探討消費價值對共享工作空間租用影響之研究－使用者態度為中介因子

Affecting User Intentions towards Coworking Space - User Attitude as a Mediator

陳彥廷(Yen-Ting Chen) ； 汪淇毓(Chi-Yu Wang)

《創新與經營管理學刊》 8卷2期 (2019/10) Pp. 61-76

https://doi.org/10.6270/JIBM.201910_8(2).0005

摘要

共享經濟概念結合科技成為近年來盛行之新興商業模式，眾多平台成立提供的產品與服務包羅萬象，如食、衣、住、行、資訊、學習、線上課程、群眾募資等；知名平台如WeWork、FlyingV、Uspace及FutureWard搭上此波熱潮，以提供共同工作空間服務，成為另一項服務應用共享經濟之典範。在地狹人稠的臺灣，微型企業或創業家在資金有限的條件下，無法負擔高額的辦公室租賃費用，對於創業者、自由工作者租用共同工作空間做為其創業基地形成趨勢；租用共同工作空間除了可節省開銷，其靈活、寬敞又能互動的辦公空間為其重要特性。檢視國內文獻發現，以共同工作空間為標的之研究為數不多，因此本研究對具有發展前景的共同工作空間進行探討，以消費價值及態度為自變數，使用意圖為應變數，藉由實證分析，探討影響使用者選擇共同工作空間之因素與影響程度。研究結果發現共同工作空間帶給使用者之價值與使用者本身對於共同工作空間的持有態度是影響其租用的重要因素，兩因子呈現愈正向，使用者之租賃意圖愈顯著；本研究亦根據研究結果，提供相關建議予共同工作空間業者作為制定營運與行銷策略之參考。

關鍵字

共享經濟 ； 共同工作空間 ； 消費價值 ； 使用者態度 ； 使用意圖

並列摘要

The concept of sharing economy combined with technology has become an emerging business model in recent years. Many platforms have been established to deliver products and services, including food, clothing, housing, travel, information, learning, online courses, crowdfunding, etc.. Well-known platforms, such as WeWork, FlyingV, Uspace and FutureWard have taken this wave of enthusiasm to provide a coworking space service. In Taiwan, micro-enterprises or entrepreneurs cannot afford high office rental expenses under the condition of limited funds; it has been a trend for entrepreneurs and freelance workers to rent a coworking space as their entrepreneurial base. Coworking space not only help user save money, moreover, it provides flexible, spacious and interactive office space. To our best knowledge, there are not many studies that discuss about the development of coworking space in Taiwan. Therefore, this study explores the factors that affect users' intention towards renting coworking space by taking the consumption value and attitude as the independent variables, using intention as the dependent variable. The results show that the consumption value and user attitude are two important factors affecting users' renting intention to coworking space. The more the two factors user possess, the more their using intention is. Last, implications are drawn for applying these insights.

並列關鍵字

Sharing Economy ； Coworking Space ； Consumption Value ； User Attitude ； Using Intention