The Anti-Consumption Effect on the Car-Sharing Utility

This study examines the motivations that prompt customers to use commercial sharing services (CSSs) and the relationship between anti-consumption and the perceived utility of CSSs in the fashion-sharing business. There have been many studies of the utilities that are related to the use of CSSs, but little research has yet dealt with the perceived utility of CSSs. Therefore, this study tries to understand how the two types of anti-consumption can differentially affect consumers' perceived utility to use CSSs. In particular, as the types of CSS have diversified and many consumers have used them, it can be expected that the influence of anti-consumption on the perceived utility of CSSs can change, depending on the field where the CSS is applied. This study found that (1) two types of anti-consumption (voluntary and selective) differentially affect the perceived utilities to use CSSs, and (2) the two types of anti-consumption differentially affect the perceived utility to use CSSs depending on the level of the brand.