1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 使用者採用共享平台的因素：交易成本及價值觀點
Why People Use a Sharing Economy Platform: A Transaction Cost and Valued-based Perspective
作者 侯曉琪
Hou, Hsiao Chi
貢獻者 梁定澎<br>林怡伶
Liang, Ting Peng<br>Lin, Yi Ling
侯曉琪
Hou, Hsiao Chi
關鍵詞 共享經濟
價值接受模式
交易成本
認知價值
參與意圖
Sharing economy
Value-based model
Perceived value
Transaction cost
Intention
日期 2017
上傳時間 28-Aug-2017 13:38:23 (UTC+8)
摘要 共享經濟為近幾年廣為討論的議題之一，本研究欲以Uber、Airbnb等媒合共享服務類型的網路平台，探討使用者採用共享平台的相關因素為研究方向，從價值觀點出發，考量使用者認知犧牲及認知效益，以交易成本作為採用共享平台服務所認知的犧牲，又將認知的效益分為經濟效益與非經濟效益兩種影響層面，來綜合評估使用者對於整體共享產品服務的認知價值，透過認知價值進而探討影響使用者採用共享平台的參與意圖。其中，交易成本又會受到不確定性和資產特殊性所影響。
本研究將共享平台提供的產品及服務假設五種情境，共收集476份有效問卷樣本回收分析，研究結果發現，使用者採用共享平台時認知的交易成本越低或使用者認知利益越大時，獲得的認知價值越高。其中又以認知效益對於價值感受的影響程度又比使用者認知所做出的犧牲更強。
Sharing economy is an emerging trend with rapid growth. Many firms such as Uber and Airbnb have taken advantage of the sharing platform to provide innovative services. However, many more have failed after a substantial amount of investment. Not much research has conducted with regard to why consumers chose to use some sharing services but not others. In this research, the value-based perspective and the transaction cost theory are adopted to build a research model for explaining users’ intention to accept a sharing platform. In our model, transaction costs of using the sharing platform is considered as a sacrifice, while economic and non-economic benefits are the benefit side of the model. Uncertainty and asset specificity are considered two main factors that affect the transaction cost.
A questionnaire survey was conducted to evaluate the research model. A total of 476 responses were received. SmartPLS3.0 was used to analyzed the data. The results indicate that perceived value is negatively affected by the transaction cost and positively affected by benefits gained from the platform. Perceived value has a significant effect on users’ intention to adopt a service provided on a sharing platform.
參考文獻 Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car
sharing. Journal of consumer research, 39(4), 881-898.
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
Benkler, Y. (2004). Sharing nicely: On shareable goods and the emergence of sharing as a modality of economic production. Yale Law Journal, 273-358.
Böcker, L., & Meelen, A. A. H. (2016). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Innovation Studies Utrecht (ISU) Working Paper Series, 16(02), 1-22.
Botsman, R., & Rogers, R. (2011). What`s mine is yours: how collaborative consumption is changing the way we live, Harper Collins, New York.
Carson,G. (2014). Five key sharing economy sectors could generate £9 billion of
UK revenues by 2025. Retrieved from: http://pwc.blogs.com/press_room/2014/08/five-key-sharing-economy-sectors-could-generate-9-billion-of-uk-revenues-by-2025.html.
Cheng, D. (2014). Is sharing really caring? A nuanced introduction to the peer economy. Report of the Open Society Foundation Future of Work Inquiry.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
Coase, R. H. (1937). The nature of the firm. economica, 4(16), 386-405.
Cohen, B., & Kietzmann, J. (2014). Ride on! Mobility business models for the sharing economy. Organization & Environment, 27(3), 279-296.
Deci, E. L. (1971). Effects of externally mediated rewards on intrinsic motivation. Journal of personality and Social Psychology, 18(1), 105.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307-319.
Felson, M. & Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American Behavioral Scientist, 21(4), 614-624.
Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism management, 27(3), 437-452.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.
Hars, A., & Ou, S. (2001, January). Working for free? Motivations of participating in open source projects. In System Sciences, 2001. Proceedings of the 34th Annual Hawaii International Conference on (pp. 9-pp). IEEE.
