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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题名:	協同消費平台之再參與意願研究;The Intention of User Re-participation in Collaborative Consumption Platform
作者:	陳奕錡;Chen, Yi-Chi
贡献者:	企業管理學系
关键词:	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;sharing economy;collaborative consumption;social exchange theory;platform design;commitment;word of mouth;repurchase intention
日期:	2017-06-29
上传时间:	2017-10-27 13:12:15 (UTC+8)
出版者:	國立中央大學
摘要:	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。 ;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.
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