共享經濟平台之資訊不對稱、信任及購買意願：以聲譽及評價機制作為干擾變數

Information Asymmetry, Trust, and Purchase Intention in Sharing Economy Platforms - Reputation and the Feedback Mechanism as Moderators

宋峻豪(Jun-Hao Sung) ； 王昱凱(Yu-Kai Wang)

《行銷評論》 16卷1期 (2019/03) Pp. 25-51

摘要

本研究係以共享經濟平台為情境，提出影響購買意願之整合模型並進行驗證。本研究共收集198份有效問卷，並透過結構方程式進行驗證，實證結果大致上支持本研究之假說。本研究之主要貢獻，係協助我們進一步了解在共享經濟平台情境下，資訊不對稱與信任之關係，亦即，不同於傳統上的觀點認為對供給者的資訊不對稱會負向影響需求者對供給者的信任，本研究發現由於共享經濟平台的加入，需求者預期共享經濟平台將對供給者進行篩選及讓供給者上架產生之認可效果，將使對供給者的資訊不對稱對供給者的信任產生正向影響信任，此一發現展現共享經濟平台情境對資訊不對稱與信任之影響。此外，有別於過去研究著重在探究聲譽及評價機制的直接效果，本研究也協助我們了解，聲譽及評價機制如何在購買意願整合模型產生干擾效果。最後，本研究提出管理意涵與建議，提供平台之供給者作為提高需求者購買意願之參考依據。

關鍵字

共享經濟平台 ； 資訊不對稱 ； 信任 ； 購買意願

並列摘要

In the context of sharing economy platforms, this study offers and empirically tests an integrated model to explore the antecedents of purchase intention. By conducting a survey of 198 subjects and analyzing by structural equation modeling, this study's empirical results largely support the hypotheses. The findings contribute by helping us better understand the relationship between information asymmetry and trust in the context of sharing economy platforms. Contrary to the traditional viewpoint that information asymmetry favoring suppliers negatively impacts trust in the suppliers, this study finds a positive influence in this particular setting. This reflects that users expect that sharing economy platforms select and allow proper suppliers to offer their goods and services on the platforms and thus generate endorsement effects by adding the role of sharing economy platforms. This study adds to prior research that focuses on the direct effects of reputation and the feedback mechanism by enhancing our knowledge on how reputation and the feedback mechanism act as moderators in an integrated model on purchase intention. Practical implications and suggestions based on these findings are discussed.

並列關鍵字

information asymmetry ； purchase intention ； sharing economy platform ； trust

參考文獻

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