共享經濟模式的消費滿意度及再購行為之研究-以台灣地區的Airbnb為例

網路資源和行動科技的結合，伴隨著當今社會提高資源使用效率與再造經濟價值需求，帶動全球的「共享經濟」風潮。不但受到消費者青睞，更受到許多國家的重視，讓共享平台業者以「舊有概念‧新創模式」在世界各地蔓延開來，並逐漸蓬勃發展，如：Uber、Airbnb、Zipcar等。此經濟模式也受到台灣政府的重視，並開始針對相關企業進行意見徵集及舉辦多次公開諮詢會議，因此為瞭解台灣仍在萌芽階段的共享經濟發展，本研究旨在欲透過問卷調查方式瞭解台灣Airbnb的消費者進行共享經濟消費行為模式的接受度、消費滿意度及再購行為之探討，並以211位訂宿過台灣地區Airbnb住宿空間的受訪者為研究樣本。主要使用的研究工具為獨立樣本T檢定、單因子變異數分析、卡方檢定、Pearson相關分析及迴歸分析，研究結果發現消費者社經條件對消費行為有特定影響力；特定消費行為對共享服務平台及共享住宿空間的評價具有影響；價格經濟性是消費者使用Airbnb服務平台與住宿空間的關鍵因素；而清潔度則是消費者對住宿空間最重要的服務品質要求；共享經濟之價值觀念與接受程度對Airbnb服務平台滿意度和共享住宿空間及服務滿意度分別有相當顯著的影響，對消費者未來的再購意願也有最大的影響。

關鍵字

共享經濟； Airbnb ；消費者滿意度；再購意願

並列摘要

The fast growing integration between internet and mobile technology has created a new phenomenon of sharing economy. These “new economies” has effectively relocated scarce resources, stimulate potential demand. Not only consumers, but also governments throughout the world are fascinating about the old concept in new innovation. Entrepreneurs are also highly interested in these new economies. A lot of platforms are formulated in the past decade, including Uber, Airbnb, and Zipcar. Though the market size in Taiwan is limited, the global-connected websites and internet services can still bringing the new business model into this tiny island. For better understanding the emerging business activities, this study aimed to find out consumer behavior, acknowledgments, satisfaction, and willingness to repurchase of sharing economies through sampling survey. Since it’s the only legal service in Taiwan, Airbnb is the case to be analyzed. 211 samples of consumers based in Taiwan are collected through web-based questionnaire. Statistical tools including T-test, regression analysis, ANOVA and Chi-square testing, are applied to analyze the collected data. It was found that the socio-economic variables have significant impacts on consumer behavior, while some of the consumer behaviors have impacts on both living space and platform service. The cost of rental is the most important factor of consumption decision making. Since low cost is the prior decision variable, cleanness is hence the most important factor of service quality. At last, the attitude towards sharing economy has huge impacts on the satisfaction of both living space and platform service, also the biggest factor impacting repurchasing behavior. All platform operators and living space providers should be aware of these research findings for better decision makings in the future.