臺灣博碩士論文加值系統

隨著資通訊科技的發展與共享經濟的崛起，提升人們參與合作消費的意願，並且吸引研究者投入探討。合作消費本應是具有環保意識、利他主義的願景，但過去實徵調查研究卻皆顯示出經濟利益才是參與的動機，且合作消費是由新興經濟現象帶來的消費行為，改變人們過往的消費習慣，影響消費者的生活經驗。依據服務主導邏輯的概念，供給者提出其價值主張、消費者提出其價值訴求，若能相互媒合，即能達成價值共創。因此，本研究以心理模式觀點探索消費者參與合作消費之價值訴求(功能性價值、社會性價值、情感性價值、知識性價值、條件性價值)，並且思考價值訴求與經驗模組(感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗)之關聯，以及經驗模組對參與意圖之影響關係。
本研究以參與過合作消費的經驗者為研究對象進行調查，於MySurvey網路平台進行正式問卷發放，共回收268份有效樣本，並以偏最小平方法進行模型分析。研究結果說明，合作消費情境之心理模式(價值訴求→經驗模組→行為意圖)觀念架構解釋參與者是透過價值訴求的認知影響經驗模組的感受，進而有參與的行為意圖產生。並且，經驗模組的行動體驗乃影響消費者參與合作消費之主因，亦即參與合作消費所觸動到的是改變原有生活型態的行動體驗，而價值訴求之功能性價值、情感性價值、知識性價值、條件性價值皆是影響行動體驗之主因，亦即是參與合作消費的主要價值訴求，而除了參與者與其他社會群體相聯結的社會性價值感受無法被驗證外，其餘四種價值訴求皆能被知覺。

With the development of information and communication technology and the emergence of sharing economy, people have encouraged to participate in collaborative consumption and many researchers have been attracted to explore the related issues. Generally, collaborative consumption should be existed a vision of environmental consciousness and altruism. However, previous empirical studies noted that the factor of economic benefits was mainly motivation to influence people to participate in activities of collaborative consumption. Also, collaborative consumption is a kind of consuming behavior that brings out from a new economic phenomenon to change people’s consuming habit before and to affect the life experience of consumers. According to the concept of service-dominant logic, suppliers make value proposition and consumers make value pursuit, when suppliers and consumers effectively match up together to achieve value co-creation. Therefore, this study constructs a conceptual framework of value pursuit, strategic experiential modules, and behavioral intention to explore consumers’ intention of participating in collaborative consumption through the perspective of mental model. This study also tests the influence relationship between value pursuit (e.g., functional value, social value, emotional value, epistemic value, and conditional value) and strategic experiential modules (e.g., sense experience, feel experience, think experience, act experience, and relate experience), and the impact of strategic experiential modules on behavioral intention.
This study invited 268 vaild participants who have the experience of participating in collaborative consumption to respond the web questionnaire. The web questionnaire was put on the MySurvey website and the collected data was analyzed by partial least squares. The results show that conceptual framework of mental model explains the impact of participants’ cognition of value pursuit on feelings of strategic experiential modules, and then influence on the behavioral intention of participating in the collaborative consumption scenario (value proposition → strategic experiential modules → behavioral intention). Moreover, act experience in strategic experiential modules is the main factor to affect consumers’ participation in collaborative consumption. That is, participating collaboration consumption triggers to change act experience of consumers’ original lifestyle. In addition, functional value, emotional value, epistemic value, and conditional value of value pursuit commonly affect act experience. That is, participants can perceive all of value pursuits of participating in collaborative consumption, except for the feeling of connecting to other social groups, namely social value.

誌謝 i
摘要 ii
Abstract iii
目錄 v
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 4
1.4 研究流程 5
第二章 文獻探討 6
2.1 合作消費 6
2.1.1 共享經濟 6
2.1.2 合作消費 7
2.2 體驗行銷 10
2.2.1 傳統行銷與體驗行銷 10
2.2.2 經驗模組 12
2.3 服務創新 14
2.3.1 服務創新理論的發展 14
2.3.2 服務生態體系 15
2.3.3 服務平台 16
2.3.4 價值共創 19
2.4 心理模式 20
2.4.1 S-O-R模型 20
2.4.2 擴充之環境心理模式 21
2.5 知覺價值 22
2.6 參與意圖 25
第三章 研究方法 26
3.1 研究觀念架構 26
3.2 合作消費參與意圖之研究架構 27
3.3 研究假說 27
3.3.1 經驗模組與參與意圖 28
3.3.2 參與者的價值訴求與經驗模組 29
3.4 研究變數之操作型定義 32
3.5 問卷設計 33
3.6 資料分析工具 35
3.7 前測問卷 36
3.7.1. 前測問卷分析 36
3.7.2. 前測分析 36
3.7.3. 信度分析 37
3.7.4. 效度分析 38
3.7.5. 收斂效度 38
3.7.6. 區別效度 39
3.7.7. 前測問卷回收問題集 40
3.7.8. 題項用詞修正 41
第四章 資料分析 43
4.1 正式問卷收發情況 43
4.2 樣本結構分析 43
4.3 測量模式分析 44
4.3.1. 信度分析 44
4.3.2. 效度分析 46
4.4 結構模式分析 50
4.5 討論 52
4.5.1. 本研究之有效樣本代表性 52
4.5.2. 經驗模組與參與意圖 53
4.5.3. 參與者的價值訴求與經驗模組 53
第五章 結論 58
5.1 研究結論 58
5.2 學術意涵 60
5.3 管理意涵 61
5.4 研究限制與後續研究發展 62
文獻探討 63
中文文獻 63
英文文獻 64
網頁資料 71
附錄一 73

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