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研究生:洪巧庭
研究生(外文):Chiao-Ting Hung
論文名稱:不同共享經濟平台型經營模式比較之研究
論文名稱(外文):A Competitive Study of Business Models in Sharing Economy.
指導教授:蕭仁傑蕭仁傑引用關係
指導教授(外文):Ren-Jye Shiau
口試委員:卓信佑凃鈺城
口試日期:2016-06-24
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:245
中文關鍵詞:UberAirbnb共享經濟服務共享平台型經營模式
外文關鍵詞:UberAirbnbsharing economysharing servicebusiness platform
相關次數:
  • 被引用被引用:8
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「共享經濟(Sharing Economy)」無疑為近幾年來備受關注的議題之一,由其網路點對點(Peer to Peer)分享,從企業家、投資客、政府機構、學者到一般民眾對其關注程度日漸升高。市場對於「共享經濟」之發展潛力有高度信心,然而此類的平台型經營模式卻可能與「服務提供者」之權利產生牴觸。本研究以文獻探討之方式,釐清現今共享經濟與服務共享之關係,並針對台灣兩個最大的服務共享平台Airbnb 和Uber,進行其平台型經營模式之分析與探討。之後,以深度訪談之方式,深入了解服務提供者之想法及動機,藉此探討此類的經營模式是否與服務提供者之需求產生牴觸;最後,將兩種不同的平台型經營模式進行比較,分析不同平台上之服務提供者之態度是否存在異同及背後的原因。
本研究發現「共享」與「共享經濟」之最大的不同在於,共享此行為除了財產使用權轉移之外,更包含社會情感;現今所謂的共享經濟為透過網路科技,將人們連結起來,達到物品和(或)服務之流通、共享,在共享經濟中,情感連結並不是主要的元素,而是協助平台拓展的助力。另外,共本研究藉由分析共享經濟與服務共享之關係,縮小研究範圍,最終將重點放在討論「服務共享」,即P2P 協同式生活上。本研究發現將近一半的受訪者其動機,都違背Airbnb 與Uber 所提倡「共享經濟」之觀念,並非平台當初所強調之共享;另外,服務提供者屬於平台之「顧客群」而非員工。此外,經由研究個案經營模式及其服務提供者比較發現平台(一)客服管道之重要性;(二)以及平台在治理時,獎勵之方式勝過懲罰;(三)平台處於非法環境,給予服務提供者保護之重要性;(四)不同的產業性質存在直接與間接之競爭關係;(五)平台之制度、功能、資源為關鍵;(六)在不同的平台上,受訪者對於服務共享之態度不同之餘,世俗的價值觀亦會影響服務提供者的心態。

Sharing Economy has became the hottest topic in recent years, especially Peer-to-Peer (P2P) Sharing. At first, this research clarified the differences between the Sharing Economy and Sharing Service by analyzing the platform business models of Airbnb and Uber. In the end, this study discussed the service suppliers’ attitudes toward each platform business models of Airbnb and Uber. This research interviewed more than 20 Uber drivers and Airbnb hosts to find out whether this kind of platform business model could conflict with theirs (service-suppliers’) right or not. After clarifying the differences between the Sharing Economy and Sharing Service, our research focused on P2P Sharing Service. Results show that more than a half of our interviewees were not really ‘sharing’ their idle assets on Airbnb/ Uber, but provided pure business actions on it. Besides, our interviewees believed themselves as the customers of Airbnb/ Uber, but not employees. There were several findings of these two platforms regarding the whole system: (1) the importance of customer service; (2) rewards are more effective than punishment; (3) the protection policy for service provides in illegal business market; (4) direct/ indirect competitive caused by different market nature; (5) platform’s functions, policies, and resources were the key factors; (6) the mundane standpoint affects the service suppliers’ awareness.

