共享經濟的風險分析與管理 -以線上訂餐平台為例

近年來興起的共享模式，使消費者的消費習慣由擁有轉為共用，推動了共享經濟的快速發展。儘管共享經濟具有便利性和可負擔性等優勢，但當消費者面對可預期或不可預期的風險時可能造成無法避免的身體傷害或不好的服務質量所形成的風險感知，會干擾他們對共享經濟的積極參與。在本文中，我們開發了一個分析框架來管理與共享經濟相關的兩種不同類型的感知風險：由不可避免風險的系統性風險與可由資產配置或多元性服務降低風險的非系統性風險。研究結果發現，當兩種風險權重較低時，兩種風險與最佳需求量會成反比，同樣情況下最佳利潤可以接受較高的系統與非系統性風險的權重，當超過臨界值後，兩種風險會與最佳利潤成正比。結果發現平台提供商進行投資以擴展會員經濟時，不僅可以設定更高的價格，還可以創造更多的需求。另外，隨著會員經濟效益的增加，利潤增加的效應也增加。平台提供商需要區分風險，並相應地應用適當的風險管理方法，因為沒有單一的解決方案可以有效地降低現實中的各種風險。研究中表明，對會員經濟的額外投資是創造更多需求和利潤的有效途徑。換句話說，為了實現可持續增長，平台提供商需要搜索更多參與者，而不僅僅是純粹的中介。

關鍵字

共享經濟；消費者感知風險；系統性風險；非系統性風險

並列摘要

The sharing model that has emerged in recent years has changed consumers' consumption habits from ownership to sharing, which has promoted the rapid development of the sharing economy. Despite the advantages of the sharing economy such as convenience and affordability, when consumers face predictable or unforeseen risks, the risk perception that may result in unavoidable physical harm or poor service quality can interfere with their perception of Active participation in the sharing economy. In this paper, we develop an analytical framework to manage two different types of perceived risk associated with the sharing economy: systemic risk, which is unavoidable risk, and unsystematic risk, which can be mitigated by asset allocation or diversification services. The results of the study found that when the weights of the two risks are low, the two risks are inversely proportional to the optimal demand. In the same situation, the optimal profit can accept a higher weight of systematic and unsystematic risks. , both risks will be proportional to the optimal profit. It turns out that when platform providers invest to expand the membership economy, they can not only set higher prices, but also create more demand. In addition, as the economic benefits of members increase, the effect of increasing profits also increases. Platform providers need to differentiate risks and apply appropriate risk management methods accordingly, as there is no single solution that can effectively reduce the variety of risks in reality. Research shows that additional investment in the membership economy is an effective way to create more demand and profits. In other words, to achieve sustainable growth, platform providers need to search for more players, not just pure intermediaries.