共享經濟在過去幾年大幅增長,成為一個有趣的研究現象。許多人認為共享經濟是一種變化的力量,可塑造消費和商業運作的方式,Uber和Airbnb就是最經典的例子。因此,本研究以Airbnb消費者為研究對象,探討知覺風險、知覺價值、信任之間是否存在著顯著差異,再以正面情緒作為干擾變項進行研究。研究過程採便利性抽樣方式,以網路問卷進行資料收集,共計發出419份,回收380份有效問卷;並以迴歸分析、獨立樣本t檢定、單因子變異數分析等方法進行分析。 研究結果顯示:在知覺風險、知覺價值與信任三者的關係上,皆具有顯著性的相關,且知覺價值對知覺風險與信任具中介效果。進一步以正面情緒作為干擾變項,結果發現,正面情緒對於知覺價值與信任之間產生顯著干擾效果,證實正面情緒在建立信任方面發揮重要作用,當感覺轉成信念時,正面情緒使個人能夠有充足的信心。
The share of the economy has grown substantially over the past few years and has become an interesting research phenomenon. Many people think that sharing the economy is a changing force, can shape the way consumption and business operations, Uber and Airbnb is the most classic example. Therefore, this study takes Airbnb consumers as the research object to explore whether there are significant differences between perceived risk, perceived value and trust, and then use positive emotions as interference variables to study. A total of 419 copies were collected and 380 valid questionnaires were collected. The regression analysis, independent sample t test and single factor variance analysis were used to analyze the data. The results show that there is a significant correlation between perceptual risk, perceived value and trust, and the perceived value has a mediating effect on perceived risk and trust. Further positive emotions as interference variables, the results found that positive emotions for perceived value and trust between the significant interference effect, confirmed that positive emotions in the establishment of trust to play an important role, when the feeling into faith, the positive emotions so that individuals can have Adequate confidence.