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研究生:尤念筠
研究生(外文):Nien-Yun Yu
論文名稱:信任傾向與參與Airbnb意圖:探討對平台之信任、對房東之信任及知覺風險之中介
論文名稱(外文):Disposition to trust and intention to participate in Airbnb: Mediated by trust in platform, trust in provider, and perceived risk
指導教授:杜秉叡杜秉叡引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
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:64
中文關鍵詞:共享經濟信任傾向Airbnb知覺風險參與意圖
外文關鍵詞:Sharing EconomyDisposition to trustAirbnbPerceived RiskIntention to participate
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過去許多研究指出信任在共享經濟中扮演重要的角色,但較少有學者提出究竟是什麼樣的信任影響使用者參與平台之意圖。本研究修改Mittendorf (2016)提出的模型,納入個人信任的前因「信任傾向」,將信任分成對平台之信任與對房東之信任,並探討知覺風險是否會中介信任與使用者參與Airbnb的意圖。透過網路回收有效問卷330份,以SmartPLS統計軟體進行分析,結果顯示:(1)信任傾向與對平台之信任以及對房東之信任呈現顯著正向相關、(2)對平台之信任、與對房東之信任呈現顯著正向相關、(3)對平台之信任與參與Airbnb意圖呈現顯著正向相關、(4)知覺風險中介對平台之信任與參與Airbnb意圖。
Although prior research had shown the important role of trust in sharing economy, it was rarely explored further. Based on the model proposed by Mittendorf (2016), the present study included an antecedent of trust: disposition to trust, separated trust into trust in the platform and trust in the provider, and explored the mediation of perceived risk between trust and intention to participate in Airbnb. Using the Internet to collect data, 330 valid questionnaires were retained and analyzed using SmartPLS. Results showed: (1) disposition to trust is positively related to trust in the platform and trust in the provider, (2) trust in the platform is positively related to trust in the provider, (3) trust in the platform is positively related to intention to participate in Airbnb, and (4) perceived risk mediates between trust in the platform and intention to participation in Airbnb.
目錄
摘要 vi
Abstract vii
誌謝 viii
目錄 ix
圖目錄 xii
表目錄 xiii
第一章 緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 4
第二章 文獻探討 6
2-1 共享經濟 (Sharing Economy) 6
2-2 信任傾向(Disposition to Trust) 8
2-3 信任(Trust) 9
2-4 知覺風險 (Perceived Risk) 12
第三章 研究方法 16
3-1 研究架構 16
3-2 研究樣本 17
3-3 研究工具 17
3-4 研究步驟 18
第四章 研究結果 22
4-1 樣本描述性統計 22
4-2 量表描述性統計 23
4-3 信度分析 24
4-4 效度分析 25
4-4-1 因素負荷量 (factor loading) 25
4-4-2 平均變異萃取量(AVE) 27
4-4-3 區別效度 27
4-5 結構模型結果評估 29
4-5-1 決定係數R2 29
4-5-2 預測相關性 Q2 29
4-5-3 效果值評估f2 30
4-5-4 路徑係數 30
4-6 中介效果 32
4-6-1 Sobel檢驗 32
4-6-2 解釋變異比例(Variance Accounted For, VAF) 32
第五章 討論與建議 36
5-1 研究討論 36
5-2 管理意涵 38
5-3 研究限制與未來建議 39
5-4 研究結論 40
參考文獻 42
附錄:研究問卷 48
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