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題名 共享經濟之消費行為中態度所扮演的角色
I care, I share? An Investigation of the Role of the Attitude towards Consumption in the Sharing Economy
作者 孫士軒
Sun, Shih-hsuan
貢獻者 尚孝純
Shang, Shari
孫士軒
Sun, Shih-hsuan
關鍵詞 共享
共享經濟
共享自行車
態度
意圖
動機
Sharing
Sharing economy
Bike-sharing
Attitude
Intention
Motivation
Sharing scenario
Materialism
日期 2017
上傳時間 1-Nov-2017 14:22:44 (UTC+8)
摘要 Sharing economy, collaborative consumption, is phenomenal nowadays all over the world, which redefines the new generation social status by the access perspective over ownership. Systematic research on sharing and sharing economy among academia occur just recently. And it needs to be filled the research gap to make clearer the mechanisms of sharing behaviors with participants’ attitude, motivations, and personalities.
The goal of this research is aiming at to study how and how much it is different under different sharing scenarios (say, pure gift giving, reciprocity, and market exchange) a consumer’s attitude affect his/her behavior, and to measure the relationship between the participation and the motivation behind. Through the background setting as three different bike-sharing scenarios, a quantitative approach was conducted with a questionnaire sample of 273 participants collected from various platforms. And then I examined the difference in participants’ attitudes and behaviors when engage different sharing scenarios, as well as the interaction between those factors.
The results show that the effects led by different sharing scenarios are not significant though, a factor, the cultural difference among sharing economy participants, is significant. It reveals a possible way for future studies.
參考文獻 Albinsson, P. A., & Yasanthi Perera, B. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of consumer Behaviour, 11(4), 303-315.
Amabile, T. M. (1993). Motivational synergy: Toward new conceptualizations of intrinsic and extrinsic motivation in the workplace. Human resource management review, 3(3), 185-201.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational behavior and human decision processes, 35(1), 124-140.
Ariely, D., Bracha, A., & Meier, S. (2009). Doing good or doing well? Image motivation and monetary incentives in behaving prosocially. The American economic review, 99(1), 544-555.
Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of consumer research, 39(4), 881-898.
Becker, J. U., & Clement, M. (2006). Dynamics of illegal participation in peer-to-peer networks—Why do people illegally share media files?. Journal of Media Economics, 19(1), 7-32.
Belk, R. (2009). Sharing. Journal of consumer research, 36(5), 715-734.
Belk, R. (2007). Why not share rather than own?. The Annals of the American Academy of Political and Social Science, 611(1), 126-140.
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
Bénabou, R., & Tirole, J. (2006). Incentives and prosocial behavior. The American economic review, 96(5), 1652-1678.
Bock, G. W., Zmud, R. W., Kim, Y. G., & Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS quarterly, 87-111.
Botsman, R., & Rogers, R. (2011). What`s mine is yours: how collaborative consumption is changing the way we live.
Brécard, D., Hlaimi, B., Lucas, S., Perraudeau, Y., & Salladarré, F. (2009). Determinants of demand for green products: An application to eco-label demand for fish in Europe. Ecological economics, 69(1), 115-125.
Chen, Y. (2008). Possession and access: Consumer desires and value perceptions regarding contemporary art collection and exhibit visits. Journal of Consumer Research, 35(6), 925-940.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
Davenport, T. H., & Prusak, L. (1998). Working knowledge: How organizations manage what they know. Harvard Business Press.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 35(8), 982-1003.
Deci, E. L., & Ryan, R. M. (2013). Intrinsic motivation and self-determination in human behavior. 1985. Consultado en septiembre.
DeMaio, P. J. (2003). Smart bikes: Public transportation for the 21st century. Transportation Quarterly, 57(1), 9-11.
DeMaio, P. (2009). Bike-sharing: History, impacts, models of provision, and future. Journal of public transportation, 12(4), 3.
Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of applied Psychology, 73(3), 421.
Fishman, E., Washington, S., & Haworth, N. (2013). Bike share: a synthesis of the literature. Transport reviews, 33(2), 148-165.
