目前國民的旅遊方式已改變，過去多以跟團找旅行社的方式進行國外旅遊。現在越多旅客選擇採用自由行的方式，豐富的網路資訊加上行動上網的普及化，使得國民搜尋或比較資料也越容易。不論住宿、機票、車票等皆可透過網際網路來進行價格上的比較以及商品的挑選，越來越多的線上訂房、購票網站等以平台作為經營方式的新創企業出現。然而，在共享經濟的興起之下，以 「共享」為概念所營運的企業也越來越多，如:Uber、Airbnb、Wework。面對競爭激烈的市場企業如何以出色的行銷在眾多的同質性的共享網站中脫穎而出，共享平台的滿意度調查便成為重要之參酌標準，本研究試圖了解使用網站時影響滿意度的因素為何。

本研究以SPSS25作為資料分析軟體，並採用皮爾森相關係數及簡單回歸分析為工具，試圖了解消費者會不會因為Airbnb網站上的商品價值、事前交易成本、網站平台的環境品質影響使用滿意度。本研究中經相關分析發現事前交易成本與滿意度並無相關性。因此，本研究當中並不針對事前交易成本進行迴歸分析做解釋。研究結果顯示網站平台的環境品質為影響滿意度的主要因素，且知覺價值及網站平台的環境品質皆正向顯著的影響滿意度。期望分析結果可以為共享經濟產業提供行銷策略參考的方向，提升共享企業的市場競爭力以及使用滿意度。

Nowadays, the way of our citizens traveling around the world have changed. In the past few decades, people used to book package tour from travel agency, but now tourists tend to have more alternative choices by searching online. With the abundant information of the internet and the popularity of mobile on-line, our citizens find it more easily both searching and making comparisons for the information of traveling. The price of accommodation, airplane tickets or train tickets are easily to be found and compared through internet. Numerous of enterprise that serve as exchange platform have arouse for the past several years and so as the rapid growth amount of sharing firms such as Uber, Airbnb or Wework etc. In order to make the marketing stand out from the fierce competition, a comprehensive analysis of online customer satisfaction of sharing firms is a necessity. Thus, this research is trying to discuss the effect of perceived value, transaction cost, website quality toward user satisfaction on online sharing platform.

The research of this analysis is based on SPSS version 25 as a tool for data analysis and exemplify the research results with Pearson correlation and Simple regression analysis. The result shows that “perceived value” and “website quality” both positively and significantly correlated with user satisfaction. Furthermore, that the website quality is the main factor toward user satisfaction. However, in this research transaction cost is not correlated in Pearson correlation. Therefore, the variable “transaction cost” would not be discussed in the Simple regression analysis. Based on the research result, we hope to make a series of recommendations regarding future measurement of sharing economy industry’s marketing success and hence enhance the sharing firm’s competitiveness.

目錄
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 研究目的..............................................7
第四節 研究範圍與對象..............................................8
第五節 研究流程..............................................9
第二章 文獻探討..............................................10
第一節 共享經濟..............................................10
第二節 知覺價值..............................................32
第三節 交易成本..............................................38
第四節 網站平台的環境品質..............................................43
第五節 使用滿意度..............................................52
第三章 研究方法..............................................57
第一節 研究架構..............................................57
第二節 研究假說..............................................58
第三節 研究變數及操作定義..............................................62
第四節 問卷設計..............................................68
第五節 資料分析方法..............................................69
第四章 資料分析與結果..............................................73
第一節 研究樣本之結構分佈..............................................73
第二節 探索性因素分析..............................................77
第三節 信度分析..............................................86
第四節 敘述性統計分析..............................................87
第五節 相關分析..............................................93
第六節 線性迴歸分析..............................................95
第五章 研究結論與建議..............................................99
第一節 研究結論..............................................99
第二節 研究發現..............................................101
第三節 研究限制及建議..............................................104
參考文獻..............................................106
中文文獻..............................................106
英文文獻..............................................108
網站文獻..............................................124
附錄、研究問卷..............................................126

表目錄
表2-1-1 關於共享經濟之定義文獻整理..............................................15
表2-1-2  2016年對於新創公司的市值統計..............................................27
表2-1-3 外國共享企業已進入台灣發展..............................................28
表2-1-4 我國目前正在發展中的共享企業..............................................30
表2-2-1 知覺價值定義彙整表..............................................37
表2-3-1 交易成本類型分類彙整表..............................................42
表2-4-1 網站品質構面歸納整理表..............................................50
表2-5-1 消費者滿意度定義之彙整表..............................................55
表3-2-1 本研究假說彙整表..............................................61
表3-3-1 知覺價值衡量問項..............................................63
表3-3-2 事前交易成本衡量問項..............................................64
表3-3-3 網路平台的環境品質衡量問.............................................. 65
表3-3-4 消費者滿意度衡量問項..............................................67
表3-4-1 問卷發放與回收狀況..............................................68
表3-4-2  KMO值評判標準表..............................................70
表3-4-3  Cronbach’s 值判斷標準..............................................70
表4-1-1 線上共享租屋平台Airbnb之消費者性別分布表..............................................	73
表4-1-2 線上共享租屋平台Airbnb之消費者年齡分佈表..............................................	74
表4-1-3 共享租屋平台Airbnb之消費者婚姻狀況分佈圖..............................................	75
表4-1-4 共享租屋平台Airbnb之消費者職業分佈表..............................................76
表4-2-1 因素分析轉軸後因素矩陣表..............................................78
表4-2-2 知覺價值KMO值與Bartlett’s球型檢定表..............................................81
表4-2-3 知覺價值因素分析摘要表..............................................81
表4-2-4 事前交易成本KMO值與Bartlett’s球型檢定表..............................................82
表4-2-5 事前交易成本因素分析摘要表..............................................82
表4-2-6 網路平台的環境品質KMO值與Bartlett’s球型檢定表..............................................83
表4-2-7 網路平台的環境品質因素分析摘要表..............................................	83
表4-2-8 消費者滿意度KMO值與Bartlett’s球型檢定表..............................................84
表4-2-9 消費者滿意度因素分析摘要表..............................................85
表4-3-1 本研究各構面之信度檢定表..............................................86
表4-4-1 知覺價值敘述性統計分析表..............................................87
表4-4-2 事前交易成本敘述性統計分析表..............................................88
表4-4-3 網站平台的環境品質敘述性統計分析表..............................................90
表4-4-4 消費者滿意度敘述性統計分析表..............................................92
表4-5-1 相關係數對照表..............................................93
表4-5-2 相關分析係數表..............................................94
表4-5-3 修正後之假說..............................................94
表4-6-1 知覺價值、網站平台的環境品質對消費者滿意度的變異數分析表..............................................97
表4-6-2 知覺價值、網站平台的環境品質對消費者滿意度的迴歸分析表..............................................98
表4-6-3 本研究假設之假說驗證結果總表..............................................98

圖目錄
圖1-1-1 願意參與共享活動之消費者比例..............................................2
圖1-5-1 研究流程..............................................9
圖2-1-1 全球共享經濟企業成立的家數及市值超過十億美元的家數..............................................16
圖2-1-2 共享經濟的三驅力..............................................20
圖2-1-3 共享經濟的價值鏈..............................................22
圖2-1-4  Airbnb 平台之訂房服務流程..............................................26
圖3-1-1 本研究架構..............................................	57

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