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

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.