以整合科技接受模型探討消費者汽車共享之自動租車接受度

現今的科技日新月異，許多新興產業的發展，使市場原有的傳統模式延伸出創新的商業模式，共享經濟便是最佳的例子。然而，共享經濟在台灣的研究主要是針對Uber的汽車共乘與Airbnb 的住宿共享，較少評估汽車共享(Carsharing)的方式在台灣是否可行。研究中以之整合性科技接受模式觀點切入，以使用者觀點了解影響其使用意圖，進而評估大眾是否能接受汽車共享。本研究使用問卷調查法，透過網路製作問卷，並且蒐集有效問卷進行分析，了解使用者的整合性科技接受模式與其本身因素兩部分是否顯著影響使用者的使用意圖。研究結果發現整合性科技接受模式的三項構面對於接受度皆有顯著影響，三項構面分別包含績效期望(T=10.206，p=0.000)、努力期望(T=3.266，p=0.037)、有利條件(T=1.505，p=0.013)對使用意願有顯著影響而在社會影響(T=0.658，p=0.234) p值未小於0.05，則與使用意願無影響關係。消費者的接受度會受到是否比以往更加便利以及節省金錢影響最深。而本研究透過問卷調查發現，消費者對自動租車採用的意願是高的，對於新的租車模式大部分的人都有嘗試的意願。最後，本研究除了能以學術的角度，了解可能影響使用汽車共享的因素之外，也希望能替即將開發或正在開發汽車共享平台的業者做出更精確的策略規劃來提升使用率。

關鍵字

汽車共享；整合性科技接受模式；合作消費；使用意願

並列摘要

With the ever-changing technology of today, the development of many emerging industries has extended the original traditional market model to an innovative business model. Sharing the economy is the best example. However, the study of shared economy in Taiwan focused on the sharing of Uber's carpool with Airbnb's accommodation, and the less evaluation of the way carsharing is feasible in Taiwan. In the study, the integrated technology acceptance model was cut in, and the user's point of view was used to understand the influence of the use intention, and then whether the public can accept car sharing. This study used a questionnaire survey method to generate questionnaires through the Internet and collect valid questionnaires for analysis to understand whether the user's integrated technology acceptance model and its own factors significantly affect the user's intention to use. The study found that the five facets of the integrated technology acceptance model have significant effects on acceptance. The five facets contain performance expectations (β=0.332; t=6.796; p<0.001) and effort expectations (β=0.204;t =4.294; p<0.001), favorable conditions (β=0.207; t=4.865; p<0.001), social effects (β=0.366; t=6.600; p<0.001) and willingness to use (β=0.332; t=8.508) ;p<0.001), supporting the hypotheses H1, H2, H3, H4, and H5, respectively.Consumer acceptance is more likely than ever to be more convenient and save money. This study found that consumers' willingness to adopt auto rental cars is high, and most people have a willingness to try the new car rental model. Finally, in addition to being able to understand the factors that may affect the use of carsharing from an academic point of view, this study also hopes to increase the utilization rate with more accurate strategic planning for those who are or will be developing a car sharing platform.