協同消費平台之再參與意願研究

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姓名

陳奕錡(Yi-Chi Chen) 查詢紙本館藏

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企業管理學系

論文名稱

協同消費平台之再參與意願研究
(The Intention of User Re-participation in Collaborative Consumption Platform)

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摘要(中)

近年來協同消費平台，這種透過網路技術以點對點方式連結他人來進行交易，使他人獲得閒置商品或服務的使用權，並使資源重新分配的模式，已經逐漸形成一種新興趨勢。為了深入了解協同消費平台參與者個人的再參與動機與意圖，本研究整合了社會交換理論與平台設計面要素，做為正向影響協同消費平台參與者形成口碑行銷與回購意圖的前置要素，並以持續承諾和情感承諾為中介要素。

本研究以有參與過協同消費平台經驗者做為調查對象，回收有效問卷為367份，經結構方程式分析。結果顯示，功利面動機中，除了經濟利益對情感承諾不顯著外其它對兩承諾皆有顯著影響；網絡面動機中，交易聯繫對情感承諾有顯著影響；平台設計面動機中，網站便利性對兩承諾皆有顯著影響；最後，持續承諾必須透過口碑行銷才會影響回購意圖。

摘要(英)

In recent years, collaborative consumption platforms have gradually formed a new trend, which connects P2P to trade through the Internet. Not only does this enable others to obtain the right to use surplus goods or services, but also to reallocate resources. In order to gain a deeper understanding of the motivations and intentions of the participants in collaborative consumption platforms, this study integrates the elements of social exchange theory and platform design. Setting them as pre-elements to regard as positive impacts to the formation of word of mouth marketing and repurchase intentions. As well as using continuous commitment and emotional commitment as intermediary factors.
The target respondents in this research are the people who have collaborative consumption experiences in the virtual community. A total of 367 valid responses were collected and analyzed through structural equations, SPSS22 and AMOS21. The results have revealed, in a utilitarian perspective, economic benefits appear less significant in affective commitment as comparison to continuous commitment. In the aspect of network, businesses tie is a significant influence to affective commitment. In terms of platform design, website convenience is a great indicator of both continuous commitment and affective commitment. What’s more, continuous commitment can only be affected by word of mouth marketing to stimulate repurchasing intentions.

關鍵字(中)

★ 共享經濟
★ 協同消費
★ 社會交換理論
★ 平台設計
★ 承諾
★ 口碑行銷
★ 回購意圖

關鍵字(英)

★ sharing economy
★ collaborative consumption
★ social exchange theory
★ platform design
★ commitment
★ word of mouth
★ repurchase intention

論文目次

誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章緒論 1
第一節研究背景與動機 1
第二節第二節研究目的 4
第三節研究流程 5
第二章文獻探討 6
第一節共享經濟下的協同消費 6
第二節社會交換理論 10
第三節協同消費平台設計 14
第四節承諾 16
第三章研究架構與研究設計 19
第一節研究架構 19
第二節研究假設 20
第三節研究變數操作型定義及問項設計 26
第四節研究對象與資料蒐集 30
第五節資料分析方法 31
一、樣本敘述性統計分析 31
二、信度檢定 31
三、效度分析 32
四、假設檢驗 33
第四章資料分析與與研究結果驗證 36
第一節敘述性統計資料分析 36
第二節研究構面敘述性統計 38
第三節測量模型之信效度分析 40
一．信度分析 40
二．效度分析 41
三．區別效度 44
第四節結構模型之路徑分析 45
一·研究結構模型之配適度檢定 45
二·路徑分析結果 46
第五章結論與建議 51
第一節研究討論 51
一．社會交換理論功利面動機之顯著影響 51
二．社會交換理論網絡面動機之顯著影響 53
三．平台設計面動機之顯著影響 54
四．持續承諾與情感承諾之顯著影響 54
五．口碑行銷與回購意圖之顯著影響 55
第二節研究意涵 56
一．理論面 56
二．實務面 57
第三節研究限制與建議 59
參考文獻 60
附錄一問卷 68

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2017-6-29

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