隨著資訊與通訊科技發展進步加上移動設備的兼容性，顧客可透過共享汽車服務獲得汽車的短期擁有權。然而，顧客不當行為也逐漸出現，短期擁有權與平台操作的特性固然能使顧客獲得交通便利性，卻也容易在其他人不在場的情況下發生顧客不當行為。本研究將心理擁有感與平台中介作為共享汽車之使用感受與情境，以中立化理論為基礎觀察顧客不當行為意圖。最後，加入知覺行為控制作為中立化理論與顧客不當行為意圖間的調節變數，以探討對顧客不當行為意圖的影響。 本研究採用問卷調查法，共計回收有效問卷 505份，以線性結構方程式進行研究假說之分析。本研究經由實證分析結果發現，否認責任與必要之惡存在中介效果。且在平台中介之消費環境下，必要之惡具有最強烈的中介效果，代表顧客在使用平台時，可以認為自身不當行為是必要且無法避免的為由掩飾不當行為意圖。此外，功過相抵不具有中介效果，不影響顧客不當意圖。另一方面，知覺行為控制具有顯著的調節效果。本研究的研究結果能夠提供學術與企業對於共享汽車之策略方向與建議。;With the advancement of information and communication technology and the compatibility of mobile devices, customers can obtain short-term ownership of cars through the car sharing services. However, customer misbehavior is also appearing gradually. Although the characteristics of short-term ownership and platform operation can provide customers with convenient transportation, it is also easy for customer conducting misbehavior in the absence place. This study uses Psychological Ownership and Platform Mediation as the user experience and context of the shared car, and observes customer misbehavior intention based on Neutralization Theory. Finally, this study uses perceived behavioral control as a moderator between Neutralization Theory and customer misbehavior intention to explore the impact on customer misbehavior intention.
The research model was tested with data collected from 505 potential users, and using structural equation modeling (SEM) to validate the causal relationship between variables. The results of this study were summarized as follows. Denial of responsibility and Defense of necessity in Neutralization Theory have mediating effect. Denial of responsibility and Defense of necessity in Neutralization Theory have mediating effect. Defense of necessity has the strongest mediating effect, which means that when customers use the platform, they can think that their own misconduct is necessary and unavoidable. In addition, Metaphor of the ledger has no mediating effect and does not affect customer misbehavior intention. On the other hand, perceived behavioral control has a significant moderation effect. The results of this study could provide a reference on academic and practical aspects.
