共享經濟的服務模式概念近年來廣受歡迎，也讓該模式具有強大的發展潛力。服務提供者和顧客之間的互動，對顧客而言整體服務經驗更是評估整體服務經驗和價值的最終考量。顧客的心理和想法猶如天氣般的變幻莫測與複雜，會因為各種外來的因素而產生影響。因此，了解顧客和服務提供者互動價值狀態的變化，便能有效的為顧客帶來更好的服務經驗。本研究以探討互動價值為基礎，觀察在共享經濟之下，顧客互動價值狀態的移轉變化，並結合價值形成的構面來加以討論。互動價值的構面分別有問候、評估、感受、幫助和互動、推薦和感謝。透過馬可夫鏈模式，從各個狀態中轉移的概率，預測出轉移路徑，分析出可能產生的價值形成，分別為共同創造、共同修復和共同毀滅。本研究結果發現，歡迎、評估和推薦的構面將對價值的共同創造產生影響；幫助和互動的構面則對價值共同修復和共同毀滅有影響。本研究結果可提供相關產業之服務提供者作為未來的參考之用途，協助其理解顧客互動價值轉移的歸屬，在每一次提供服務的過程中與顧客共同創造價值，讓事業經營上更加無往不利。

Recently, the concept of service model in the sharing economy has become popular and has potential for further development. The interaction between the service providers and the customers is crucial to customer service experience. The customer’s mentality and way of thinking change frequently like the unpredictability and complexity of the weather, which will be affected by various external factors. Therefore, understanding the changes of the interaction value between customers and service providers can effectively bring better service experience to customers. This study observes the change of customer interaction value under the sharing economy, and discusses the match of formed value. The dimensions of interactive values are welcoming, evaluating, expressing feeling, helping and interacting, recommending and thanking. Through the Markov chain switching model, the transition path is predicted from the probability of transition from each state, thereby analyzing the possible value formation, which are co-creation, co-recovery and co-destruction. The results of this study found that the dimensions of welcoming, evaluating, and recommending will have an impact on the co-creation of value; whereas the dimensions of helping and interacting have an impact on the co-recovery and co-destruction of value. The results can provide clues to the service providers of related industries, assist them to understand the attribution of customer interaction value transfer, create value together with customers in the process of service provision, and increase the efficiency of the business operation.

目錄
目錄	I
表目錄	III
圖目錄	IV
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	4
第三節 研究問題	6
第四節 研究目的	9
第二章 文獻探討	12
第一節 互動價值(Interaction Value)	12
第二節 價值形成(Value Formation)	17
第三章 研究方法	21
第一節 研究架構	21
第二節 馬可夫鏈(Markov Chain)	24
第三節 資料蒐集	27
第四章 資料分析	30
第一節 互動價值分析	30
第二節 馬可夫鏈狀態轉移分析	34
第三節 綜合分析	57
第五章 結論	62
第一節 研究結論	62
第二節 學術與實務意涵	64
第三節 研究限制與未來建議	65
參考資料	66
中文文獻	66
英文文獻	66
附錄A　互動價值之轉移矩陣	77
附錄B　性別比例	81

 
表目錄
表2-1互動價值相關研究彙整表	16
表2-2價值形成相關研究彙整表	20
表3-1學者對馬可夫鏈概念的應用	26
表3-2 評論資料蒐集表	29
表4-1 互動價值之範例	32
表4-2 互動價值狀態轉移比例比較表	57
表4-3 互動價值狀態轉移與價值形成比例比較表	59
表4-4互動價值狀態轉移與價值形成分析結果對照表	60
 
圖目錄
圖1-1 2016-2021年美國成年人共享經濟用戶量和滲透率	2
圖3-1 研究概念性架構圖	22
圖4-1 Venice Beach Walkstreet Guesthouse狀態轉移路徑圖	34
圖4-2 MY LITTLE PARIS IN LOS ANGELES With free parking狀態轉移路徑圖	35
圖4-3 Venice Beach Cabana狀態轉移路徑圖	36
圖4-4 Stylish Hollywood Loft with Views!狀態轉移路徑圖	37
圖4-5 ARCHITECTURAL HOLLYWOOD HILLS狀態轉移路徑圖	38
圖4-6 HIGHLAND PARK Private Guest House狀態轉移路徑圖	39
圖4-7 Bright Studio, Steps to the Beach!狀態轉移路徑圖	40
圖4-8 Guest Quarters @ the Hollywood Sign狀態轉移路徑圖	41
圖4-9 Studio Cottage, Magical Outdoors狀態轉移路徑圖	43
圖4-10 Studio Cottage, Magical Outdoors狀態轉移路徑圖	44
圖4-11 Hollywood Hills: Walk to Universal!狀態轉移路徑圖	45
圖4-12 Hollywood Hills: Walk to Universal!狀態轉移路徑圖	46
圖4-13 Hollywood Hills: Walk to Universal!狀態轉移路徑圖	46
圖4-14 Paris Centre SweetHomeLeMarais狀態轉移路徑圖	47
圖4-15 Bail mobilité au centre de Paris Montorgueil狀態轉移路徑圖	48
圖4-16 Very Nice & Comfy Flat Eiffel Tower狀態轉移路徑圖	49
圖4-17 Odilicious'Studio 48 in Paris-Le Marais狀態轉移路徑圖	49
圖4-18 Amazing design flat heart of Paris close to sights狀態轉移路徑圖	50
圖4-19 Design flat next the Eiffel Tower狀態轉移路徑圖	51
圖4-20 Great location near Eiffel Tower狀態轉移路徑圖	52
圖4-21 AMAZING VIEW OF THE EIFFEL TOWER!狀態轉移路徑圖	53
圖4-22 Cosy studio in the heart of Paris狀態轉移路徑圖	54
圖4-23 Cosy studio in the heart of Paris狀態轉移路徑圖	55
圖4-24 BEST VIEW, 5 min to Eiffel Tower狀態轉移路徑圖	56

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