臺灣博碩士論文加值系統

近年來，由於信息與通訊技術（Information and Communication Technologies, ICT）的進步，人們的消費型態也隨之轉型，造就了今日共享經濟的興起。在這個共享需求日益增加的新興消費時代，消費者不再是單純的透過購買商品來滿足自我，而是注重以更便利、環保又經濟的方式來達到互利的消費模式。然而，儘管共享經濟為現今的消費模式帶來許多正面利益，其中也暗藏著許多的風險與危機，因此本研究希望加入利益面與風險面的觀點，透過更為全面性的方式來探討感知易用性、感知有用性、知覺利益、知覺風險與共享消費態度之影響。本研究以立意抽樣法針對「Airbnb共享住宿平台」使用者，探討感知易用性、感知有用性、知覺利益、知覺風險以及共享消費態度之關係，共計發放768份問卷，並利用頻次分析、信度分析、相關分析、SEM分析以及聯合T檢定進行實證研究。實證結果發現：(1)感知易用性對「感知有用性」、「知覺利益」與「知覺風險」；(2)感知有用性對「知覺利益」與「共享消費態度」；(3)知覺利益對「共享消費態度」以及(4)知覺風險對「共享消費態度」皆有顯著影響；而感知易用性對「共享消費態度」之假設為不成立，本研究認為感知易用性雖然無法直接影響消費者對共享消費的態度，卻可以透過知覺利益來達到間接影響的效果，由此可知消費者對一共享平台的支持與否，其關鍵就在於共享平台的利益感知。

In recent years, the progressing of Information and Communication Technologies makes people’s consumption pattern changed, and makes the rise of the sharing economy. Nowadays, consumers didn’t just purchase the products to satisfy themselves, but focus on more convenient, eco-friendly and economical way to achieve reciprocity and mutual benefit consumption patterns. However, although the sharing economy has brought many positive benefits, it also hides many risks and crises. Therefore, this study hopes to join the perspective of benefit and risk, through a more comprehensive way to explore influence on perceived ease of use, perceived usefulness, perceived benefits, perceived risk and collaborative consumption attitude. This study used purposive sampling methods, and aimed at users of the "Airbnb Shared Platform". A total of 768 valid questionnaires were recovered. Data are analyzed by frequency analysis、reliability analysis、correlation analysis、SEM、and pooled t-test.
The findings are listed as follows: (1) perceived ease of use has a significant impact on perceived usefulness, perceived benefit, perceived risk and collaborative consumption attitude. (2) perceived usefulness has a significant effect on perceived benefit and collaborative consumption attitude. (3) perceived benefit has a significant effect on collaborative consumption attitude. (4) perceived risk has a significant effect on collaborative consumption attitude. Nevertheless, perceived ease of use have no significant influence on collaborative consumption attitude. Thus, the hypothesis is not supported. Although perceived ease of use can not directly affect the collaborative consumption attitude, “perceived ease of use” has the indirect effect on “collaborative consumption attitude” through “perceived benefits”. Consequently, the key what consumers support the sharing platform is the perceived benefit of collaborative consumption.

致謝 I
摘要 II
Abstract III
目錄 V
圖表目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 5
第三節 研究流程 6
第二章文獻探討 7
第一節 科技接受模式 7
第二節 共享經濟 14
第三節 知覺利益 27
第四節 知覺風險 35
第五節 共享消費之態度 41
第六節 各構面關聯性之探討 47
第七節 網路信任與人際信任 51
第三章 研究方法 57
第一節 研究對象與研究範圍 57
第二節 研究架構與假說 57
第三節 研究變項之操作性定義與衡量 60
第四節 抽樣對象與抽樣方法 68
第五節 資料分析方法 69
第六節 預試問卷分析 73
第七節 總體信度分析 76
第四章 研究結果分析與討論 78
第一節 消費者基本資料分析 78
第二節感知易用性、感知有用性、知覺利益、知覺風險與共享消費態度描述性統計分析 81
第三節 Pearson積差相關分析與信度分析 91
第四節 SEM結構方程模式檢定分析 93
第五節 網路信任與人際信任差異分析 105
第五章 結論與建議 115
第一節 研究結論 115
第二節 研究貢獻 121
第三節 研究限制 123
第四節 研究建議 124
參考文獻 127
附錄一：人際信任正式問卷 145
附錄二：網路信任正式問卷 150

圖目錄
圖1-1 研究流程圖 5
圖2-1 理性行動理論架構圖 8
圖2-2 計畫行為理論架構圖 8
圖2-3 科技接受模式架構圖 10
圖3-1 研究架構圖 58
圖4-1 整體模型關係圖 97
圖4-2 網路信任模型關係圖 108
圖4-3 人際信任模型關係圖 108
圖4-4高網路信任模型關係圖 113
圖4-5低網路信任模型關係圖 113
圖4-6高人際信任模型關係圖 114
圖4-7低人際信任模型關係圖 114
表目錄
表2-1科技接受模式相關研究彙整表 12
表2-2共享經濟相關定義彙整表 16
表2-3共享經濟分類彙整表 20
表2-4共享消費交換模式彙整表 24
表2-5知覺利益相關定義彙整表 28
表2-6知覺利益衡量構面彙整表 32
表2-7知覺利益相關研究彙整表 33
表2-8知覺風險相關定義彙整表 36
表2-9知覺風險相關研究彙整表 39
表2-10態度相關定義彙整表 42
表2-11消費態度相關研究彙整表 45
表2-12信任之相關定義彙整表 52
表2-13 Mcknight & Chervany 信任分類彙整表 54
表3-1 研究假設彙整表 59
表3-2 消費者基本背景資料變項說明表 60
表3-3人際信任與網路信任操作型定義彙整表 61
表3-4信任之衡量題項表 61
表3-5感知易用性之衡量題項表 62
表3-6感知有用性之衡量題項表 63
表3-7知覺利益之衡量題項表 64
表3-8知覺風險之衡量題項表 65
表3-9共享消費態度之衡量題項表 67
表3-10可信度高低與Cronbach α係數之對照表 69
表3-11結構方程模式之適配度衡量指標表 71
表3-12網路信任預試問卷信度分析表 74
表3-13人際信任預試問卷信度分析表 75
表3-14總體信度分析表 76
表3-15網路信任與人際信任信度分析比較彙整表 77
表4-1消費者基本資料分析表 79
表4-2感知易用性平均數分析表 84
表4-3感知有用性平均數分析表 85
表4-4知覺利益平均數分析表 86
表4-5知覺風險平均數分析表 88
表4-6共享消費態度平均數分析表 90
表4-7感知易用性、感知有用性、知覺利益、知覺風險與共享消費態度之相關分
析與信度分析表 91
表4-8各因素之間相關分析與信度分析表 92
表4-9測量模式分析結果表 95
表4-10潛在變數之因果關係參數估計摘要表 96
表4-11直接影響效果表 98
表4-12間接影響效果表 99
表4-13整體影響效果表 100
表4-14假設檢定結果表 101
表4-15整體差異分析表 105
表4-16網路信任與人際信任聯合t 檢定表 107
表4-17網路信任與人際信任結構模式之變數關係表 107
表4-18網路信任與人際信任差異分析表 109
表4-19網路信任與人際信任高低程度之聯合t 檢定表 112
表4-20網路信任結構模式之變數關係表 112
表4-21人際信任結構模式之變數關係表 112

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