探討在共享經濟何種因素促使人們願意投入協同消費

What Factors Make People be Willing to Participate in Collaborative Consumption in the Sharing Economy

曾郁涵(Yu-Han Tseng) ； 王超弘(Chau-Hong Wang)

《科際整合管理研討會》 2018第20屆 (2018/08) Pp. 98-113

https://doi.org/10.6495/CIMBM.201806.0007

摘要

本研究的主旨在於探討共享經濟中，何種因素會促使台灣民眾願意投入協同消費，探討的因素有永續性、滿意度、經濟利益、信譽、好奇心及進取心。本研究採用問卷調查法，其中網路問卷與紙本問卷各佔一半，有效問卷270份。並以敘述性統計、變異數分析、迴歸分析及路徑分析等統計方法來分析數據。研究結果顯示，在共享經濟中影響人們實際投入協同消費的主要因素有滿意度與好奇心、其次為永續性與進取心。此外，人們的參與態度與實際行為之間依舊存有若干落差。由這些研究結果可以得知，台灣共享經濟的發展過程將分成三個階段，現階段會以好奇心與滿意度為主要投入活動的因素，下一階段會以追求環境資源上的永續與積極奮發的進取心為主，至於利益與信譽可能是最後階段的考量因素。

關鍵字

共享經濟 ； 協同消費 ； 使用權 ； 態度與行為之鴻溝

並列摘要

The main purpose of this research is to probe what factors would Taiwanese people be willing to participate in collaborative consumption, which include sustainability, satisfaction, economic benefit, reputation, curiosity and enterprise. The research method is to adopt questionnaire, in which online and paper-based each account for half, 270 valid questionnaires to be obtained. Data were analyzed by using statistical methods, such as descriptive statistics, variance analysis, regression analysis, and path analysis. The results show that the main factors affecting the actual behavior of people in collaborative consumption are satisfaction and curiosity. Secondary followed by sustainability and enterprise. In addition, there are still gaps between the attitude and the behavior of people when they participate in collaborate consumption. From these research results, we can realize that the development process of sharing economy in Taiwan will be divided into three stages. At the current stage, curiosity and satisfaction will be the main factors to participate in the collaborate consumption. The next stage will focus on environmental protection and dedication, then economic benefits and reputation may be taken into consideration in the final stage.

並列關鍵字

Sharing Economy ； Collaborative Consumption ； Access Over Ownership ； Attitude-Behavior Gap