博碩士論文 etd-0701121-094546 詳細資訊


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姓名 黃于烜(Yu-Hsuan Huang) 電子郵件信箱 E-mail 資料不公開
畢業系所 行銷傳播管理研究所(Institute of Marketing Communication)
畢業學位 碩士(Master) 畢業時期 109學年第2學期
論文名稱(中) 共享平台特性對消費者偏好之研究:以信任與風險為中介變項
論文名稱(英) Research on the characteristics of shared platform for consumers: Trust and Risk as Mediating Variables
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    摘要(中) 日新月異的通訊科技和網際網路,使得人們的消費模式發生了變化;共享經濟成為過度消費的解決方案,近年來,共享經濟活動和商業模式的數量和範圍影響力都呈現出爆炸式增長。
    然而 在共享模式下研究消費者信任的影響因素及信任形成機制已有了一定
    的基礎,而對於商業平台模式的研究還只是借鑒以上的研究成果,尚缺乏實證的方式研究影響消費者對共享服務平台的信任關鍵因素及在情境下的信任形成機制。因此,本研究以出租民宿平台 Airbnb為研究標的,並探討出租民宿平台 Airbnb的平台品質、互動性回應、品牌知名度及視覺線索是否會影響顧客的知覺信任與安全風險,接著再透過知覺信任與安全風險之中介變數進一步探討顧客在出租民宿平台 Airbnb的共享態度及購買意願。
    為達上述之目的,本研究主要採用問卷調查法 ,以網路問卷進行資料蒐集其總共回收 460份問卷,有效問卷為 447份作為研究假設之驗證,並採用結構方程式模式 (SEM)驗證本研究所提出的研究假設,研究結果顯示平台品質對於知覺信任有顯著正面影響,且會透過知覺信任來影響顧客在出租民宿平台 Airbnb的共享態度及購買意願,而視覺線索對於安全風險有顯著正面影響,且會透過安全風險來影響顧客在出租民宿平台 Airbnb的共享態度。最後根據研究結果提供給出租民宿平台 Airbnb與後續研究者作為實務與決策之參考。
    摘要(英) As Communication Technology and the Internet improve every day, make people’s Consumption Patterns change; the Sharing Economy has become a solution to excessive consumption. In the recent years, the number and scope of Sharing Economic activities and Business Models have shown explosive growth.
    There is a certain foundation for studying the influencing factors of consumer trust and the mechanism of trust formation under the Sharing Mode. The research on the business platform model only draws on the above research results, there is still lack of empirical methods to study the key factors that affect consumers’ trust in the shared service platform and the trust formation mechanism in the context. Therefore, this research takes Airbnb as the research subject, and explore whether the platform quality, interactive response, brand awareness and visual cues of Airbnb, a homestay rental platform, will affect customers’ Perceived Trust and Safety Risks. Then, through the intermediary variables of Perceived Trust and Security Risks to further explore the sharing attitudes and purchase intentions of customers on Airbnb, a homestay rental platform.
    In order to achieve the above-mentioned purpose, this research mainly adopt the questionnaire survey method and collects data with online questionnaires. A total of 460 questionnaires were collected. There are 447 valid questionnaires to verify the research hypothesis, and the Structural Equation Model (SEM) is used to verify the research hypothesis proposed by this research. Research results show that platform quality has a significant positive impact on Perceived Trust. Through Perceived Trust it will affect customers’ sharing attitudes and purchase intentions on Airbnb, a homestay rental platform, and visual cues have a significant positive impact on Security Risks. And it will use Security Risks to affect customers' shared attitudes on Airbnb, a homestay rental platform. Finally, based on the research results, it is provided to Airbnb and subsequent researchers as a reference for practice and decision-making.
    關鍵字(中)
  • 共享經濟
  • 商業模式創新
  • 出租民宿平台
  • 知覺信任
  • 安全風險
  • 關鍵字(英)
  • Sharing Economy
  • Business Model Innovation
  • Airbnb
  • Perceived Trust
  • Security Risk
  • 論文目次 論文審定書 i
    誌謝 ii
    摘要 iii
    Abstract iv
    第一章 緒論 1
    第一節 研究背景 1
    第二節 研究動機 3
    第三節 研究目的 4
    第四節 研究流程 5
    第二章 文獻探討 7
    第一節 共享經濟商業模式理論研究 7
    第二節 平台品質 13
    第三節 互動回應性 15
    第四節 品牌知名度 19
    第五節 視覺線索 20
    第六節 信任度定義 21
    第七節 安全風險 24
    第八節 共享態度 25
    第九節 購買意願 26
    第三章 假說推論 27
    第一節 研究架構 27
    第二節 假說推論 27
    第四章 研究方法 37
    第一節 研究變數操作性定義與衡量 37
    第二節 研究樣本 43
    第三節 資料分析方法 43
    第五章 資料分析與結果 45
    第一節 敘述性統計分析結果 45
    第二節 信度與效度分析 48
    第三節 假說檢驗結果 51
    第六章 結論與建議 55
    第一節 研究結論 55
    第二節 研究建議 58
    參考文獻 61
    附錄一 問卷 72
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    口試委員
  • 張宮熊 - 召集委員
  • 鄭安授 - 委員
  • 張榮華 - 指導教授
  • 口試日期 2021-07-22 繳交日期 2021-08-01

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