探索影響共享電動滑板車消費意願之內在機制— 以中介效應為觀點

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周妤珊(CHOU YU SHAN) 查詢紙本館藏

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探索影響共享電動滑板車消費意願之內在機制— 以中介效應為觀點

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至系統瀏覽論文 (2027-1-20以後開放)

摘要(中)

共享經濟的商業模式是透過共享平台分享閒置資源。台灣有高人口密度與電力網絡覆蓋，有發展共享電動滑板車之潛力。近年來不論是碳中和或永續發展目標，皆有助於民眾的環保態度，即個人對環境事物關心的程度。然而目前法令限制電動滑板車無法於道路上使用，此不確定性使消費者對於共享電動滑板車具有風險感知。本研究主張這兩者皆會影響消費者的知覺價值，也就是對於購買產品或服務整體效用之評估，進而影響消費者對共享電動滑板車消費意願。透過陽明交大校園與社群媒體發放網路問卷，共回收220份有效問卷，使用SPSS與AMOS進行統計與結構方程模型分析。結果顯示：環保態度及知覺價值與共享電動滑板車消費意願呈顯著正向相關，風險感知與共享電動滑板車知覺價值、消費意願呈顯著負向相關。知覺價值與共享電動滑板車消費意願具有顯著正向相關。
關鍵字：共享電動滑板車、環保態度、風險感知、知覺價值、消費意願

摘要(英)

In the sharing economy, commercial models utilize platforms to share idle resources. In Taiwan, with high population density and power grid coverage, there is good potential to develop sharing services of e-scooters. In recent years, zero carbon emissions and sustainable development goals have raised consumer’s environmental attitudes. However, as existing laws in Taiwan forbids the use of e-scooters on the street, potential consumers are faced with uncertainty resulting in perceived risks. Thus, environmental attitudes and perceived risks are assumed to influence the consumers’ perceived value of shared e-scooters, and consequently their willingness to consume such shared service. By collecting online questionnaires from NYCU campus and social media sites, a total of 220 valid entries were retained for statistical analysis using SPSS and structural equation modeling using AMOS. Results show significant positive correlations among environmental attitudes and perceived value with willingness to consume, and perceived risk is significant negative correlated with perceived value and willingness to consume. Perceived value is significantly positively correlated with willingness to consume the shared e-scooters.
Keywords: shared e-scooters, environmental attitude, risk perception, perceived value, willingness to consume

關鍵字(中)

★ 共享電動滑板車
★ 環保態度
★ 風險感知
★ 知覺價值
★ 消費意願

關鍵字(英)

論文目次

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章文獻回顧 7
2.1 共享經濟與電動滑板車 7
2.1.1 共享經濟介紹 7
2.1.2 共享電動滑板車產業介紹 10
2.1.3 台灣電動運具發展之現況 16
2.2 消費意願（PURCHASE INTENTION） 18
2.2.1 消費意願定義 18
2.2.2 綠色消費意願 20
2.2.3 綠色行銷 21
2.3 環保態度（ENVIRONMENTAL ATTITUDE） 24
2.3.1 態度的定義 24
2.3.2 環保態度 24
2.4 風險感知（PERCEIVED RISK） 26
2.5 知覺價值（PERCEIVED VALUE） 29
第三章研究方法 33
3.1 研究架構 33
3.2 研究樣本 33
3.3 研究工具 34
3.4 研究步驟 36
第四章研究結果 39
4.1 樣本敘述性統計 39
4.2 信度分析 41
4.3 效度分析 41
4.3.1 收斂效度 42
4.3.2 區別效度 43
4.4 結構方程模型 44
4.4.1 適配度指標評估 44
4.4.2 總體結構模型評估 44
第五章結論與建議 47
5.1 結論 47
5.2 管理意涵 48
5.3 研究限制與未來建議 50
參考文獻 53
一、中文部分 53
二、英文部分 54
附錄 65
研究問卷 65

圖目錄
圖1 研究流程圖 6
圖2 共享電動滑板車拓展版圖 11
圖3 美國共享電動滑板車及單車使用量（萬） 15
圖4 台灣民眾電動運具產業支持度 16
圖5 本研究觀念性架構圖 33
圖6 SEM路徑係數 45

表目錄
表1 共享經濟定義及內涵 7
表2 共享綠色交通工具優缺點 8
表3 電動滑板車產業五次重大事件表 10
表4 主要共享滑板車業者簡介 12
表5 目前在台引進共享滑板車之校園 18
表6 消費意願文獻整理 19
表7 綠色產品文獻整理 20
表8 綠色產品定義 20
表9 綠色行銷定義 23
表10 環保態度相關文獻整理 25
表11 彙總各學者風險感知之看法 27
表12 彙總各學者知覺價值之看法 30
表13 性別次數分配表 39
表14 年齡次數分配表 39
表15 教育程度次數分配表 40
表16 職業次數分配表 40
表17 月薪次數分配表 40
表18 量表之整體與各子構面之信度 41
表19 驗證性因素分析之因素負荷量表、收斂效度及區別效度分析 42
表20 區別效度 43
表21 整體模型配適度 44
表22 研究假說驗證結果 45
表23 研究假說檢定結果 47

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指導教授

杜秉叡鄭明松(Ben-Roy Do. Ming-Sung Cheng)

審核日期

2022-1-20

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