(A) comparative analysis of U.S. and Korean car sharing of pricing structure, brand decal size and language preferences

Abstract

In Korea, car sharing industry is growing rapidly. However, only members of car sharing are increasing. Yet, there are not many people who actually have experience with car sharing services. Although there are many benefits to using car sharing services, the expansion of car sharing (in terms of number of experienced users) has plateaued. Thus, it is important to find factors that are preferred by users. Moreover, comparison with the most successful car sharing services in the U.S. such as Zipcar may be beneficial. In this study, it is founded that the price is the most important consideration of people that intend to use car sharing. Thus, the study was conducted to find the most preferred price structure. In addition, the other main difference between Korea and the U.S. is the position of the brand logo decal. Thus, finding the most preferred location, language, and size, and whether they are related to face sensitivity are the keys to success in car sharing.