探討資訊分享在共享經濟下如何培養信任

Abstract

“共享”行為的範圍和型態因為新科技的演進而有所不同。在新的情境下，信任被認為提升使用意願的一個非常重要的元素。這篇研究借用了Mayer對信任的看法，認為信任的存在是因為信任者感受到被信任者的善意、誠信、及能力，進而提出資訊品質能夠節由提升乘客對於UBER 平台已及司機的善意、誠信、及能力而提升對他們的信任，進而提升使用意圖。在研究模型中，Burt的名譽機制及institutional-base的概念也被包含。收集問卷完成實驗後，儘管資料效度需要被討論，研究仍發現了有使用過UBER的族群跟沒使用過UBER的族群不同的行為反應。對有使用過UBER的人來說，資訊品質能夠提高對平台的信任，接著提高對司機的進任，進而提升使用意願。對於沒有使用過UBER的人來說，資訊品質能夠提高對平台的信用，接著分別提高使用意圖及對司機的信任。總體而言，研究結果論證了資訊品質能夠提高信任進而提高使用意圖，本研究也因此認為這證明了相比於傳統計程車，UBER不能被去中間化的特性。

The “sharing” activity is different from the past on the scope and members’ familiarity due to the development of new technologies. At this moment, trust is regarded as an important factor to increase participating intention. This research leveraged Mayer’s research that trust can be cultivated by increasing trustors’ perception of benevolence, integrity, and competence of trustees, and considers that information quality can increase passengers’ trust of the UBER platform and drivers through increasing the perception of those 3 factors, further increase their participating intention. The concept of reputation mechanism and institutional-based trust are also included in this research model. After the survey is conducted by collecting questionnaires, though there was few validity issue existed, it is found that people who had used or never used UBER before have different behaviors. For people who had used UBER before, information quality can increase the trust on UBER, and then increase the trust on drivers, further increase the participating intention. In contrast, for people who had never used UBER before, information quality would increase the trust on UBER, and the trust on UBER respectively increase the trust on drivers and participating intention. Overall, information quality are proofed to increase trust further increase the intention, and this research consider that this mechanism makes UBER disintermediated comparing with traditional taxis.