Fiske, A. P. (1991). Structures of social life: The four elementary forms of human relations: Communal sharing, authority ranking, equality matching, market pricing. Free Press.
Frey, B. S., & Oberholzer-Gee, F. (1997). The cost of price incentives: An empirical analysis of motivation crowding-out. The American economic review, 87(4), 746-755.
Friedrichsen, J. (2013). Social Motivations in Markets and the Public Sphere. University of Mannheim, Dissertation.
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of consumer Research, 35(3), 472-482.
Green, T., & Peloza, J. (2014). Finding the right shade of green: The effect of advertising appeal type on environmentally friendly consumption. Journal of Advertising, 43(2), 128-141.
Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98(3), 392.
Haenlein, M., & Kaplan, A. M. (2010). An empirical analysis of attitudinal and behavioral reactions toward the abandonment of unprofitable customer relationships. Journal of Relationship Marketing, 9(4), 200-228.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
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.
Hennig-Thurau, T., Henning, V., & Sattler, H. (2007). Consumer file sharing of motion pictures. Journal of Marketing, 71(4), 1-18.
Kankanhalli, A., Tan, B. C., & Wei, K. K. (2005). Contributing knowledge to electronic knowledge repositories: an empirical investigation. MIS quarterly, 113-143.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Klintman, M. (2013). Citizen-Consumers and Evolution: Reducing Environmental Harm through Our Social Motivation.
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior?. Environmental education research, 8(3), 239-260.
Kuznets, S. (1934). National Income, 1929-1932. In National Income, 1929-1932 (pp. 1-12). NBER.
Lakhani, K. R., & Wolf, R. G. (2005). Why hackers do what they do: Understanding motivation and effort in free/open source software projects. Perspectives on free and open source software, 1, 3-22.
Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.
Larsen, J. (2013). Bike-sharing programs hit the streets in over 500 cities worldwide. Earth Policy Institute, 25(1).
Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in human behavior, 27(3), 1152-1161.
Lindenberg, S. (2001). Intrinsic motivation in a new light. Kyklos, 54(2‐3), 317-342.
Luchs, M., Naylor, R. W., Rose, R. L., Catlin, J. R., Gau, R., Kapitan, S., ... & Subrahmanyan, S. (2011). Toward a sustainable marketplace: Expanding options and benefits for consumers. Journal of Research for Consumers, (19), 1.
Maison, D., Greenwald, A. G., & Bruin, R. H. (2004). Predictive validity of the Implicit Association Test in studies of brands, consumer attitudes, and behavior. Journal of consumer psychology, 14(4), 405-415.
Marx, P. (2011). The borrowers. New Yorker, 34-38.
Mazis, M. B., Ahtola, O. T., & Klippel, R. E. (1975). A comparison of four multi-attribute models in the prediction of consumer attitudes. Journal of Consumer Research, 2(1), 38-52.
McManus, T. C., & Rao, J. M. (2014). Signaling smarts? Revealed preferences for self and social perceptions of intelligence. Journal of Economic Behavior & Organization, 110, 106–118.
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描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
103933004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103933004
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Sharien_US
dc.contributor.author (Authors) 孫士軒zh_TW
dc.contributor.author (Authors) Sun, Shih-hsuanen_US
dc.creator (作者) 孫士軒zh_TW
dc.creator (作者) Sun, Shih-hsuanen_US
dc.date (日期) 2017en_US
dc.date.accessioned 1-Nov-2017 14:22:44 (UTC+8)-
dc.date.available 1-Nov-2017 14:22:44 (UTC+8)-
dc.date.issued (上傳時間) 1-Nov-2017 14:22:44 (UTC+8)-
dc.identifier (Other Identifiers) G0103933004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/114288-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 103933004zh_TW
dc.description.abstract (摘要) Sharing economy, collaborative consumption, is phenomenal nowadays all over the world, which redefines the new generation social status by the access perspective over ownership. Systematic research on sharing and sharing economy among academia occur just recently. And it needs to be filled the research gap to make clearer the mechanisms of sharing behaviors with participants’ attitude, motivations, and personalities.
