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研究生:林立杰
研究生(外文):Li-JieLin
論文名稱:消費者對新形態共享服務之抗拒行為:以共享機車服務為例
論文名稱(外文):Consumers’ Resistance Behavior Toward New Sharing Service: A Case of Scooter-sharing Service
指導教授:賴孟寬賴孟寬引用關係
指導教授(外文):Meng-Kuan Lai
學位類別:碩士
校院名稱:國立成功大學
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:2020
畢業學年度:108
語文別:英文
論文頁數:121
中文關鍵詞:創新抵制理論信任共享經濟共享機車
外文關鍵詞:Innovation Resistance Theorytrustsharing economyscooter sharing
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過去幾年來,共享經濟已經在全球成為一種熱門的商業模式,然而還是有許多人不曾使用過共享服務。因此,此項研究採用Ram and Sheth (1989) 所提出的創新抵制理論來探討為什麼消費者抗拒採用共享服務的原因。台灣是世界上機車密度最高的國家,因此,台灣的消費者是否能夠接納共享的交通服務(特別是共享機車服務)的這個問題是非常值得探討的,我們選擇WeMo Scooter 和Lockists作為共享機車服務的代表,並討論B2C和C2C共享平台在我們的研究中是否存在不同的結果。此外,過去許多研究表明,信任在共享經濟當中扮演著重要的角色 (Botsman & Rogers, 2010b; Hawlitschek et al., 2016)。因此,我們也將信任納入我們的研究模型當中,並討論信任對抗拒行為的影響。
本研究採用問卷調查蒐集的資料來分析並檢驗我們的假設,在共享經濟當中從業的行銷人員可以藉此研究的結果來制定對消費者有效溝通的行銷策略,而我們總共蒐集了839份有效問卷,研究結果如下所述:
1. 價值障礙、風險障礙和傳統障礙皆對消費者在共享服務的抗拒行為上有正向的影響。然而,使用障礙和印象障礙對其並沒有顯著的影響。
2. 信任對於消費者在共享服務的抗拒行為上有負向的影響。
3. 信任與風險障礙的交互作用對消費者在共享服務的抗拒行為上沒有顯著的影響。
In the past few years, the sharing economy has become a popular business model in the world. However, there still have many people have not used sharing services. Therefore, this study uses Innovation Resistance Theory proposed by Ram and Sheth (1989) to explore why consumers resist adopting sharing services. In Taiwan, we have the highest density of scooters in the world. It is worth discussing whether Taiwanese people can accept transportation-sharing service, especially in scooter-sharing service. We choose WeMo Scooter and Lockists as our representatives of the scooter-sharing service and also to discuss whether there are different results between the B2C and C2C sharing platforms in our study. Moreover, much research said that trust plays an important role in sharing economy (Botsman & Rogers, 2010b; Hawlitschek, Teubner, & Weinhardt, 2016). Thus, we also discuss the influence of trust in our research model.
This study uses survey research to examine our hypotheses. We totally collected 839 valid questionnaires, and the research results are concluded as follows. First, Value barrier, risk barrier, and tradition barrier have a positive influence on consumers’ resistance behavior to adopt the sharing service. However, usage barrier and image barrier do not have a significant influences on it. Second, trust has a negative influence on consumers’ resistance behavior to adopt the sharing service. Last, Trust has no interacting effect on the relationship between risk barrier and consumers’ resistance behavior to adopt the sharing service in this study. Marketers work in the company of sharing service can use the findings from this study for their marketing strategy.
CHAPTER Ⅰ INTRODUCTION 1
Research Background 1
Research Gap and Contribution 3
CHAPTER Ⅱ LITERATURE REVIEW 6
Sharing economy 6
Innovation Resistance Theory 8
Trust 17
CHAPTER Ⅲ METHOLOGY 21
Research Design 21
Research Material 21
Independent Variable 25
Dependent Variable 28
Pretest 33
CHAPTER Ⅳ RESULTS AND DISCUSSIONS 47
Data handling 47
Data coding 48
Validity and Reliability 52
Confirmatory factor analysis 59
Hypothesis testing 61
Multi-group analysis 69
CHAPTER V CONCLUSIONS AND SUGGESTIONS 72
Conclusions 72
Empirically tested model 75
Academic contributions 76
Managerial implications 78
Limitations and suggestions for future research 80
References 82
Appendix A The Prestest Questionnaire 90
Appendix B The Formal Questionnaire 109
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