羊群效應一定是不好的嗎?以Uber協同消費為例;Is the Herd Behavior Totally Negative? A Study of Uber Collaborative Consumption

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Title:	羊群效應一定是不好的嗎?以Uber協同消費為例;Is the Herd Behavior Totally Negative? A Study of Uber Collaborative Consumption
Authors:	黃伃君;Huang, Yu-Jun
Contributors:	企業管理學系
Keywords:	羊群效應;持續使用意圖;知覺價值;期望失驗理論;協同消費;Herd Behavior;Continuance Intention;Perceived Value;Expectation Confirmation Theory;Collaborative Consumption
Date:	2019-06-18
Issue Date:	2019-09-03 14:40:07 (UTC+8)
Publisher:	國立中央大學
Abstract:	羊群效應是一種跟從大眾的行為，從亞馬遜的Kindle到Apple的iPod、iPhone和iPad等網路技術的科技接受行為，人們似乎跟隨著趨勢產生一窩蜂現象。然而羊群效應可能帶來利與弊，藉由跟隨多數人的行為消費者可以減少決策成本，但許多案例顯示消費者可能因盲目跟隨導致購後不滿意。近幾年羊群效應經常被用以探討消費者科技接受行為，協同消費的發展主要歸功於科技進步，其中Uber是全球知名的汽車協同消費，具有簡單的目的和設計並與人們生活息息相關。因此從日常中消費者更容易進行觀察並跟隨他人的行為。為了深入了解羊群效應對消費者持續使用意圖的影響，本研究整合知覺價值和負向期望失驗與作為中介變數，並進一步探討兩者如何影響消費者持續使用意圖。本研究以參與Uber協同消費經驗者為調查對象，共計回收有效樣本421份。經結構方程模式分析進行驗證假說，結果顯示模仿他人是形成羊群行為的關鍵因素，並會顯著影響經濟報酬、知覺享受與負向期望失驗，而享受與經濟報酬分別對持續使用意圖產生正向與負向顯著影響。此外，負向期望失驗會負向影響滿意度，而滿意度進一步對正向顯著影響持續使用意圖。最後，本研究根據分析結果提出未來研究建議。;Herd behavior refers to the phenomenon that everyone does what everyone else is doing. From Amazon’s Kindle, to Apple’s iPod, iPhone, and iPad, to various types of Web 2.0 technologies―appears to have technology adoption patterns similar to those of new fashion trends. However, herd behavior seems to bring advantages and disadvantages. Consumers follow the others’ decisions can reduce the decision-making costs, but many cases show consumers will feel dissatisfied after imitating others to purchase goods or services. The development of collaborative consumption is mainly owing to technological progress, which can be regarded as a technology-based economy. Uber is a well-known car-sharing. It′s closely related to people′s daily life and a simple design. Therefore, it is easier to observe others in daily life, and people are likely to imitate each other. This study develops an explanatory model to explain how the herd behavior affects consumer continuance intention through negative disconfirmation and perceived value.This study collected 421 effective samples through internet questionnaires. Structural Equation Modeling (SEM) is applied to test the hypotheses of this study. The empirical results indicate the following points. First, in the herd behavior theory, imitating others has significant influence. Second, imitating others has significant effect on economic benefit, enjoyment and negative disconfirmation, but economic benefit has significant negative effect on continuance intention. Third, negative disconfirmation has significant negative effect on satisfaction, which has significant negative effect on continuance intention. Finally, this study proposes future research recommendations based on the analysis results.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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