Heinrichs, H. (2013). Sharing economy: a potential new pathway to sustainability. Gaia, 22(4), 228.
Henten, A. H., & Windekilde, I. M. (2016). Transaction costs and the sharing economy. info, 18(1), 1-15.
Hoelter, J. W. (1983). The analysis of covariance structures: Goodness-of-fit indices. Sociological Methods & Research, 11(3), 325-344.
Hotel News Now (2015). The 2015 Big Brands Report, Retrieved from: www.hotelnewsnow.com/media/File/PDFs/Misc/BIG%20BRANDS%20REPORT%202015_compressed.pdf
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision support systems, 43(1), 111-126.
Kim, J., Yoon, Y., & Zo, H. (2015). Why People Participate in the Sharing Economy: A Social Exchange Perspective. In PACIS (p.76).
Lessig, L. (2008). Remix: Making art and commerce thrive in the hybrid economy. Penguin.
Liang, T. P., & Huang, J. S. (1998). An empirical study on consumer acceptance of products in electronic markets: a transaction cost model. Decision support systems, 24(1), 29-43.
Matzler, K., Veider, V., & Kathan, W. (2015). Adapting to the sharing economy. MIT Sloan Management Review, 56(2), 71.
Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207.
Motala, M. (2016). The" Taxi Cab Problem" Revisited: Law and Ubernomics in the Sharing Economy. Banking & Finance Law Review, 31(3), 467.
Munger, M. C. (2016). Tomorrow 3.0: the sharing economy. The Independent Review, 20(3), 391.
Owyang, J., Samuel, A., & Grenville, A. (2014). Sharing is the new buying: How to win in the collaborative economy. Vision Critical/Crowd Companies.
Parsons, J. (2010). Remix: Making Art and Commerce Thrive in the Hybrid Economy. Journal of Teaching and Learning, 7(1).
Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of management, 12(4), 531-544.
Puschmann, T., & Alt, R. (2016). Sharing economy. Business & Information Systems Engineering, 58(1), 93.
Rifkin, J. (2014). The Zero Marginal Cost Society: The Internet of Things, the Collaborative Commons, and the Eclipse of Capitalism, Palgrave Macmillan, New York.
Roostika, R. (2012). Mobile internet acceptance among university students: A value-based adoption model. IRACST-International Journal of Research in Management & Technology (IJRMT),, 2(2).
Sundararajan, A. (2013). From Zipcar to the sharing economy. Harvard Business Review, 1.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Teo, T. S., & Yu, Y. (2005). Online buying behavior: a transaction cost economics perspective. Omega, 33(5), 451-465.
Tussyadiah, I. P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55, 70-80.
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
Williamson ,O.E.(1975). Markets and Hierarchies : Analysis and Antitrust Implications, Free Press, New York, NY, 1975
Williamson ,O.E. (1985). The Economic Institutions of Capitalism, Free Press, New York, NY, 1985.
Williamson, O. E. (1991). Comparative economic organization: The analysis of discrete structural alternatives. Administrative science quarterly, 269-296.
Williamson, O. E., & Winter, S. G. (Eds.). (1993). The nature of the firm: origins, evolution, and development. Oxford University Press, USA.
Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768-2776.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
Zervas, G., Proserpio, D., & Byers, J. W. (2014). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research.
