信任傾向與參與Airbnb意圖：探討對平台之信任、對房東之信任及知覺風險之中介

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姓名

尤念筠(Nien-Yun Yu) 查詢紙本館藏

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企業管理學系

論文名稱

信任傾向與參與Airbnb意圖：探討對平台之信任、對房東之信任及知覺風險之中介
(Disposition to trust and intention to participate in Airbnb: Mediated by trust in platform, trust in provider, and perceived risk)

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摘要(中)

過去許多研究指出信任在共享經濟中扮演重要的角色，但較少有學者提出究竟是什麼樣的信任影響使用者參與平台之意圖。本研究修改Mittendorf (2016)提出的模型，納入個人信任的前因「信任傾向」，將信任分成對平台之信任與對房東之信任，並探討知覺風險是否會中介信任與使用者參與Airbnb的意圖。透過網路回收有效問卷330份，以SmartPLS統計軟體進行分析，結果顯示：（1）信任傾向與對平台之信任以及對房東之信任呈現顯著正向相關、（2）對平台之信任、與對房東之信任呈現顯著正向相關、（3）對平台之信任與參與Airbnb意圖呈現顯著正向相關、（4）知覺風險中介對平台之信任與參與Airbnb意圖。

摘要(英)

Although prior research had shown the important role of trust in sharing economy, it was rarely explored further. Based on the model proposed by Mittendorf (2016), the present study included an antecedent of trust: disposition to trust, separated trust into trust in the platform and trust in the provider, and explored the mediation of perceived risk between trust and intention to participate in Airbnb. Using the Internet to collect data, 330 valid questionnaires were retained and analyzed using SmartPLS. Results showed: (1) disposition to trust is positively related to trust in the platform and trust in the provider, (2) trust in the platform is positively related to trust in the provider, (3) trust in the platform is positively related to intention to participate in Airbnb, and (4) perceived risk mediates between trust in the platform and intention to participation in Airbnb.

關鍵字(中)

★ 共享經濟
★ 信任傾向
★ Airbnb
★ 知覺風險
★ 參與意圖

關鍵字(英)

★ Sharing Economy
★ Disposition to trust
★ Airbnb
★ Perceived Risk
★ Intention to participate

論文目次

目錄
摘要 vi
Abstract vii
誌謝 viii
目錄 ix
圖目錄 xii
表目錄 xiii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 4
第二章文獻探討 6
2-1 共享經濟 (Sharing Economy) 6
2-2 信任傾向(Disposition to Trust) 8
2-3 信任(Trust) 9
2-4 知覺風險 (Perceived Risk) 12
第三章研究方法 16
3-1 研究架構 16
3-2 研究樣本 17
3-3 研究工具 17
3-4 研究步驟 18
第四章研究結果 22
4-1 樣本描述性統計 22
4-2 量表描述性統計 23
4-3 信度分析 24
4-4 效度分析 25
4-4-1 因素負荷量 (factor loading) 25
4-4-2 平均變異萃取量(AVE) 27
4-4-3 區別效度 27
4-5 結構模型結果評估 29
4-5-1 決定係數R2 29
4-5-2 預測相關性 Q2 29
4-5-3 效果值評估f2 30
4-5-4 路徑係數 30
4-6 中介效果 32
4-6-1 Sobel檢驗 32
4-6-2 解釋變異比例(Variance Accounted For, VAF) 32
第五章討論與建議 36
5-1 研究討論 36
5-2 管理意涵 38
5-3 研究限制與未來建議 39
5-4 研究結論 40
參考文獻 42
附錄：研究問卷 48

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指導教授

杜秉叡

審核日期

2018-6-21

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