影響「共享經濟」使用者意願之因素

The Determinants of the Willingness of Sharing-Economy Users

張祐禎(Yu-Chen,Chang)

指導教授 ： 雷立芬

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201700761

摘要

共享經濟(Sharing Economy) 意指經濟活動可經由不具資產所有權的參與者，透過共同分擔成本、交換與租用資源，進而更有效率的使用資源。運用網際網路打造之「共享平台」更打破空間地域的限制，連接與整合各區域之各種零碎資源，藉由「以租代買」的核心理念，讓需求者隨時以較低的成本及更便捷的方式，獲得更有品質的服務；資源擁有者也能將自己擁有的閒置資源分享給有需求的人，從中獲得利益。
本研究應科技接受模式與創新擴散理論之概念，並加入信任，提出「信任-科技接受-創新擴散」模型，進行影響消費者選擇共享平台因素之分析，以期提供我國相關產業順利引進共享經濟概念並且創新經營模式之參考。為了與一般消費平台區分，避免受測者對共享平台的定義不一致，本研究將共享平台之定義限縮至商業發展研究院整理出的Uber、Lalamove、Tripda、 Agoda、Booking.com、Airbnb與Gogovan等，曾經使用過前述一項或多項平台，才算具有使用過共享平台之經驗。本研究資料蒐集方式以發放網路問卷為主，本研究問卷發放與樣本蒐集的主要對象為具為接觸過共享經濟平台者，發放時間為期一個月，本研究收集384份有效問卷，進行結構方程式分析。
實證結果發現信任、有用性、易用性、相對優勢、相容性五個構面均會對消費者的使用意願存在正向關係。其中又以相對優勢的影響力最小，因為在台灣能很方便的取得資源，平均價格也不會太高，所以共享經濟所提供的便宜與便利對消費者沒有很大的誘因；另一方面，相容性的影響效果最大，其次是易用性。本研究建議，台灣的共享經濟模式該強化平台與使用者生活風格、價值觀與需求符合當地之特色。政府則研擬相關法規與配套措施，在保護本地業者的同時亦不會阻礙創新發展，並將共享經濟與農相關產業結合，例如：打造農業相關工具圖書館，共享農業器具零件；發展食物銀行系統，共享剩食減少浪費；透過共享經濟盤活閒置勞動力於農業使用。

關鍵字

共享經濟 ； 科技接受模式 ； 創新擴散理論 ； 結構方程式

並列摘要

Sharing economy means that economic activity can be used more efficiently by sharing costs, exchanging and renting resources through participants who do not have ownership of assets. Using the Internet to create a platform to break the constraints of space, connect and integrate the various regions of the various pieces of resources, Through the method of renting instead of purchasing, the consumers can acquire the commodity or service with lower cost and in a more convenient way at any time, and meanwhile help the resource owner with unutilized resources.
This study takes into consideration the degree to trust, Applied Technology Acceptance Model, and Diffusion of Innovation Theory, developing the “Trust—Technology Acceptance—Diffusion of Innovation” model, to Analysis that the Factors of affecting consumers' choice of sharing economy platforms.To provide related industries of Taiwan to successfully introduce the concept of sharing the economy and innovative business model reference. In order to distinguish with the general consumption platform, to avoid the definition of the shared platform for the survey is inconsistent, this study limits the definition of a sharing economy platforms to the Uber, Lalamove, Tripda, Agoda, Booking.com, Airbnb and Gogovan, organized by the CDRI, have use one or more of the above, be considered to have the experience of using a shared platform. This study collects information by web survey, which is aimed at the users of sharing economy platforms, with 384 valid sample collected in one month releasing time.
The author has discovered that trust, utility, ease of use, relative advantage, compatibility are positively correlated with the usage intention of the consumers. “Relative advantage” is the least influential factor, because resources can be easily acquired in Taiwan with a relatively lower cost, so sharing economy with the cheap and convenient to consumers without a lot of incentives. On the other hand, the effect of compatibility is greatest, followed by ease of use. The study suggests that sharing economy in Taiwan should strengthen the relationship between platform and user's lifestyle. The government should enact relevant laws and supporting measures, thus, it will not hinder innovation and development while protecting the local industry.At the same time, government shouid apply sharing economy to agricultural — related industries, For example: to build a tool-library of agricultural for sharing equipment；to developing a food-bank for sharing surplus food；to finding unused human resources for Agriculture using by sharing economy.

並列關鍵字

sharing economy ； Technology Acceptance Model ； Diffusion of Innovation Theory ； Structural equation modeling

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