臺灣博碩士論文加值系統

　　由於互聯網的興起，造就點對點(Peer-to-peer)技術的市場應用更加地廣泛，也因此加速了點對點式「共享經濟」商務的發展。Airbnb是共享經濟的成功案例之一，其成功的創新住宿模式，也反映出新的消費者住宿行為。雖然Airbnb模式已行之多年，且過去的文獻也從各種觀點探討Airbnb成功的決定因素，然而，以內在及外在線索觀點區分Airbnb的特性，並探討該特性對Airbnb的轉換障礙及共創體驗，以至於再購意願的影響，過去的研究仍著墨不深。本研究以此為動機，建立並驗證一個影響Airbnb再購意願的因果模式。
　　經由258份有實際住宿經驗的有效問卷之分析結果，本研究得到主要的研究發現如下： (一)共創體驗對再購意願有正向影響。(二)轉換障礙對再購意願有負向影響。(三)Airbnb的內在線索中的互動對共創體驗有正向影響。(四) Airbnb的內在線索中的互動及消費情緒對轉換障礙有負向影響。(五) Airbnb的外在線索中的共享經濟思維對共創體驗有正向影響。(六) Airbnb的外在線索中的共享經濟思維對轉換障礙中的替代品吸引力有負向影響。本研究最後也提出管理意涵及研究建議供Airbnb及相關業者參考。

　　Due to the rise of the Internet technology, the application markets of peer-to-peer (or point-to-point) technology has extensively increased, which accelerates the development of “sharing economy" business. Airbnb is one of the successful sharing economic models, and this successful innovative accommodation model also attracts attention to new behavior of consumer accommodation. Although Airbnb has been running for many years and studies have reported extensively the determinants associated with the Airbnb successful model, limited attention has been paid to antecedents of Airbnb repurchase behavior from the perspectives of internal and external cues presented by Airbnb characteristics toward switching barriers and co-creation experience. To bridge this research gap, the research thesis is motived to develop and examine a research model that describes repurchase intentions.
　　Based on the analysis of 258 valid samples with actual accommodation experiences, the main findings are obtained showing: (a) Co-creation experience has a significant positive effect on repurchase intentions. (b) Switching barriers has a significant negative effect on repurchase intentions. (c) Interaction of intrinsic cue of Airbnb has a significant positive effect on co-creation experience. (d) Interaction and consumption emotion of intrinsic cue of Airbnb has a significant negative effect on switching barriers. (e) Belief of sharing economy of extrinsic cue has a significant positive effect on co-creation experience. (d) Belief of sharing economy of extrinsic cue has a significant negative effect on attractiveness of alternatives. Implications and suggestions are addressed.

致謝 i
摘要 ii
Abstract iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究步驟與流程 6
第二章 文獻探討 8
第一節 共享經濟(Sharing Economy) 8
第二節 Airbnb 9
第三節 再購意願(Repurchase Intentions) 11
第四節 共創體驗(Co-Creation Experiences) 12
第五節 轉換障礙(Switching Barriers) 14
第六節 內在與外在線索(Intrinsic Cue and Extrinsic Cue) 17
第三章 研究方法 19
第一節 研究架構 19
第二節 研究對象與程序 19
第三節 問卷問項設計 20
第四節 資料分析工具與方法 23
第四章 研究結果與討論 24
第一節 敘述性統計 24
第二節 信效度分析 28
第三節 研究模型之驗證 32
第四節 假設結果之驗證 34
第五節 管理意涵 45
第五章 研究結論與建議 49
第一節 研究結論與建議 49
第二節 研究限制與未來研究之建議 51
參考文獻 53
附錄 61

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