以創新擴散及創新抵制理論檢視共享經濟信任機制

Analyzing the Trust Mechanism of the Sharing Economy Based on Innovation Diffusion Theory and Innovation Resistance Theory

黃柏欽(Pai-Chin Huang) ； 侯傑智(Chieh-Chih Hou) ； 陳家祥(Ja-Shen Chen)

《管理評論》 36卷4期 (2017/10) Pp. 39-54

https://doi.org/10.6656/MR.2017.36.4.CNI.039

摘要

共享經濟在互聯網中，讓任何閒置資源都能出租，不論是技能、空間或是物質資產，任何被認為有價值之資產皆可進行交易。本研究提出運用創新擴散理論，解釋共享經濟是如何滲透與擴散進入我們的生活；運用創新抵制理論解釋，如何透過評價機制讓人們降低風險，才有可能接受共享經濟，進而停止抵制；以社會交換理論，來探討人們互相提供報酬，形成共享經濟之信任機制。以四個閒置空間型態之個案公司，應用本研究之理論機制，建構共享經濟中的創新擴散、減少抵制與增加信任，當人們的互信涉及其中時，使得共享經濟效應，藉由互聯網科技的力量，將人們凝聚在一起，讓世界各地的人彼此互相推薦與互信，進而產生價值。

關鍵字

創新擴散理論 ； 創新抵制理論 ； 共享經濟 ； 信任機制

並列摘要

In the modern Internet sharing economy, any idle resources can be rented out. Skills, spaces, physical assets, and other assets can all be traded. This study employed innovation diffusion theory to explain how the sharing economy permeates and spreads into people’s lives. Innovation resistance theory was used to explain how rating mechanisms reduce risks for people participating in the sharing economy. Subsequently, this study referred to social exchange theory to investigate how people offer rewards to one another to form the trust mechanism required for the sharing economy. This study performed a case analysis on four firms providing four types of idle spaces. The theoretical mechanisms developed in this study were applied to establish a model of innovation diffusion in the sharing economy that reduces resistance and enhances trust. When mutual trust is established among people, the effects of the sharing economy can connect and cohere people through the power of Internet technologies, thereby facilitating the spread of mutual recommendations and trust among people worldwide, and thus creating value.

並列關鍵字

Innovation Diffusion Theory ； Innovation Resistance Theory ； Sharing Economy ； Trust Mechanism

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