The goal of this research is aiming at to study how and how much it is different under different sharing scenarios (say, pure gift giving, reciprocity, and market exchange) a consumer’s attitude affect his/her behavior, and to measure the relationship between the participation and the motivation behind. Through the background setting as three different bike-sharing scenarios, a quantitative approach was conducted with a questionnaire sample of 273 participants collected from various platforms. And then I examined the difference in participants’ attitudes and behaviors when engage different sharing scenarios, as well as the interaction between those factors.
The results show that the effects led by different sharing scenarios are not significant though, a factor, the cultural difference among sharing economy participants, is significant. It reveals a possible way for future studies.		en_US
dc.description.tableofcontents Abstract ii
Chapter 1 Introduction 1
1-1: Research Motives And Backgrounds 1
Chapter 2 Review of Related Literature and Studies 3
2-1: Sharing and Sharing Economy 3
Definition 3
Categorization 5
Research Gap and Setting Hypothesis 7
2-2: Bike-Sharing 8
Definition and Categorization 9
Status Quo and Case Examples 10
2-3: Motivations 13
Intrinsic versus Extrinsic Motivation 13
Intrinsic Motivations – Awareness of Sustainability and Enjoyment 15
Extrinsic Motivations - Image and Perceived Economic Benefit 17
Personality - Materialism 18
Chapter 3 Research Methodology 19
3-1: Questionnaire Methodology 19
3-2: Scenario Design 21
3-3: Survey Administration 24
3-4: Data Analysis 25
Chapter 4 Discussion and Research Finding 30
4-1: Testing the Correlation between Intention and Attitude 30
4-2: Hypothesis Testing 30
4-3: The Role of The Attitudes 34
4-4 Further Exploratory Study 37
Chapter 5 Conclusion and implications 39
5-1 The Conclusion 39
5-2 Research Limitation 40
Bibliography 41		zh_TW
dc.format.extent 2076744 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103933004en_US
dc.subject (關鍵詞) 共享zh_TW
dc.subject (關鍵詞) 共享經濟zh_TW
dc.subject (關鍵詞) 共享自行車zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 意圖zh_TW
dc.subject (關鍵詞) 動機zh_TW
dc.subject (關鍵詞) Sharingen_US
dc.subject (關鍵詞) Sharing economyen_US
dc.subject (關鍵詞) Bike-sharingen_US
dc.subject (關鍵詞) Attitudeen_US
dc.subject (關鍵詞) Intentionen_US
dc.subject (關鍵詞) Motivationen_US
dc.subject (關鍵詞) Sharing scenarioen_US
dc.subject (關鍵詞) Materialismen_US
dc.title (題名) 共享經濟之消費行為中態度所扮演的角色zh_TW
dc.title (題名) I care, I share? An Investigation of the Role of the Attitude towards Consumption in the Sharing Economyen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Albinsson, P. A., & Yasanthi Perera, B. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of consumer Behaviour, 11(4), 303-315.
Amabile, T. M. (1993). Motivational synergy: Toward new conceptualizations of intrinsic and extrinsic motivation in the workplace. Human resource management review, 3(3), 185-201.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational behavior and human decision processes, 35(1), 124-140.
Ariely, D., Bracha, A., & Meier, S. (2009). Doing good or doing well? Image motivation and monetary incentives in behaving prosocially. The American economic review, 99(1), 544-555.
Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of consumer research, 39(4), 881-898.
Becker, J. U., & Clement, M. (2006). Dynamics of illegal participation in peer-to-peer networks—Why do people illegally share media files?. Journal of Media Economics, 19(1), 7-32.
Belk, R. (2009). Sharing. Journal of consumer research, 36(5), 715-734.
Belk, R. (2007). Why not share rather than own?. The Annals of the American Academy of Political and Social Science, 611(1), 126-140.
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
Bénabou, R., & Tirole, J. (2006). Incentives and prosocial behavior. The American economic review, 96(5), 1652-1678.
Bock, G. W., Zmud, R. W., Kim, Y. G., & Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS quarterly, 87-111.
