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系統識別號 U0002-2206201812244600
中文論文名稱 共享服務再使用意願之研究–以Airbnb與Uber為例
英文論文名稱 A Study on Behavioral Intention of Reusing Shared Service - Case Studies of Airbnb and Uber
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 106
學期 2
出版年 107
研究生中文姓名 蘇芸立
研究生英文姓名 Yun-Li Su
學號 605550044
學位類別 碩士
語文別 中文
口試日期 2018-05-25
論文頁數 79頁
口試委員 指導教授-曾義明
委員-王居卿
委員-李文瑞
中文關鍵字 共享經濟  Uber  Airbnb  信任感  社會利益  安全感  從眾性  再使用意願 
英文關鍵字 sharing economy  Airbnb  Uber  trust  special treatment  safety  conformity  behavioral intention 
學科別分類
中文摘要   隨著網路科技的發展,資訊蒐集的方式越來越趨於簡單化,消費者無論身在何處都能輕鬆地獲得大量的資訊,再加上近幾年來環保意識抬頭,資產擁有者希望能在有限的資源下,創造最大的效用,進而使得共享經濟模式的崛起,造就產業模式以及消費行為的改變。
  本研究以Uber與Airbnb為例,探討消費者在使用這兩個共享經濟平台的考量因素為何,並以消費者對Uber與Airbnb之信任感、社會利益、安全感,以及從眾性為影響再使用意願之衡量項目。其結果顯示如下:
一、消費者對於共享平台之「信任感」對「再使用意願」有顯著相關性。
二、消費者對於共享平台之「社會利益」對「再使用意願」有顯著相關性。
三、消費者對於共享平台之「安全感」對「再使用意願」無顯著相關性。
四、消費者對於共享平台之「從眾性」對「再使用意願」有部分顯著相關性。
  本研究綜合上述結果,再依實證結果討論,提供未來有意開創共享經濟服務的業者實務上的建議作為參考,期望業者能提供更完善的服務機制給消費者,並吸引更多人來使用共享服務平台。
英文摘要   According to the development of network technology, the methods of information collection have become increasingly simplistic. Consumers can easily get a lot of information no matter where they are. In addition, the rise of environmental awareness in recent years makes asset owners hope to create maximum utility under limited resources, which in turn makes the emergence of the sharing economy.
  This research uses Uber and Airbnb as examples to discuss the factors that consumers consider when using these two sharing economic platforms. The results show that: First, trust positively affect customers’ behavioral intention to shared platforms. Second, special treatments positively affect customers’ behavioral intention to shared platforms. Third, safety have no significant effects on customers’ behavioral intention to shared platforms. Forth, conformity positively affect customers’ behavioral intention to shared platforms.

論文目次 目錄
目錄 I
表目錄 III
圖目錄 III
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 6
 第四節 研究流程 7
第二章 文獻探討 8
 第一節 共享經濟的崛起背景 8
 第二節 共享經濟的意義 10
 第三節 共享經濟之現況 12
 第四節 共享經濟的未來發展 14
 第五節 共享經濟的海外實際案例 17
 第六節 共享經濟的台灣案例 22
 第七節 行銷方面的共享研究 25
 第八節 影響使用共享服務因素的探討 28
第三章 研究方法 32
 第一節 研究架構 32
 第二節 研究假說 33
 第三節 變數操作性定義 35
 第四節 抽樣方法 39
 第五節 問卷設計 40
 第六節 資料分析方法 41
第四章 實證分析結果 43
 第一節 敘述性統計分析 43
 第二節 變數之因素分析 49
 第三節 應變數對自變數之迴歸分析 56
 第四節 不同產業間之差異分析 59
第五章 結論與建議 60
 第一節 結論 60
 第二節 實務建議 62
 第三節 研究限制 64
 第四節 未來研究建議 65
參考文獻 66
附錄一、Airbnb之問卷 74
附錄二、Uber之問卷 77



表目錄
表3-1 信任感問項與參考文獻 35
表3-2 特殊權益利益問項與參考文獻 36
表3-3 社會利益問項與參考文獻 36
表3-4 安全感問項與參考文獻 37
表3-5 從眾性問項與參考文獻 38
表3-6 再使用意願問項與參考文獻 38
表4-1 受訪者之樣本結構表 44
表4-2 問卷題項之敘述性統計分析 – Airbnb 45
表4-3 問卷題項之敘述性統計分析 – Uber 47
表4-4 KMO判斷標準表 49
表4-5 第一次因素分析之KMO與Bartlett檢定表 50
表4-6 第一次因素分析之轉軸後因素矩陣表 50
表4-7 修正後因素分析之KMO與Bartlett檢定表 51
表4-8 修正後之因素分析轉軸後因素矩陣表 52
表4-9 相關係數對照表 53
表4-10 相關分析係數表 53
表4-11 信度分析 54
表4-12 修正後之假說 55
表4-13 再使用意願對自變數之迴歸分析表 56
表4-14 假說檢定結果 57
表4-15 行業與各變項之獨立樣本t檢定 59



圖目錄
圖1-1 研究流程圖 7
圖3-1 研究架構圖 32
圖4-1 修正後之研究架構圖 55

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