描述 碩士
國立政治大學
資訊管理學系
104356031
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104356031
資料類型 thesis
dc.contributor.advisor 梁定澎<br>林怡伶zh_TW
dc.contributor.advisor Liang, Ting Peng<br>Lin, Yi Lingen_US
dc.contributor.author (Authors) 侯曉琪zh_TW
dc.contributor.author (Authors) Hou, Hsiao Chien_US
dc.creator (作者) 侯曉琪zh_TW
dc.creator (作者) Hou, Hsiao Chien_US
dc.date (日期) 2017en_US
dc.date.accessioned 28-Aug-2017 13:38:23 (UTC+8)-
dc.date.available 28-Aug-2017 13:38:23 (UTC+8)-
dc.date.issued (上傳時間) 28-Aug-2017 13:38:23 (UTC+8)-
dc.identifier (Other Identifiers) G0104356031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112273-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 104356031zh_TW
dc.description.abstract (摘要) 共享經濟為近幾年廣為討論的議題之一，本研究欲以Uber、Airbnb等媒合共享服務類型的網路平台，探討使用者採用共享平台的相關因素為研究方向，從價值觀點出發，考量使用者認知犧牲及認知效益，以交易成本作為採用共享平台服務所認知的犧牲，又將認知的效益分為經濟效益與非經濟效益兩種影響層面，來綜合評估使用者對於整體共享產品服務的認知價值，透過認知價值進而探討影響使用者採用共享平台的參與意圖。其中，交易成本又會受到不確定性和資產特殊性所影響。
本研究將共享平台提供的產品及服務假設五種情境，共收集476份有效問卷樣本回收分析，研究結果發現，使用者採用共享平台時認知的交易成本越低或使用者認知利益越大時，獲得的認知價值越高。其中又以認知效益對於價值感受的影響程度又比使用者認知所做出的犧牲更強。		zh_TW
dc.description.abstract (摘要) Sharing economy is an emerging trend with rapid growth. Many firms such as Uber and Airbnb have taken advantage of the sharing platform to provide innovative services. However, many more have failed after a substantial amount of investment. Not much research has conducted with regard to why consumers chose to use some sharing services but not others. In this research, the value-based perspective and the transaction cost theory are adopted to build a research model for explaining users’ intention to accept a sharing platform. In our model, transaction costs of using the sharing platform is considered as a sacrifice, while economic and non-economic benefits are the benefit side of the model. Uncertainty and asset specificity are considered two main factors that affect the transaction cost.
A questionnaire survey was conducted to evaluate the research model. A total of 476 responses were received. SmartPLS3.0 was used to analyzed the data. The results indicate that perceived value is negatively affected by the transaction cost and positively affected by benefits gained from the platform. Perceived value has a significant effect on users’ intention to adopt a service provided on a sharing platform.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 共享經濟 4
第二節 價值接受模式 8
第三節 交易成本理論 10
第三章 研究架構與方法 13
第一節 研究架構 13
第二節 研究假說 14
第三節 問卷設計 19
第四節 前測 23
第四章 資料分析 26
第一節 資料收集及樣本結構分析 26
第二節 樣本檢驗及信效度檢測 28
第三節 模型驗證與假說檢定 31
第五章 結論與建議 38
第一節 研究結論 38
第二節 研究貢獻 40
第三節 研究限制 41
第四節 未來研究方向 42
參考文獻 43
附錄 問卷內容 49		zh_TW
dc.format.extent 1216205 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104356031en_US
dc.subject (關鍵詞) 共享經濟zh_TW
dc.subject (關鍵詞) 價值接受模式zh_TW
dc.subject (關鍵詞) 交易成本zh_TW
dc.subject (關鍵詞) 認知價值zh_TW
dc.subject (關鍵詞) 參與意圖zh_TW
dc.subject (關鍵詞) Sharing economyen_US
dc.subject (關鍵詞) Value-based modelen_US
dc.subject (關鍵詞) Perceived valueen_US
dc.subject (關鍵詞) Transaction costen_US
dc.subject (關鍵詞) Intentionen_US
dc.title (題名) 使用者採用共享平台的因素：交易成本及價值觀點zh_TW
dc.title (題名) Why People Use a Sharing Economy Platform: A Transaction Cost and Valued-based Perspectiveen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car
sharing. Journal of consumer research, 39(4), 881-898.
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
Benkler, Y. (2004). Sharing nicely: On shareable goods and the emergence of sharing as a modality of economic production. Yale Law Journal, 273-358.
Böcker, L., & Meelen, A. A. H. (2016). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Innovation Studies Utrecht (ISU) Working Paper Series, 16(02), 1-22.
Botsman, R., & Rogers, R. (2011). What`s mine is yours: how collaborative consumption is changing the way we live, Harper Collins, New York.
Carson,G. (2014). Five key sharing economy sectors could generate £9 billion of
UK revenues by 2025. Retrieved from: http://pwc.blogs.com/press_room/2014/08/five-key-sharing-economy-sectors-could-generate-9-billion-of-uk-revenues-by-2025.html.
