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論文名稱:引進共享經濟進入新市場的契機: 了解泰國消費者對共乘的行為與動機
論文名稱(外文):Introduce Sharing Economy Service into a New Market: Understand Thai User Behaviors and Motivations for Carpooling
指導教授(外文):TSAI, YAO-TE
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Transportation has contributed to human life because it facilitates trade, exchange, and travel. However, transportation also has some disadvantages such as high emissions, poor air quality, extraordinary fossil fuel dependency, great traffic volume, and heavy congestion. Carpooling, the innovative transportation sharing economy, is created to benefit the economy, environment, and society in order to ease the negative impacts of the current transportation system. Therefore, this research aims to explore the key factors that may drive the consumer’s intention to use carpooling services in Thailand. Regarding the theoretical framework, this study applied Social Exchange Theory (SET) and Self-Determination Theory (SDT). The data of a total of 319 valid respondents were collected. The data were analyzed using Partial Least Square Structural Equation Modelling (PLS-SEM) analysis. The results demonstrate sustainability, enjoyment and economic benefit are the key motivational factors while perceived risk has no impact to intention to use carpooling. Moreover, there is a high possibility that consumers tend to use carpooling.
摘要 II
1.1 Research Background 1
1.2 Research Objectives 3
1.3 Contribution of Study 4
1.4 Research Structure 5
2.1 Carpooling in Sharing Economy 6
2.2 Related Research 7
2.3 Theoretical Framework and Hypothesis 8
3.1 Research Design 16
3.2 Data Collection Procedure 16
3.3 Data Analysis 17
3.4 Measures 17
3.5 Sample 18
4.1 Validity and Reliability 20
4.2 Descriptive Data 23
4.3 Hypotheses Testing 24
5.1 Conclusion 29
5.2 Implication 30
5.3 Limitation and Future Research 32

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