The Impact of Information from Company Marketing Platforms on Consumers’ Brand Image and Intention to Use Car-Sharing Services

Abstract

In this study, with the expansion of the car-sharing market, awareness of the challenges of promoting car-sharing to young people, and the complexity of branding measures in overall marketing. Expanding the definition of brand value as a research background, factor analysis and structural equation modeling were conducted on data from a questionnaire survey conducted on college students, The brand value of car sharing was modeled. The results showed that variation in the three factors influenced consumers’ usage intentions. We also conducted a simple cross-tabulation analysis of whether and how the observed usage intentions differ depending on the marketing platform that the company has, and found that the transmission by the company has a positive impact on improving consumers’ usage intentions, and that the way in which this impact is exerted differs by platform type. The results show that the impact of firms’ communication has a positive impact on consumers’ usage intentions, and that this impact varies by platform type.