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2026 Vol.44, Issue 2 Preview Page

Article

The Effects of Perceived Service Attributes of the Climate Companion Card on Satisfaction and Continuance Intention: Evidence from PLS-SEM and cIPMA

기후동행카드 서비스 인식 요인이 이용만족과 지속이용의도에 미치는 영향: PLS-SEM과 cIPMA를 이용한 실증분석

Changhyeon CHO1
,
Younghun LEE2
,
Cheolseung SEO3*
조 창현1
,
이 영훈2
,
서 철승3*
1Master’s Program, Department of Industrial Management & Convergence, Konkuk University, Seoul 05029, Korea
2Group Leader, Principal, MaaS Business, LG CNS, Seoul 07795, Korea
3Professor, Department of Industrial Management & Convergence, Konkuk University, Seoul 05029, Korea
1건국대학교 산업경영융합학부 석사과정
2LG CNS MaaS사업추진단 전문위원
3건국대학교 산업경영융합학부 교수
*Corresponding Author
30 April 2026. pp. 208-231
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Abstract

As urban traffic congestion, air pollution, and the climate crisis intensify, the importance of promoting public transportation has become increasingly significant. Against this backdrop, the city of Seoul launched the Climate Companion Card. During its five-month pilot period, the service—offering unlimited access to public transportation and public bike sharing under a monthly flat-rate plan—was used by more than 550,000 users and achieved positive outcomes, including reduced private car use, increased public transit ridership, and reduced greenhouse gas emissions. This study empirically investigates the influence of key perceived service attributes on satisfaction and continuance intention to support the card's sustained usage and service continuance. Based on survey data from 308 users, we conducted PLS-SEM and a combined IPMA-NCA (cIPMA) analysis to examine structural relationships and derive improvement priorities and necessary conditions. The findings are summarized as follows. The PLS-SEM results indicate that the direct effects on continuance intention were significant for perceived cost effectiveness, perceived suitability, perceived usefulness for mobility, and perceived environmental friendliness, whereas the direct effects of perceived diversity and perceived ease of use were not significant. For satisfaction, perceived cost effectiveness, perceived suitability, perceived ease of use, perceived usefulness for mobility, and perceived environmental friendliness showed significant positive effects, while the direct effect of perceived diversity was not significant. Mediation analysis further indicated that perceived cost effectiveness, perceived suitability, perceived ease of use, perceived usefulness for mobility, and perceived environmental friendliness had significant indirect positive effects on continuance intention via satisfaction. Finally, a combined IPMA-NCA (cIPMA) analysis identified improvement priorities in the following order: satisfaction, perceived usefulness for mobility, perceived cost effectiveness, perceived suitability, perceived environmental friendliness, perceived ease of use, and perceived diversity.

Keywords
cIPMA
Climate Companion Card
NCA
PLS-SEM
public transportation

기후변화 위기, 도심 교통 혼잡, 대기 오염 문제로 인해 대중교통 이용 활성화의 중요성이 증대되고 있다. 이러한 배경에서 서울시가 추진한 대중교통과 공공자전거를 월정액으로 무제한 이용할 수 있는 서비스인 기후동행카드 서비스는 시범사업 기간 약 5개월 동안 55만 명의 이용자를 확보하며 승용차 이용 감소, 대중교통 이용 증가, 온실가스 감축 등의 긍정적인 초기 성과를 달성하였다. 본 연구는 이러한 성과를 보인 기후동행카드 서비스의 지속적인 이용 활성화와 존속을 위하여 서비스의 핵심 인식 요인들이 이용만족과 지속이용의도에 미치는 영향을 실증적으로 분석하고자 하였다. 이를 위해 기후동행카드 이용자 308명의 표본으로 PLS-SEM, IPMA, NCA를 혼합하여 수행하였다. PLS-SEM 분석 결과, 지속이용의도에 대한 직접 효과는 인지된 경제성, 인지된 적합성, 인지된 이동 유용성, 인지된 친환경성이 긍정적 영향을 미쳤으나 인지된 다양성과 인지된 사용 용이성의 직접 효과는 유의하지 않았다. 이용만족에 대한 직접효과는 인지된 경제성, 인지된 적합성, 인지된 사용 용이성, 인지된 이동 유용성, 인지된 친환경성이 긍정적 영향을 미쳤으나 인지된 다양성의 직접 효과는 유의하지 않았다. 매개 효과 분석에서는 인지된 경제성, 인지된 적합성, 인지된 사용 용이성, 인지된 이동 유용성, 인지된 친환경성이 이용만족을 매개로 지속이용의도에 간접적으로 긍정적인 영향을 미쳤다. 마지막으로 IPMA와 NCA를 결합한 cIPMA 분석을 통해 도출한 개선 우선순위는 이용만족, 인지된 이동 유용성, 인지된 경제성, 인지된 적합성, 인지된 친환경성, 인지된 사용 용이성, 인지된 다양성 순으로 나타났다.

키워드
cIPMA
기후동행카드
NCA
PLS-SEM
대중교통
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Information
  • Publisher :Korean Society of Transportation
  • Publisher(Ko) :대한교통학회
  • Journal Title :Journal of Korean Society of Transportation
  • Journal Title(Ko) :대한교통학회지
  • Volume : 44
  • No :2
  • Pages :208-231
  • Received Date : 2025-10-10
  • Revised Date : 2025-11-08
  • Accepted Date : 2026-01-09
  • DOI :https://doi.org/10.7470/jkst.2026.44.2.208
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