第一章 研究緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 研究對象與範圍 5
第二章 文獻探討 6
第一節 共享經濟與服務共享之關係 6
第二節 平台經營模式 22
第三節 AIRBNB平台運作 40
第四節 UBER平台運作 45
第三章 研究設計 50
第一節 質性研究 50
第二節 深度訪談題目 57
第三節 訪談對象 61
第四節 訪談進行方式 64
第五節 訪談過程 65
第四章 資料分析 66
第一節 訪談主題(壹)-AIRBNB 66
第二節 訪談主題(貳)-AIRBNB 72
第三節 訪談主題(壹)-UBER 74
第四節 訪談主題(貳)-UBER 85
第五章 結果與討論 88
第一節 結果 88
第二節 討論 92
第六章 結論與建議 98
第一節 結論 98
第二節 研究建議 98
第三節 研究限制與未來方向 100
參考文獻 101
附錄 107


一、國內文獻

李昆哲(2015)。共享經濟的價值創造循環之研究。國立台灣大學商學研究所碩士論文,未出版。台北市。

林淑馨(2010)。質性研究理論與實務。台北市:巨流。

高淑清(2008)。質性研究的18堂課:首航初探之旅。高雄市:麗文。

陳向明(2002)。社會科學質的研究。台北市:五南。

陳姿妙(2015)。Uber經營模式與法律爭議之探索。國立政治大學科技管理與社會財產研究所碩士論文,未出版。台北市。

齊力、林本炫(2006)。質性研究方法與資料分析。台北市:商鼎。

簡春安、鄒平儀(2002)。社會工作研究法。台北市:巨流。

顏瓊玉(2015)。Airbnb、Uber想落地?先過她這關。商業週刊,1460,25-28。


二、國外文獻

Belk, R.(2010). Sharing. Journal of Consumer Research, 36, 715–734

Belk, R.(2013). You are what you can access. Journal of Business Research, 67(8), 1595-1600.

Benkler, Y.(2004). Sharing nicely: on shareable goods and the emergence of sharing as a modality of economic production. Yale Law Journal, 114, 273–358.

Bogdan, R. & Taylor, S.(1975). Introduction to qualitative research methods. Wiley-Interscience: New York.

Botsman, R. & Rogers, R.(2010). What''s mine is yours: the rise of collaborative consumption. Harper Collins: New York.

Chesbrough, H.(2010). Business model innovation: opportunities and barriers. Long Range Planning, 43, 354-363.

Daunoriene, A., Draksaite, A., Snieska, V., & Valodkiene, G.(2015). Evaluating Sustainability of Sharing Economy Business Models. Procedia-Social and Behavioral Sciences, 213, 836–841.

Demailly, D., & Novel, A.(2014). The sharing economy: make it sustainable. IDDRI: Paris, France.

Dubosson-Torbay, M., Osterwalder, A., & Pigneur, Y.(2002). E-business model design, classification, and measurements. Thunderbird International Business Review, 44(1), 5-23.

Evans, D., & Schmalensee, R.(2007). The industrial organization of markets with two-sided platforms. Competition Policy International, 3(1), 151-179.
Felson, M., & Speath, J.(1978). Community structure and collaborative consumption. American Behavioral Scientist, 41, 614–624.

Fraiberger, S. & Sundararajan, A.(2015). Peer-to-peer rental markets in the sharing economy. NYU Stern School of Business Research Paper, 1-44.

Ghaziani, A., & Ventresca, M.(2005). Keywords and cultural change: frame analysis of business model public talk 1975-2000. Sociological Forum, 20, 523-559.

Martin, C.(2016). The sharing economy: a pathway to sustainability or a nightmarish form of neoliberal capitalism? Ecological Economics, 121, 149–159.

Martin, C., Upham, P., & Budd, L. (2015). Commercial orientation in grassroots social innovation: insight from the sharing economy. Ecological Economics, 118, 240-251.

Minichiello, V., Aroni, R., Timewell, E., & Alexander, L.(1995). In-depth interviewing. Longman: Sydney.

Morris, M., Schindehutte, M., & Allen, J.(2005). The entrepreneur’s business model: toward a unified perspective. Journal of Business Research, 58, 726–735.

Osterwalder, A. & Pigneur, Y.(2012). Business model generation. John Wiley and Sons: New York.

Parker, G., Alstyne, M., & Choudary, S.(2016). Platform revolution. Norton & Company: New York.

