共享經濟體制中信任之研究

共享經濟在1978年Felson and Spaeth提出，是把資源重新分配的經濟交換平台，透過交換過程讓雙方獲取各自利益，達到經濟效益最大化。然而共享經濟不一定是營利的商業模式，更不純屬於商業範疇。共享經濟和社會服務關係密切，以社會服務作為中介並協調社會資源去服務需求一方，使社會資源達到完善的利用。本研究以共享經濟為研究主題，透過社會交換理論與信任關係，探討參與社群活動之業務人員在社群中，其信任信念與參與前信任因子（參與者的信任、社群信任）以及參與後信任因子（信任的產出）之影響程度，並加入品牌情感作為信任信念與信任的產出之調節變項。本研究透過網路平台發放問卷，共回收1108份問卷（有效回收率為91%），利用結構方程模式分析進行假說驗證，研究結果顯示參與者的信任以及社群信任會直接影響信任信念，且信任信念會直接影響信任的產出，而信任的產出也因為品牌情感的影響而有所差異（品牌情感對於信任信念影響知識分享行為之過程具有調節效果）。最後，本研究將根據分析結果提出未來研究建議，並提供業界作為管理參考依據。

關鍵字

共享經濟；社會交換理論；信任；品牌情感

並列摘要

Sharing Economy originated in 1978 by Felson and Spaeth, it’s the economic exchange platform of reallocating resources, and make people take their own profits by this exchange process to achieve the maximum of effectiveness. However, Sharing Economy is not necessarily a profit business model, it’s not only be part of Business, but it have a close relationship with Social Service. Coordinating social resources to service Demander via the Mediator of Social Service, make social resources can be used more completely. This study topics is the Sharing Ecnonmy, research the effects on Trusting Beliefs by Salesperson who participate in COMMUNITY ACTIVITIES, we send questionnaires by network platform, and collected 1108 valid samples, the effective response rate was 91%. After the analysis, the results showed that Trust of Participants and Community Trust will directly affect Trust Beliefs, and Trusting Beliefs will directly affect The Output of Trust, and Brand Affect has partial moderating effect between Trusting Beliefs and The Output of Trust. Based on the result of conclusions, this study provide suggestions for furture research.