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研究生:文雅
研究生(外文):RATTIYA BOONPRAKOB
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:蔡耀德蔡耀德引用關係
指導教授(外文):TSAI, YAO-TE
口試委員:林呈昱翁紹仁
口試委員(外文):CHEN-YU LINSHAO-JEN WENG
口試日期:2020-06-23
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:53
中文關鍵詞:共乘
外文關鍵詞:Carpooling
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運輸帶給人類許多幫助,包含促進交易、交換以及旅行。然而也帶來了諸多的負面影響如污染排放物、高度的原油依賴性以及交通堵塞。共乘作為一新形態的交通模式,為運輸共享經濟的一環,便是為了降低固有交通運輸系統的負面影響以及幫助經濟,環境以及社會等構面。因此本研究之主旨為探討影響泰國消費者使用共乘服務的動機。本研究之架構採用兩種理論,其一為社會交換理論,另一個理論為自我決定論。本研究回收319份完整問卷,並使用PLS-SEM來分析結果,結果顯示感知風險並不會使用意向有所影響,永續性、享受與經濟效益會影響到感知價值,而感知價值將會影響使用意圖。本研究將提供未來想導入共乘服務的業者建議。
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.
ACKNOWLEDGMENTS I
摘要 II
ABSTRACT III
CONTENTS IV
LISTS OF TABLE IV
LIST OF FIGURES VI
CHAPTER I INTRODUCTION 1
1.1 Research Background 1
1.2 Research Objectives 3
1.3 Contribution of Study 4
1.4 Research Structure 5
CHAPTER II LITERATURE REVIEW 6
2.1 Carpooling in Sharing Economy 6
2.2 Related Research 7
2.3 Theoretical Framework and Hypothesis 8
CHAPTER III METHODOLOGY 16
3.1 Research Design 16
3.2 Data Collection Procedure 16
3.3 Data Analysis 17
3.4 Measures 17
3.5 Sample 18
CHAPTER IV RESEARCH RESULTS AND ANALYSIS 20
4.1 Validity and Reliability 20
4.2 Descriptive Data 23
4.3 Hypotheses Testing 24
CHAPTER V CONCLUSION AND RECOMMENDATION 29
5.1 Conclusion 29
5.2 Implication 30
5.3 Limitation and Future Research 32
REFERENCES 33
APPENDIX 47


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