the moderating effect on consumer characteristics(lazism/privacy) between platform characteristics/ housekeeper characteristics and perceived value, perceived value and intention to continue using, and the multi-group path analysis was conducted to verify the difference in path coefficients between groups(天鹅到家 and 京東服務+).
First, in the case of < Hypotheses 1 and 3 >, the path analysis results of the entire structural model show that all three factors of housekeeping service platform characteristics (customization, transparency, interactivity) are positively related to perceived value and intention to continue using. In the case of < Hypotheses 2 and 4 >, all three factors of housekeepers characteristics (reliability, expertise, responsiveness) were found to have a positive(+) influence on perceived value and intention to continue using, and In the case of < Hypothesis 5 >, perceived value was found to have a positive(+) effect on the intention to continue using.
Second, in the case of < Hypothesis 6 >, consumer characteristics (lazism, privacy) were found to have a moderating effect on the perceived value of both housekeeping service platform characteristics and housekeepers characteristics. In the case of < Hypothesis 7 >, only ‘privacy’ among consumer characteristics was found to have a significant moderating effect between perceived value and intention to continue using.
Third, in the case of < Hypothesis 8 >, as a result of multi-group path analysis for two groups, SWAN DAOJIA (天鹅到家) and JD SERVICE+ (京東服務+), the path showing a statistically significant difference was ‘transparency’ → ‘perceived value’ and ‘expertise’ → ‘intention to continue use’. In ‘transparency’ → ‘perceived value’, significant differences were found in both groups and the path coefficient value of SWAN DAOJIA (天鹅到家) was found to be larger than that of JD SERVICE+ (京東服務+). In ‘Expertise’ → ‘Intention to continue using’, significance was found only in SWAN DAOJIA (天鹅到家).