電動機車共享服務之行為意向與關鍵因素間的交互影響關係—以台北市地區為例

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題名:	電動機車共享服務之行為意向與關鍵因素間的交互影響關係—以台北市地區為例
作者:	方宣又;Fang, Hsuan-Yu
貢獻者:	土木工程學系
關鍵詞:	電動機車共享服務;共享經濟;計劃行為理論;科技接受模式;偏最小平方結構方程模式;異質性分析;Sharing electric scooter service;sharing economy;theory of planned behavior (TPB);technology acceptance model(TAM);partial least squares structural equation modeling;heterogeneity analysis
日期:	2020-08-19
上傳時間:	2020-09-02 14:36:10 (UTC+8)
出版者:	國立中央大學
摘要:	電動機車共享服務是「電動機車」與「共享經濟」概念的結合，其特色在於無固定式站點(甲地租賃乙地歸還)，且利用第一哩路及最後一哩路的概念來達到「人本交通、與民同行」的願景目標。本文是結合了情境式問卷進行簡單隨機抽樣，於台北市地區蒐集424個有效樣本，並以計劃行為理論(theory of planned behavior, TPB)及科技接受模式(technology acceptance model, TAM)為基礎並加入環境意識及節約成本兩個構面，設計本研究之理論框架，並利用偏最小平方結構方程模式(partial least squares structural equation modeling, PLS-SEM)來檢驗關鍵因素間的路徑顯著性，以調查使用電動機車共享服務各因素間的交互影響關係。本研究內容包括：(1)計劃行為理論及科技接受模式的因子以及其他關鍵因素(例如：環境意識及節約成本)是否會影響行為意向。實證結果顯示，各路徑之直接與間接效果皆呈現顯著性影響；(2)異質性分析利用多群組分析(partial least squares multi-group analysis, PLS-MGA)發現性別及用戶類型存在部分路徑的調節效果，亦即可觀測異質性 (性別及用戶類型不同群體間)呈現顯著效果；另外不可觀測異質性分析透過PLS-POS找出樣本存有兩個潛在類別，即「先驅者」與「晚期大眾」，不可觀測異質性也呈現顯著效果。最後針對分析結果探討電動機車共享服務的管理意涵策略，並提出結論與建議。 ;Sharing electric scooter service is the combination of " electric vehicle " and "sharing economy", the corresponding characteristics include two main categories: (1)dockless sites (pick up in A and return in B), (2) using the concept of the last mile and the first mile , to achieve the gaol of " human oriented traffic, moving forward hand in hand ". The research applied simple random sampling by using scenario-based questionnaire with the framework is constructed mainly based on theory of planned behavior (TPB), technology acceptance model (TAM), and the additional factor called environmental awareness and cost saving. The research framework is then analyzed with (1) partial least squares structural equation modeling (PLS-SEM) for exploring path relationships of influential factors of sharing electric scooter, (2) partial least squares multi-group analysis (PLS-MGA) for elaborating observed heterogeneity, like gender and user types. This study looks forward to: (1) Whether or not the factors of TPB and TAM affects the behavioral intention. (2) Whether or not other factors such as environmental awareness and cost saving will affect behavioral intentions. (3) In the heterogeneity analysis results, there was a partial adjustment of the effect of the gender and users type, and two potential categories were found by PLS-POS. To conduct the empirical study, we collected a sample of 424 respondents from both users and nonusers for sharing electric scooter service in Taipei. The result shows that all factors of the TPB and TAM have significant influence on behavioral intention of using sharing electric scooter, and there exist heterogeneity between different groups (gender and user types). In the end of the research, management implications for future research are given.
顯示於類別:	[土木工程研究所] 博碩士論文

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