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博碩士論文 etd-0619117-045022 詳細資訊
Title page for etd-0619117-045022
論文名稱
Title
探討共享型經濟商業模式之購買與再購因素-以Uber為例
Factors of purchase and repurchase intentions in the sharing economy business model: A case study of Uber in Taiwan
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
87
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2017-06-21
繳交日期
Date of Submission
2017-07-20
關鍵字
Keywords
共享經濟、行為態度、行為意圖、滿意度、忠誠度、再購買意圖
sharing economy, attitude, behavioral intention, satisfaction, loyalty, repurchase intention
統計
Statistics
本論文已被瀏覽 5747 次,被下載 94
The thesis/dissertation has been browsed 5747 times, has been downloaded 94 times.
中文摘要
共享經濟(Sharing Economy)概念近年在全球崛起,帶動了許多破壞性創新的商業平台生成如Uber、Airbnb等,共享經濟提供消費者沒有所有權的產品優勢,為公司或是個人提供收入和增長潛力,且在科技日新月異的進步之下,也越來越多消費者願意接納此種可行的產品所有權替代的商業模式,然而隨著共享平台使用者不斷增加,其型態特殊的商業模式也不斷受到負面事件挑戰,因此共享平台除了要滿足消費者來自信任、經濟利益、樂趣以及永續性的使用因素外,能夠降低其負面事件才能夠使平台之再購買意願提升。

  本研究的主要研究對象分為二,包含未使用過Uber以及曾經使用Uber叫車系統的消費者,了解其對於共享平台之購買與再購買意圖。並透過相關分析、簡單迴歸分析、多元迴歸分析以及單因子變異數分析等方法探討信任、經濟利益、樂趣以及永續性對於共享經濟行為態度和行為意圖之關係,在最後則是針對使用過Uber的消費者透過滿意度、忠誠度以及接受負面事件資訊後的再購買意圖探討其行為。

  研究結果發現信任、經濟利益、樂趣以及永續性對於共享行為態度皆為正向影響,其中又以永續性為重要考量,共享行為態度也能夠正向影響行為意圖。在使用過共享平台的使用者其滿意度對忠誠度有正向影響,忠誠度能夠對再購買意圖有正向影響,但是使用者在對於表現面(侵犯)相關負面事件的再購買意圖是有所疑慮的。
Abstract
The concept of Sharing Economy has been growing up all over the world in the past few years. It brings out some disruptively innovative commercial platforms, such as Uber, Airbnb, etc. Sharing Economy offers the customers the advantage of not having the ownership, and increases not only the income but also the potential for the company or the individual. Moreover, with the developing technology, more and more customers are willing to accept the mode of alternative ownership. Because the number of customers is increasing, this kind of special sharing platforms is continuously challenged by negative events. Therefore, this kind of platforms has to face the expectations of customers, which including the issues of trust, economic benefit, enjoyment and the sustainability, and also it has to avoid the negative events to increase the customers’ repurchase intention.

The subjects of this research are divided into two parts, including the customers who have never used Uber and also the customers who have used Uber app. In order to understand the purchase and the repurchase intention on the sharing platform of both, and through correlation analysis, simple regression analysis, multiple regression analysis and one-way ANOVA to discuss how trust, economic benefit, enjoyment and the sustainability influence the relationship between the attitude of economy behavior and the behavioral intention. This research focuses on the satisfaction, the loyalty of customers and also how the customers’ repurchase intention change after knowing the negative events.

The results of research show trust, economic benefit, enjoyment and the sustainability all make positive influences on the attitude of sharing behavior. Sustainability in particular is the most important concern. The attitude of sharing behavior positively influences the behavioral intention. Among the customers who have used Uber, satisfaction affects the loyalty in a positive way, and loyalty positively affects the repurchase intention. However, the repurchase intention becomes questionable because of the negative events.
目次 Table of Contents
論文審定書 i
摘要   ii
Abstract   iii
目錄   iv
表目錄   vi
圖目錄   vii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究問題與目的 5
第二章 文獻回顧 7
第一節 共享經濟 7
第二節 信任 12
第三節 顧客滿意度指數模型 14
第四節 再購買意圖 18
第五節 案例-Uber發展及概況 19
第三章 研究方法 24
第一節 研究架構與假設 24
第二節 研究假說 25
第三節 問卷設計及資料蒐集 31
第四節 預試結果 37
第四章 資料分析結果 43
第一節 資料蒐集及分析方法 43
第二節 樣本資料分析 44
第三節 敘述統計分析 46
第四節 相關分析 52
第五節 迴歸分析 53
第六節 單因子變異數分析 60
第五章 結論 62
第一節 研究發現 62
第二節 管理與政策意涵 66
第三節 研究限制 68
參考文獻 70
參考文獻 References
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