以接受和使用技術的統一理論探究影響共享租衣使用意向之相關因素

Exploring the factors affecting the use intention of shared renting clothes by the unified theory of accepting and using technology

楊竣宇(Jun-Yu Yang)

指導教授 ： 邱裕方

中原大學/電機資訊學院/工業與系統工程研究所/碩士(2019年)

https://doi.org/10.6840/cycu201900902

摘要

在全球經濟與科技的快速發展及推導下，悠閒的社會型態也轉變為匆忙的生活步調，經濟建設的發展也使得汙染問題日趨嚴重。在此狀態下，創新的商業模式也不斷孕育而出，其中共享經濟的蓬勃發展，透過閒置資源的再利用、做到回收與循環並被賦予改善環境汙染名號。為了改變快時尚服裝供應鏈模式的風潮，共享租衣的建構將是鼓勵消費者減少產品購買，防止紡織品過度浪費的可能性之一，透過租借代替購買的方式增加產品的使用壽命。
因此，本研究應用接受和使用技術的統一理論探討消費者對共享租衣之使用，為此建立結構方程(Structural Equation Modeling，SEM)模型結構圖用以評估消費者參與共享的可能性因素並以問卷調查法的方式進行數據的取得。本研究以實地問卷受訪調查293份問卷，發現努力期望、社會影響、促進條件皆能提高消費者的使用態度，使用態度亦能影響實際使用。研究結果顯示，若想擴大消費市場，其行銷宣傳、網頁架構、顧客關係管理、品質的保證等方面需要再強化，並提供更好的消費模式，滿足不同消費者所需之服務，以提升消費者的實際意願。

關鍵字

共享租衣 ； 共享經濟 ； 接受和使用技術的統一理論

並列摘要

Under the rapid development of the global economy and technology, the leisurely social pattern has also turned into a hasty pace of life, and the development of economic construction has also made the pollution problem increasingly serious. In this state, innovative business models are also bred, and the shared economy is booming. Through the reuse of idle resources, recycling and recycling are recognized and given the reputation of improving environmental pollution. In order to change the trend of the fast fashion clothing supply chain model, the construction of shared clothing will be one of the possibilities to encourage consumers to reduce product purchases and prevent excessive waste of textiles, and increase the service life of products through rent instead of purchase.
Therefore, this study applies the unified theory of acceptance and use of technology to explore consumers' willingness to use shared clothing. To establish a Structural Equation Model (SEM) structure map to evaluate the possible factors of consumers' participation in sharing and to use questionnaires to obtain data. In this study, 293 questionnaires were surveyed by field questionnaires, and it was found that efforts, social impacts, and promotion conditions can improve the attitude of customers. The attitude of use can also affect actual use. The results of this study showed that if businesses want to expand the market, the marketing promotion, webpage structure, customer relationship management, quality assurance, etc. need to be strengthened, and businesses have to provide better consumption patterns to meet the needs of different consumers to enhance the actual will of consumers.

並列關鍵字

shared clothing ； accepting and using technology ； sharing economy

參考文獻

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