本研究以大高雄地區為調查範圍,旨在探討受訪者對UBER的認知與消費意願,更進一步探討該認知「服務」或「價格」是否影響大高雄地區民眾對UBER的消費意願,並深入了解其影響之重要因素。 本研究採質性研究,針對UBER在大高雄地區的發展、趨勢、經營模式,以及大高雄地區UBER搭乘消費行為相關文獻探討,並根據整理之文獻擬定訪談大綱,採取半結構式訪談法,針對六位UBER司機、搭乘者進行深度訪談,所得結果如下:(1)UBER的服務與價格對搭乘者有顯著之影響(2)UBER的經營模式對擔任司機有顯著的影響。(3)大高雄地區搭乘UBER消費者有一定市場及客群。 此外,本研究除了對所得結果提出解釋外,並對研究結果的應用加以討論,並建議如下:(1) 政府和交通部應該順應潮流彈性開放結合手機並開發電子軟體扶植相關產業。(2) UBER公司應與政府協商達成納稅、納保、納管三大要求以達雙贏局面。(3) UBER登記為運輸服務業,但並非所有司機、車輛都登記為營業車。另外UBER App功能強大,在大高雄地區頗受歡迎,建議能從消費者的角度多做考量,多一個優質的消費平台。
he research scope is aimed at Kaohsiung area to investigate the respondents’ perception of UBER and their willingness to consume, and further explore whether the cognitive “service” or “price” influences the willingness of the residents of the Kaohsiung area to take UBER. Then the research goes deep to understand what are the important factors affecting this. This research is based on qualitative research and focuses on UBER's development, trends, and business models in the Kaohsiung region, as well as on the related literature with UBER riders in the Kaohsiung region to develop interview outlines based on the collated literature for adopting a semi-structured interview method. The results of in-depth interviews with six UBER drivers and occupants are as follows: (1) The UBER service and price have a significant impact on the rider. (2) UBER's business model has a significant impact on serving as a driver. (3) UBER consumers in the Kaohsiung area have a certain market and customer base. In addition, this research not only explains the results obtained, but also discusses the application of the research results, and recommends the following: (1) The government and the Ministry of Transportation should follow the trend of flexibility to open up mobile phones and develop electronic software to support related industries. (2) UBER should negotiate with the government to achieve the three major requirements of taxation, security, and management to achieve a win-win situation. (3) UBER is registered as a transportation service but not all drivers and vehicles are registered as business vehicles. In addition, the UBER App is powerful and popular in the Kaohsiung area. It is recommended to consider more from the consumer's point of view and to have a quality consumer platform.
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