부산대학교 도서관

A number of talent sharing market platforms have emerged to purchase and sell individual talents in accordance with changes of labor trends around the world. As unverified service providers, however, indiscriminately increase, problems within the platform are continuously being raised by consumers. In this regard, the purpose of this study is to increase consumers' reuse intention and recommendation intention based on the characteristics of service providers for the continuous profit of service providers participating in the talent sharing market platform. Thus, this study investigated the effect of competency, responsiveness, and authenticity, which are representative characteristics of service providers in the talent sharing market platform, on consumers' behavioral intentions, such as reuse intention and recommendation intention, and verify the mediating effect of enjoyment between service provider characteristics and behavior intention. The survey was conducted 255 people who have used the talent sharing market platform at least once. The results of the study show that responsiveness and authenticity among service characteristics had an effect on the reuse intention, and all three characters have a positive effect on recommendation intention. In particular, authenticity has the most influence on consumers' reuse intention and recommendation intention. In addition, enjoyment of using the platform plays a mediating role between the characteristics of the service provider and behavioral intentions. Therefore, this study has practical significance in that it suggests a service strategy plan according to the characteristics of service providers in the talent sharing market platform. In addition, it suggests that platform operators should coexist and cooperate with service providers to provide enjoyment to users.