感知風險、信任對消費者共享服務使用意圖之影響: 以越南胡志明市的 GrabShare 服務為例

進入21世紀，資訊技術領域取得了巨大成就，智能移動設備連結互聯網以及線上服務使人類生活變得前所未有的便捷。同時，共享經濟的典型服務也在不斷增長，互聯網讓消費者可以隨時隨地通過線上服務平台使用這些現代服務。在越南，像 GrabShare 這樣的具有共享經濟特徵的服務概念還很新，但大多數用戶都是年輕的，所以這類服務的發展會非常強勁。儘管使用此類服務的人數不斷增加，但此類服務的提供者仍然無法了解最明顯影響越南消費者使用這些服務的行為的因素。因此，在本研究中，將基於感知風險和信任等因素來探索消費者的服務使用行為。在數據收集部分，本研究採用了有意抽樣的方法。本研究將重點關注之前使用過 Grab 的 GrabShare 服務或之前使用過 GrabCar 服務並打算使用 Grab 的 GrabShare 服務的消費者。透過網路進行線上問卷調查，共回收有效問卷208份。研究結果表明，感知風險和信任對消費者的態度和使用服務的意圖有顯著影響。最後，該研究為未來開展類似研究提供了具體建議，並可供共享經濟的典型服務提供商參考。

關鍵字

感知風險；信任；使用服務態度；使用服務意圖

並列摘要

In the 21st century, great achievements have been made in the field of information technology, smart mobile devices accessing the Internet along with online services make human life more convenient than ever. At the same time, typical services for the sharing economy are also growing, the Internet allows consumers to use these types of modern services anytime, anywhere through online service delivery platforms. In Vietnam, the concept of services with characteristics of the sharing economy like GrabShare is still very new, but the majority of users are young, so the development of these types of services will be very strong. Although the number of people using these types of services is increasing, the providers of these types of services are still not able to understand the factors that most clearly affect the Vietnamese consumers’ behavior in using these services. Therefore, in this study, the service use behavior of consumers will be explored based on factors such as perceived risk and trust. In the data collection part, this study applies the intentional sampling method. This study will focus on consumers who have previously used Grab' GrabShare service or have previously used GrabCar services and intend to use Grab' GrabShare service. The questionnaire has been conducted online and a total of 208 valid questionnaires were obtained. Research results show that risk perception and trust have a significant impact on consumers' attitudes and intention to use services. Finally, the study provides specific suggestions for similar studies to be conducted in the future and provides a reference for typical service providers of the sharing economy to understand the consumers’ behavior in Vietnam.