人格特質與生活型態對於參與共享經濟意願之研究

隨著科技的進步，使既有的消費模式透過互聯網使串連的速度更快，像是本研究所探討之共享經濟，就是從一種藉由互聯網來尋求商品或服務的供需者。現今，資訊的傳達比以往更為快速，使消費者選擇性較高，而為了使消費者成位忠誠使用者，開發及設計共享平台者，除了需要了解近期的趨勢還有消費者的人格特質與生活型態，使他們對共享平台產生需求性，藉而獲得消費者的支持與認同。因此，本研究針對共享經濟、消費者的人格特質、消費者的生活型態，建立出兩個主要假說以衡量彼此間的關係，並透過問卷蒐集及統計分析方法進行實證研究。研究結果顯示，消費者的某一個人格特質會影響消費者參與共享經濟之意願程度，像是親和性的人格特質會與消費者參與共享經濟之意願程度有明顯的關聯性。另外，消費者的生活型態也會部分影響消費者對參與共享經濟之意願程度，尤其是追求新知及效率性皆與消費者參與共享經濟之意願程度有明顯的關聯性。透過本研究的探討，開發及設計共享平台者前可先採行市場調查，了解消費者對共享平台的需求，當業者了解共享平台會吸引哪一類型的消費者時，不僅有助於平台的定位，還可以納入功能的考量，符合消費者對於共享平台的期望。

關鍵字

共享經濟；人格特質；生活型態

並列摘要

With the advancement of technology, the existing consumption patterns are changed by the Internet. The sharing economy discussed in this study is from a supplier and demander who seeks goods or services through the Internet. Nowadays, information is transmitted more quickly than ever before, making consumers more selective. In order for consumers to become loyal users, developing and designing shared platforms requires not only understanding the recent trends but also the personality traits of consumers. With life styles, they create demand for the shared platform and gain consumer support and recognition. Therefore, this study focuses on the sharing economy, the personality traits of consumers, and the lifestyles of consumers. Two main hypotheses are established to measure the relationship between the two, and empirical research is conducted through questionnaire collection and statistical analysis. The results of the study show that a certain personality trait of a consumer affects the degree of willingness of consumers to participate in the sharing economy. For example, the affinity personality traits are clearly related to the willingness of consumers to participate in the sharing economy. In addition, consumer lifestyles will also partially affect consumers' willingness to participate in the sharing economy. In particular, the pursuit of new knowledge lifestyle and efficiency lifestyle are clearly related to the willingness of consumers to participate in the sharing economy. Through this research, before developing and designing a shared platform, market surveys can be conducted to understand consumer demand for shared platforms. When supplier understand which type of consumers are absorbed by the shared platform, it will not only contribute to the platform’s positioning but also include functional considerations that are consistent with consumer expectations for a shared platform.