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研究生:李宜玲
研究生(外文):LEE, YI-LING
論文名稱:使用者對共享經濟經營模式之接受意圖
論文名稱(外文):User Acceptance Intention for Sharing Economy Business Model
指導教授:吳英隆吳英隆引用關係
指導教授(外文):WU, ING-LONG
口試委員:阮金聲陳昭宏
口試委員(外文):ROAN, JIN-SHENGCHENG, JAO-HONG
口試日期:2017-12-29
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:85
中文關鍵詞:理性行為理論共享經濟接受意圖知覺有用性樂趣信任
外文關鍵詞:TRASharing EconomyAcceptance IntentionPerceived UsefulnessEnjoyTrust
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共享經濟是源自於 1978 年 Felson and Spaeth 所提出,是指把一件物品或服務,透過 P2P 的平台進行交換、分享、租借等。在台灣共享經濟的議題也逐漸開始受到重視,因網路科技的發展迅速,使得符合市場需求之相關共享服務成長迅速,科技經濟的產生重新定義了消費行為與商業模式,並重新建立 B2B 及 B2C 物品與服務間的結構。根據上述,台灣使用者接受此創新科技經濟為未來發展的重要議題之一,因此,本研究將針對台灣使用者對於共享經濟經營模式之接受意圖進行探討。
本研究以理性行為理論為基礎理論,以「知覺有用性」、「網路安全」、「信任」、「永續性」、「經濟利益」、「樂趣」及「同儕影響」等外生變數來探討這些因素透過使用之「態度」及「主觀規範」等中介變數是否會影響使用者對於共享經濟經營模式之接受意圖。研究方法採問卷調查法,將從目前台灣共享經濟使用者的角度,以 Uber 需求方為主要調查對象,以網路發放方式至周遭親朋好友曾使用過 Uber 平台並有搭乘行為者填寫,共回收 173 份問卷。研究結果顯示網路安全及永續性並不會顯著影響使用者之使用態度;知覺有用性、信任、經濟利益、樂趣等外生變數顯著影響使用之態度;同儕影響會顯著影響主觀規範;而在理性行為理論的模型的部分則為全部顯著。在本研究最後針對其研究結果,給予未來研究學術上的建議以及共享經濟經營模式之業者提供實務上的建議。

Shared Economy originated in 1978 by Felson and Spaeth, referring to the exchange, sharing, renting of an item or service through a P2P platform. The issue of sharing economy in Taiwan has also begun to receive more attention because of the rapid development of Internet technology and the rapid growth of related shared services that meet the needs of the market. The economy of science and technology has redefined consumer behavior and business models and re-established B2B and B2C Structure of goods and services. Based on the above, Taiwan users accept this innovative science and technology economy as one of the important topics for future development. Therefore, the objective of this study is to explore the intention of Taiwan users for sharing economic business models. Based on the Theory of Reasoned Action, this study uses exogenous variables such as "perceived usefulness", "network security", "trust", "sustainability", "economic benefits", "enjoy" and "peer influence" To explore whether these factors such as "attitude" and "subjective norms" and other mediator variables will affect the user's intention of sharing the economic business model. The research method is the questionnaire method, from the perspective of sharing economic users in Taiwan, Uber demand side as the main survey object, to provide online questionnaire please relatives and friends to fill in, and have used the Uber platform and ride the Uber. Data for this study were collected from 173 experienced. The results of the study show that network security and sustainability do not significantly affect users' attitudes to use. Perceived variables such as perceived usefulness, trust, economic benefits , fun and other exogenous variables significantly influence attitudes towards use; peer influence significantly affects subjective norms; and The part of the model of TRA is all significant. At the end of this study, we will provide practical suggestions for future research and academic research as well as those who share the economic business model.
ABSTRACT ................................................................................................................................ II
目錄 ............................................................................................................................................ III
表目錄 .......................................................................................................................................... V
圖目錄 ......................................................................................................................................... VI
第一章 緒論 ................................................................................................................................. 4
1.1研究背景與動機 ................................................................................................................ 4
1.2研究目的 ............................................................................................................................ 7
1.3研究流程 ............................................................................................................................ 8
第二章 文獻探討 ......................................................................................................................... 9
2.1共享經濟 ............................................................................................................................ 9
2.1.1共享經濟定義及發展 ................................................................................................. 9
2.1.2共享經濟相關研究 ................................................................................................... 14
2.2理性行為理論 .................................................................................................................. 21
2.2.1 理性行為理論定義 .................................................................................................. 21
2.2.2 理性行為理論應用 .................................................................................................. 24
第三章 研究方法與設計 ........................................................................................................... 26
3.1研究架構 .......................................................................................................................... 26
3.2研究假說 .......................................................................................................................... 27
3.3研究變數定義與衡量 ...................................................................................................... 33
3.3.1知覺有用性 ............................................................................................................... 33
3.3.2網路安全 ................................................................................................................... 34
3.3.3樂趣 ........................................................................................................................... 35
3.3.4信任 ........................................................................................................................... 36
3.3.5永續性 ....................................................................................................................... 37
3.3.6經濟利益 ................................................................................................................... 38
3.3.7態度 ........................................................................................................................... 39
3.3.8同儕影響 ................................................................................................................... 40
3.3.9主觀規範 ................................................................................................................... 41
3.3.10行為意圖 ................................................................................................................. 42
3.4研究設計與工具 .............................................................................................................. 45
3.4.1 問卷設計 .................................................................................................................. 45
3.4.2 研究對象與資料蒐集 .............................................................................................. 46
第四章 研究分析 ....................................................................................................................... 47
4.1 樣本基本資料分析 .......................................................................................................... 47
4.2 敘述性統計分析 .............................................................................................................. 49
4.2信度與效度分析 .............................................................................................................. 51
4.2.1信度分析 ................................................................................................................... 51
4.2.2效度分析 ................................................................................................................... 52
4.3基本假設檢定 .................................................................................................................. 57
4.3.1常態性檢定 ............................................................................................................... 57
4.3.2多元共線性檢定 ....................................................................................................... 58
4.4結構方程模式分析 .......................................................................................................... 59
第五章 研究結論與建議 ........................................................................................................... 63
5.1研究結論 .......................................................................................................................... 63
5.2研究貢獻 .......................................................................................................................... 69
5.2.1學術面 ....................................................................................................................... 69
5.2.2實務面 ....................................................................................................................... 70
5.3研究限制與建議 .............................................................................................................. 71
5.3.1引用量表之語意差異 ............................................................................................... 71
5.3.2資料代表性之影響 ................................................................................................... 71
5.3.3研究變數及對象 ....................................................................................................... 72
參考文獻 ..................................................................................................................................... 73
附錄 正式問卷 ........................................................................................................................... 82

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