從人格特質與態度探討消費者接受汽車共享之可能性

The Influence of Locus of Control and Attitude on Acceptance of Car Sharing

蔡璧如(Pi-Ju Tsai) ； 丁靖紋(Ching-Wen Ting) ； 莊苑仙(Yuan-Hsien Chuang)

《環境教育研究》 10卷2期 (2014/03) Pp. 73-108

https://doi.org/10.6555/JEER.10.2.073

摘要

「汽車共享」是具體實現「產品服務系統」理念的商業模式。在歐美已發展出多種不同類型的汽車共享制度，其制度的核心在於只提供汽車的「使用權」及相關服務給消費者，而汽車的「所有權」則歸屬於服務提供者。「汽車共享」希望藉由提高汽車使用率來達到減少能源快速耗損等生態問題，並藉此達成綠色消費的主張。本研究從態度與人格特質等消費者心理變數來探討汽車共享制度是否為消費者願意接納的選項。共計發出380份問卷，回收問卷為369份，有效問卷為354份，有效問卷回收率為93.16%。分析結果顯示，年齡較高、態度之行為意向較高、內控人格特質傾向較高的消費者較願意使用汽車共享，也較願意放棄擁有汽車。

關鍵字

人格特質 ； 態度 ； 產品服務化 ； 汽車共享 ； 擁有權

並列摘要

Car sharing is the most practical representative of the business model of the Product Service System. Different types of car sharing system have been developing in the Europe and the US. The core concept of the system is that the car sharing provides consumers only with ＂the right of using the cars＂, but the ＂the ownership of the cars＂ belongs to the service providers, not to the consumers. Due to the worsening environmental problems and the change of consumption patterns, it is anticipated that the car sharing system may minimize the problem of fast energy consumption, and may achieve the green consumption spirit by enhancing the effectiveness of car using. In this research, we examined consumers' willing to accept the car sharing from the view of their attitude and personality. Three hundred and eighty questionnaires had been sent, 369 of them was recalled, 354 of them was valid, and the valid rate of recall was 93.16%. The result shows that the elders, the persons with positive attitude, and those who have internals tend to accept the car sharing system. They also show stronger willing to renounce the ownership of cars.

並列關鍵字

locus of control ； Attitude ； Product Service System ； Car sharing ； Owners

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