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“The Sharing Economy” is an old concept but in new innovation that spread rapidly around the world. Taiwan government is also highly interested in these new economies. In order to better understand the development of the shared economic market in Taiwan. This study is conducted under the scenario of Uber service and try to understand consumers’ satisfaction and continuance intentions after using Uber.
Our research model is based on the Expectation Confirmation Theory, ECT. After study and organize relevant research literature in the past, constructs a research model of consumers’ continuance intentions to use Uber. Research variables included “confirmation”, “perceived usefulness”, “satisfaction”, “continuance intentions”, “economic benefit”, “perceived security”, and “convenience”. The data is collected from 527 respondents through Facebook and PTT and 437 samples are valid.
Data analysis results show that confirmation has positive effect on perceived usefulness and satisfaction. Perceived usefulness has positive effect on satisfaction and continuance intentions. Consumers’ satisfaction has positive effect on continuance intentions. Confirmation has positive effect on economic benefit, perceived security and convenience. Economic benefit, perceived security and convenience have positive effect on satisfaction and continuance intentions. In addition, it is found that the economic benefits, perceived security and convenience have partial mediation effect between confirmation and satisfaction.
In conclusion, this study suggests enterprises can strengthen the key factors. So that more consumers are willing to use, and achieve positive network effect. | en_US |