Botsman, R., & Rogers, R. (2011). What`s mine is yours: how collaborative consumption is changing the way we live.
Brécard, D., Hlaimi, B., Lucas, S., Perraudeau, Y., & Salladarré, F. (2009). Determinants of demand for green products: An application to eco-label demand for fish in Europe. Ecological economics, 69(1), 115-125.
Chen, Y. (2008). Possession and access: Consumer desires and value perceptions regarding contemporary art collection and exhibit visits. Journal of Consumer Research, 35(6), 925-940.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
Davenport, T. H., & Prusak, L. (1998). Working knowledge: How organizations manage what they know. Harvard Business Press.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 35(8), 982-1003.
Deci, E. L., & Ryan, R. M. (2013). Intrinsic motivation and self-determination in human behavior. 1985. Consultado en septiembre.
DeMaio, P. J. (2003). Smart bikes: Public transportation for the 21st century. Transportation Quarterly, 57(1), 9-11.
DeMaio, P. (2009). Bike-sharing: History, impacts, models of provision, and future. Journal of public transportation, 12(4), 3.
Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of applied Psychology, 73(3), 421.
Fishman, E., Washington, S., & Haworth, N. (2013). Bike share: a synthesis of the literature. Transport reviews, 33(2), 148-165.
Fiske, A. P. (1991). Structures of social life: The four elementary forms of human relations: Communal sharing, authority ranking, equality matching, market pricing. Free Press.
Frey, B. S., & Oberholzer-Gee, F. (1997). The cost of price incentives: An empirical analysis of motivation crowding-out. The American economic review, 87(4), 746-755.
Friedrichsen, J. (2013). Social Motivations in Markets and the Public Sphere. University of Mannheim, Dissertation.
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of consumer Research, 35(3), 472-482.
Green, T., & Peloza, J. (2014). Finding the right shade of green: The effect of advertising appeal type on environmentally friendly consumption. Journal of Advertising, 43(2), 128-141.
Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98(3), 392.
Haenlein, M., & Kaplan, A. M. (2010). An empirical analysis of attitudinal and behavioral reactions toward the abandonment of unprofitable customer relationships. Journal of Relationship Marketing, 9(4), 200-228.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
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.
Hennig-Thurau, T., Henning, V., & Sattler, H. (2007). Consumer file sharing of motion pictures. Journal of Marketing, 71(4), 1-18.
Kankanhalli, A., Tan, B. C., & Wei, K. K. (2005). Contributing knowledge to electronic knowledge repositories: an empirical investigation. MIS quarterly, 113-143.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Klintman, M. (2013). Citizen-Consumers and Evolution: Reducing Environmental Harm through Our Social Motivation.
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior?. Environmental education research, 8(3), 239-260.
Kuznets, S. (1934). National Income, 1929-1932. In National Income, 1929-1932 (pp. 1-12). NBER.
Lakhani, K. R., & Wolf, R. G. (2005). Why hackers do what they do: Understanding motivation and effort in free/open source software projects. Perspectives on free and open source software, 1, 3-22.
Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.
Larsen, J. (2013). Bike-sharing programs hit the streets in over 500 cities worldwide. Earth Policy Institute, 25(1).
Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in human behavior, 27(3), 1152-1161.
Lindenberg, S. (2001). Intrinsic motivation in a new light. Kyklos, 54(2‐3), 317-342.
Luchs, M., Naylor, R. W., Rose, R. L., Catlin, J. R., Gau, R., Kapitan, S., ... & Subrahmanyan, S. (2011). Toward a sustainable marketplace: Expanding options and benefits for consumers. Journal of Research for Consumers, (19), 1.
Maison, D., Greenwald, A. G., & Bruin, R. H. (2004). Predictive validity of the Implicit Association Test in studies of brands, consumer attitudes, and behavior. Journal of consumer psychology, 14(4), 405-415.
Marx, P. (2011). The borrowers. New Yorker, 34-38.
Mazis, M. B., Ahtola, O. T., & Klippel, R. E. (1975). A comparison of four multi-attribute models in the prediction of consumer attitudes. Journal of Consumer Research, 2(1), 38-52.
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