Price, J.(1975). Sharing. The integration of Intimate Economies, 1, 3-27.

Quattrone, G., Proserpio, D., & Musolesi, M.(2016). Who benefits from the sharing economy of airbnb?. International World Wide Web Conferences Steering Committee, 1385-1394.

Richardson, L.(2015). Performing the sharing economy. Geoforum, 67, 121-129.

Rochet, C., & Tirole, J.(2003). Platform competition in two-sided markets. Journal of the European Economic Association, 1(4), 990-1029.

Schor, J. & Fitzmaurice, C.(2015). Collaborating and connecting: the emergence of a sharing economy. in handbook of research on sustainable consumption.: Edward Elgar: Cheltenham.

Stephany, A.(2015). The business of sharing: making it in the new sharing economy. Palgrave Macmillan: New York.

Strauss, A. & Corbin, J.(2002). Basics of qualitative research: techniques and procedures for developing grounded theory. SAGE Publications: New York.

Timmer, P.(1988). Business models for electronic markets. Electronic Markets, 8(2), 1-6.

Vukovic, M., Laredo, J., & Rajagopal, S.(2010). Challenges and experiences in deploying enterprise crowdsourcing service. Springer: Berlin.

Zervas, G., Proserpio, D., & Byers, J.(2016). The rise of the sharing economy: estimating the impact of airbnb on the hotel industry. Boston U. School of Management Research Paper, 16, 1-42.

Zott, C., Amit, R., & Massa, L.(2011). The business model: recent developments and future research. Journal of Management, 37(4), 1019-1042. 
三、網路資源

中國分享經濟發展報告(2016)。取自:http://www.sic.gov.cn/archiver/SIC/UpFile/Files/Htmleditor/201602/20160229121154612.pdf(擷取日期:2016年8月24日)

李姿慧(2016)。降價15%逼吸收,司機銳減。取自蘋果日報網站:http://www.appledaily.com.tw/(Retrieved Date: 2016/8/24)

Alba, D.(2015). Airbnb confirms $1.5 billion funding round, now valued at $25.5 billion. Retrieved from: http://www.wired.com(Retrieved Date: 2016/8/24)

Botsman, R.(2012). The Sharing economy lacks a shared definition. Retrieved from: https://www.fastcoexist.com/3022028/the-sharing-economy-lacks-a-shared-definition#4(Retrieved Date: 2016/8/24)

Freier, A.(2015). Uber usage statistics and revenue. Retrieved from: http://www.businessofapps.com/(Retrieved Date: 2016/8/24)

Lang, M.(2016). Airport shuttle drivers ruled to be employees, not contractors. Retrieved from: http://www.sfchronicle.com/(Retrieved Date: 2016/8/24)

Levine, D.(2016). Uber drivers remain independent contractors as lawsuit settled. Retrieved from: http://www.reuters.com/(Retrieved Date: 2016/8/24)

Madden, S.(2015). Why Homejoy failed and the future of the on-demand economy. Retrieved from: https://techcrunch.com/(Retrieved Date: 2016/8/24)

PwC(2014). The sharing economy-sizing the revenue opportunity. Retrieved from: https://www.pwc.com/us/en/technology/publications/assets/pwc-consumer-intelligence-series-the-sharing-economy.pdf (Retrieved Date: 2016/8/24)

Stokes, K., Clarence, E., Anderson, L., & Rinne, A.(2014). Making sense of the uk collaborative economy. Retrieved from: https://www.nesta.org.uk/sites/default/files/making_sense_of_the_uk_collaborative_economy_14.pdf (Retrieved Date: 2016/8/24)

Wosskow, D.(2014). Unlocking the sharing economy: an independent review. department for business, innovation and skills. Retrieved from: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/378291/bis-14-1227-unlocking-the-sharing-economy-an-independent-review.pdf. (Retrieved Date: 2016/8/24)

Zaleski, O.(2016). Food delivery startup SpoonRocket to close shop. Retrieved from: http://www.bloomberg.com/asia(Retrieved Date: 2016/8/24)


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