從消費者觀點探討社區共食之可行性研究：以「良食畦栽菜櫥實驗廚房」為範例

共享經濟為近幾年來新興的議題，在先進國家發展蓬勃，而以共享經濟為基礎而發展出來的協同共享消費也是一個新興的商業模式。綜觀國內外，有許多的創業模式雖然具備完善的功能與制度，卻也面臨倒閉或經營不善之狀況。目前國內探討協同共享經營產業之成功關鍵相關的研究文獻稀少，故本研究透過整理國內外相關文獻與資料，並加以分析、歸納，以提供研究之參考。本研究主要以質化研究方式做個案分析，透過期刊論文、書籍、網站文章……等資料分析歸納，找出當中影響創新服務商業模式之可行性的關鍵構面。以目前在國內少有的並具有前瞻性的社區共食做為議題，並選擇良食畦栽菜櫥實驗廚房作為研究個案。以深度訪談的方式，挑選本研究個案所在地的社區居民與科大學生作為訪談對象，期能以社區居民的觀點探討社區共食的可行性與社區居民對社區共食廚房的價值認知。本研究發現，消費者端隨著社會與經濟的發展逐漸擁有更多主導性，而以共享經濟為基礎下的創新商業模式與傳統的服務或商品買賣的差異化、也更能被消費者所接受。同時，研究社區共食的可行性影響構面，發現除了創新價值、協同共享、人際社交、知覺價值、安全性保障為主要因素外，另外發現，空間氛圍與價格、互動行銷、衛生條件等也是社區共食能否被消費者接受之重要關鍵。提供給未來研究者作為研究方向的參考。最後為實務上的建議，由個案顯現，協同共享消費導向的社區共食經營模式，除了本身須持續創新價值之外，應注重以多方管道，與社區客源進行互動，並維繫關係，對外也需尋求合作夥伴，獲得更多外部資源，同時整合內外部資源，以獲得穩定之收益，並秉持著創立理念，持續進行社會公益、環境資源保護等理念與知識的宣導與推廣，以迎接未來個人經濟和獨居時代來臨時的潛商機。

關鍵字

社區共食；共享經濟；社會企業；創新；協同；人際關係；知覺價值

並列摘要

Sharing economy has been an emerging discussing topic lately.In developed countries, the shared consumption platform derived from sharing economy has also been becoming a new business module. However, even with comprehensive function and system, the said business operation could end up with bankrupt or failure.The research paper in Taiwan as how to “make shared consumption work” is very limited. By compiling and analyzing all the paper and information globally, the conclusion would be generated. This paper is to quantify individual cases. Via data analysis taken out from periodicals, books, websites ---, we would figure out the critical facet for influencing innovative service business module.Aiming for “shared food in the community”, “Seedtrace” is chosen as the study case among few prospective cases inside of Taiwan. Through depth interviewing local community residents and college students, this would lead to discuss the feasibility study of share food and recognition value of shared food by the local residents from the locals’ points of views. Consumers nowadays are more proactive, along with the development of the society and economy. Sharing economy based on innovative business module and with differentiation from the traditional service/trading business module is well accepted by consumers. In addition to innovation value, shared consumption, social network, recognition value, and security protection, “space atmosphere, price and interaction marketing” are key to the acceptance by the local residences. To conclude：Besides the consistent innovation, the social enterprises guided by shared consumption should focus on interacting as well as building relationship with local consumers via various channels, seeking for outside cooperative partners for obtaining more external resources, and then incorporate internal and external resources altogether for stable income/profits. Moreover, the said social enterprises shall stay with the original ideal, proceed the social welfare and environmental source protection, promote the said ideal/knowledge, and then meet the potential business opportunities accompanied by the future era of “personal economy” and “living alone”.