Cheng, D. (2014). Is sharing really caring? A nuanced introduction to the peer economy. Report of the Open Society Foundation Future of Work Inquiry.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
Coase, R. H. (1937). The nature of the firm. economica, 4(16), 386-405.
Cohen, B., & Kietzmann, J. (2014). Ride on! Mobility business models for the sharing economy. Organization & Environment, 27(3), 279-296.
Deci, E. L. (1971). Effects of externally mediated rewards on intrinsic motivation. Journal of personality and Social Psychology, 18(1), 105.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307-319.
Felson, M. & Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American Behavioral Scientist, 21(4), 614-624.
Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism management, 27(3), 437-452.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.
Hars, A., & Ou, S. (2001, January). Working for free? Motivations of participating in open source projects. In System Sciences, 2001. Proceedings of the 34th Annual Hawaii International Conference on (pp. 9-pp). IEEE.
Heinrichs, H. (2013). Sharing economy: a potential new pathway to sustainability. Gaia, 22(4), 228.
Henten, A. H., & Windekilde, I. M. (2016). Transaction costs and the sharing economy. info, 18(1), 1-15.
Hoelter, J. W. (1983). The analysis of covariance structures: Goodness-of-fit indices. Sociological Methods & Research, 11(3), 325-344.
Hotel News Now (2015). The 2015 Big Brands Report, Retrieved from: www.hotelnewsnow.com/media/File/PDFs/Misc/BIG%20BRANDS%20REPORT%202015_compressed.pdf
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision support systems, 43(1), 111-126.
Kim, J., Yoon, Y., & Zo, H. (2015). Why People Participate in the Sharing Economy: A Social Exchange Perspective. In PACIS (p.76).
Lessig, L. (2008). Remix: Making art and commerce thrive in the hybrid economy. Penguin.
Liang, T. P., & Huang, J. S. (1998). An empirical study on consumer acceptance of products in electronic markets: a transaction cost model. Decision support systems, 24(1), 29-43.
Matzler, K., Veider, V., & Kathan, W. (2015). Adapting to the sharing economy. MIT Sloan Management Review, 56(2), 71.
Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207.
Motala, M. (2016). The" Taxi Cab Problem" Revisited: Law and Ubernomics in the Sharing Economy. Banking & Finance Law Review, 31(3), 467.
Munger, M. C. (2016). Tomorrow 3.0: the sharing economy. The Independent Review, 20(3), 391.
Owyang, J., Samuel, A., & Grenville, A. (2014). Sharing is the new buying: How to win in the collaborative economy. Vision Critical/Crowd Companies.
Parsons, J. (2010). Remix: Making Art and Commerce Thrive in the Hybrid Economy. Journal of Teaching and Learning, 7(1).
Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of management, 12(4), 531-544.
Puschmann, T., & Alt, R. (2016). Sharing economy. Business & Information Systems Engineering, 58(1), 93.
Rifkin, J. (2014). The Zero Marginal Cost Society: The Internet of Things, the Collaborative Commons, and the Eclipse of Capitalism, Palgrave Macmillan, New York.
Roostika, R. (2012). Mobile internet acceptance among university students: A value-based adoption model. IRACST-International Journal of Research in Management & Technology (IJRMT),, 2(2).
Sundararajan, A. (2013). From Zipcar to the sharing economy. Harvard Business Review, 1.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Teo, T. S., & Yu, Y. (2005). Online buying behavior: a transaction cost economics perspective. Omega, 33(5), 451-465.
Tussyadiah, I. P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55, 70-80.
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
Williamson ,O.E.(1975). Markets and Hierarchies : Analysis and Antitrust Implications, Free Press, New York, NY, 1975
Williamson ,O.E. (1985). The Economic Institutions of Capitalism, Free Press, New York, NY, 1985.
Williamson, O. E. (1991). Comparative economic organization: The analysis of discrete structural alternatives. Administrative science quarterly, 269-296.
Williamson, O. E., & Winter, S. G. (Eds.). (1993). The nature of the firm: origins, evolution, and development. Oxford University Press, USA.
Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768-2776.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
Zervas, G., Proserpio, D., & Byers, J. W. (2014). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research.		zh_TW