臺灣博碩士論文加值系統

科技迅速發展促使了人們生活習慣與思維的改變，加上共享經濟中所實行的「去中介化」機制，讓供給端所擁有的資源能夠透過網際網路快速與需求端進行媒合，不但提供者可將閒置的資源再利用，消費者也可以更有效率的獲取資源，因此越來越多人願意參與共享經濟的活動當中，此亦帶動共享經濟模式快速地向社會扎根。而現實社會中，人類本屬自利的動物，在這股共享經濟的風潮中，除了藉由提供共享的商品與服務所能獲取之金錢利益外，關於越來越多提供者願意提供個人之商品和服務並與其他人共享的動機與意圖，亦是十分值得探討的議題，故本研究將以此為出發點進行深入探討。本研究利用自我決定理論的三種需求滿足（自主、能力、相關）與公平理論中的三項公平感知（分配、程序、互動）來建構本研究的架構，用以了解提供者於Airbnb平台中，內在需求滿足是否會影響其公平的判斷，進而對持續參與意圖產生影響。將電子問卷傳遞給受測者進行填答，以最小平方法（PLS）來進行資料分析，並使用拔靴法（Bootstrapping）來評估因果路徑關係與影響。而本研究結果顯示自主需求滿足會對程序公平產生顯著影響，能力需求滿足會對分配、程序、互動公平產生顯著影響，相關需求滿足會對程序、互動公平產生顯著影響，最終，分配與互動公平的感知會對持續意圖產生正向且顯著的影響。

The rapid development of information technology has led to the changes in people's living habits and thinking. Today, the intermediary mechanism implemented by the sharing economy business model allows people to use the resources owned by others. That is, sharing economy provides a common platform for people to provide idle resources for those needed such resources. In fact, more and more people are willing to participate in the activities of sharing economy, and thus drives the rapid development of sharing economy. However, human beings are self-interest oriented, this raises an interesting question: how can encourage people to participate in sharing economy activities, especially providing their own resources for the strangers.
By integrating the perspectives of self-determination theory and justice theory, this study proposed a theoretical model for identifying the factors determining one’s willingness to provide his/her own resources for others via the sharing economy platform continuously. The model posited that autonomy, competence, relatedness are the factors affecting justice perceptions (distributive justice, procedural justice, interactional justice), which in turn impacts one’s continuance intention for providing resources. Data collected from the Airbnb platform were used to test the proposed model. By using the partial least squares (PLS) method, the results of this study show that autonomy has a significant impact on procedural justice and competence has significant effects on the distributive justice, procedural justice, and interactional justice. The relatedness, on the other hand, exerts a significant influence on procedural justice and interactional justice. Finally, the results show that the distributive justice and interactional justice have positive and significant effects on the continued intention.

目錄 -----------------------------------I
圖目錄 ---------------------------------III
表目錄 ----------------------------------IV
第壹章 緒論----------------------------1
第一節 研究背景-----------------------1
第二節 研究動機-----------------------3
第三節 研究目的----------------------4
第四節 研究範圍與對象 ----------------4
第五節 研究流程----------------------5
第貳章 文獻探討------------------------6
第一節 共享經濟----------------------6
第二節 自我決定理論------------------15
第三節 公平理論---------------------22
第參章 研究設計與方法------------------27
第一節 研究架構---------------------27
第二節 研究假說---------------------28
第三節 操作型定義與衡量--------------33
第四節 問卷設計---------------------34
一、 基本資料---------------------34
二、 自我決定理論-----------------34
三、 公平理論---------------------36
四、 持續參與意圖------------------37
第五節 抽樣方式與抽樣對象------------38
第肆章 資料結果與分析------------------39
第一節 樣本描述性分析---------------39
第二節 模式驗證---------------------42
一、 測量模式---------------------42
(一) 信度分析--------------------42
(二) 效度分析--------------------43
二、 假說驗證---------------------44
(一) 結構模型分析----------------44
第伍章 結論與建議---------------------47
第一節 研究結論---------------------47
第二節 研究貢獻---------------------49
一、 理論意涵---------------------49
二、 實務意涵---------------------50
第三節 研究限制與研究建議------------51
參考文獻--------------------------------52

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