- 學位論文
亞洲共享經濟商業模式之社會效益探討
An Examination of Social Utility in The Asian Sharing Business
摘要
縱使共享經濟的全球通用定義仍有歧義，共享經濟或零工經濟不管在商業界和學術界都獲得極大的重視。 雖然大部分學者將共享經濟稱作是一種「協同的、有利於社會的、利他的、環境永續的、或體驗性的消費」，西方的實徵研究卻顯示個人效益及經濟考量仍超越道德考量。社會價值對於共享經濟參與度的貢獻非常薄弱。 本研究首先將各種型態的共享經濟商業模式依據期待獲得的報酬及物權移轉的幅度進行分類。從這個分類法中，本研究選取以營利為導向的點對點經濟，在亞洲地區進行兩項實徵研究；其一研究共享經濟中的消費者行為，其二探討個體服務提供者在共享經濟中的自我身份認同。 過去的研究已驗證個人效益為驅動共享經濟服務提供者及消費者的重要決定因素，本研究之目的是欲驗證社會效益對於東方共享經濟商業模式的影響。
並列摘要
Though universally accepted definition of sharing economy is yet to reach concordance, the sharing economy or gig economy business is receiving tremendous attention both from the business and academic worlds. While most recent researches address sharing economy as ‘collaborative and pro-social, altruistic and environmentally sustainable, or experiential consumption’, empirical results from the West show that personal utility and economic concerns outweigh the ethical concerns. Very little contribution of social values is seen in the adoption of sharing economy. This research firstly categorizes the variations of sharing economy business in terms of their nature of expected rewards in continuum and the ownership transfer of the shared goods. With this proposed typology, this research conducts two empirical studies of the for-profit peer-to-peer sharing businesses in the Asian context; one to investigate the consumers’ behavior in sharing activities, the other to explore the self-identification of the individual service providers in the sharing businesses. While personal utility has been confirmed to be the major determinant to drive the providers’ and consumers’ participation in sharing business, this study aims to validate the effect the social values on sharing economy business in the East.