探討共享經濟下信任安全隱私對於共乘意圖之影響

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姓名

賴泰翰(Lai-Tai Han) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討共享經濟下信任安全隱私對於共乘意圖之影響
(A study on the Influence of Trust, Security and Privacy on Carpooling Intention in the Sharing Economy)

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至系統瀏覽論文 ( 永不開放)

摘要(中)

近年來共享經濟成為時下最熱門的話題，從許多生活中的例子可以得知，例如：出門不用自己開車，打開手機App就可以叫Uber司機載你到任何目的地；旅遊時不必再煩惱住宿太貴的問題，只要到Airbnb的平台上就可以找到許多便宜又舒適的房間。而「共乘」雖已不是新的概念，但受益於共享經濟的火紅程度，使得有越來越多的人願意從事共乘，也有越來越多的媒合平台產生，來解決這樣的需求。
在網際網路與手持行動載具的普及下，仍有許多隱憂值得注意與討論，已有許多的文獻及書籍曾探討相關主題中，認為信任及隱私是決定共享經濟能否成功的關鍵因素。因此，本研究旨在探討共享經濟下，使用者對於信任、隱私的認知程度，進而評估其共乘之意願。
研究結果發現，知覺信任會對於共乘的行為意圖產生正向且顯著之影響，且知覺安全、滿意度兩者也皆會對知覺信任產生正向且顯著的影響，而知覺隱私與聲譽則無法被實證對於知覺信任有正向且顯著之影響；因此可知個人在共乘時最注重知覺信任、知覺安全以及滿意度這三項變數，所以認為知覺隱私以及聲譽並非個人在共乘時主要的考量因素。

摘要(英)

In recent years, sharing economy has become the most popular topic. People can go out without driving their own cars, open the phone App can call the Uber driver to take you to anywhere. People who traveling do not have to worry about staying too expensive, when they use the Airbnb platform, they can find many cheap and comfortable rooms. ‘Carpool’ is not a new concept, but it benefits from the sharing economy, making more and more people willing to engage in carpooling. There are more and more platforms to solve these needs.
In the popularity of Internet and handheld mobile device, there are still many worries worthy of attention and discussion, there are many literature have been discussed in the relevant topics, that trust and privacy is to determine the success of the economy can be a key factor in the success. Therefore, this study aims to explore sharing economy, the user for the trust, privacy awareness, and then assess its willingness to share.
The results show that the perceived trust will have a positive and significant effect on the behavioral intention of carpooling. Both the perceived safety and the satisfaction will have a positive and significant effect on the perceived trust. The perceived privacy and reputation cannot be proved that the positive and significant effect on the perceptual trust. It is known that the individual is most concerned about the three variables of perceived trust, perceived safety and satisfaction, so that the perceived privacy and reputation are not the main considerations factor.

關鍵字(中)

★ 共享經濟
★ 共乘
★ 信任
★ 隱私
★ 安全
★ 科技接受模型

關鍵字(英)

★ Sharing Economy
★ Carpool
★ Trust
★ Privacy
★ Security
★ TAM

論文目次

論文摘要 iv
Abstract v
誌謝辭 vi
目錄 vii
圖目錄 ix
表目錄 x
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章文獻探討 7
2.1 共乘的發展與歷史 7
2.2 信任與隱私 10
2.3 信任影響科技接受模型的演變 13
2.4 影響從事共乘行為之因素探討 18
第三章研究方法 20
3.1研究架構 20
3.2 研究假說 21
3.3 變數的定義與衡量 23
3.4 研究設計 27
第四章資料分析 30
4.1 資料分析方法與工具 30
4.2 研究前測分析 31
4.3 研究正式問卷分析 39
4.4 結構方程式模型分析 49
第五章結論 55
5.1 研究發現與結論 55
5.2 研究貢獻 57
5.3 研究限制 59
5.4 研究建議 60
參考文獻 62
附錄一前測問卷 65
附錄二正式問卷 70

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指導教授

粟四維(Wesley Shu)

審核日期

2017-6-20

推文