本研究以協同消費經驗者為調查對象，共計回收有效樣本889份。經結構方程模式分析進行驗證假說，結果顯示信任與互惠員則會直接影響獲得與分享意圖，但是嚴格的信任機制會降低分享意圖。人們較傾向分享意圖，故社會支持則會直接影響分享意圖，但是與獲得意圖不具顯著關係。最後，本研究根據分析結果提出未來研究建議。;Sharing economy is the economic exchange system of reallocating resources. People could join collaborative consumption on Internet by peer-to-peer, such as second-hand transactions, lease, rent, barter, to obtain goods or services from others. Peer-to-peer, and substantially cost reduction in flexible network environment make people not reject the collaborative consumption anymore, in other words, technological advance is an important factor to promote development and growth of sharing economy. The sharing platform’s providers have reliable ability to prevent members from speculative transaction, and people try to build and maintain stable exchange relationship, and the goods or services after transaction meet the specific needs that would lead to participating intention. This research integrates social exchange theory and social support theory to understand whether trust, norm of reciprocity, and social support would affect adoption of the sharing economy, it increases participation intention further.
Collaborative consumption is a bidirectional exchange behavior, meanings of every member of the sharing community just not only provide resources to others, but also get the access to ownership from others by transaction. If the sharing community establish the equal and friendly exchange cycle, members who get good experience in places will create participating intention, willing to continuously join the sharing community, and introduce potential participants to participate in. Therefore, this research use intention to get and intention to offer respectively to realize whether two kinds of behavior intention affect community loyalty.
The target respondents in this research are the people who have collaborative consumption experience on virtual community. 899 effective surveys were collected. After the analysis, the results show that trust and norm of reciprocity will directly affect intention to get and intention to offer. In particular, trust has a positive effect on perceived complexity, and negatively affect intention to offer. Second, According to relationship between norm of reciprocity and participating intention, the result found people are willing to share than receive. Third, social support will directly affect intention to offer, but not affect intention to get. In conclude, based on the result of analysis, this research provide suggestions for future research.