共享機車服務之信用評分應用

Abstract

行動裝置與共享觀念的普及，使得人們在生活中越來越仰賴任何有關共享的服務，因此吸引到許多業者加入共享服務的市場，而台灣是眾所皆知的機車大國，因此共享機車服務市場更吸引了許多業者先後加入，從2017年WeMo Scooter成為台灣首家共享機車(Scooter Sharing)業者，隨後iRent也一起角逐，到了2019年GoShare也加入戰場。 然而使用者在享受方便的共享服務的同時，也帶給其他人的不方便，違停、破壞及車廂內用品遺失的狀況也屢見不鮮。本研究希望透過分析共享服務的特性，了解造成亂象的根本原因，並且探討如何設立一套會員制度來有效杜絕問題。 本研究透過創新循環架構(VPS)來促進思考建立會員制度的邏輯，並把信用評分(Credit Score)的概念融入到共享機車服務的會員管理制度上，並且藉由過去用於績效管理的增強理論(Reinforcement Theory)來應用在激勵會員上，讓用戶有目的性的去遵守信用評分機制，並且設定一系列的措施，來防範機制的失靈。 本研究除了建立一套共享機車業者可以參照的會員制度模板，讓共享服務所產生的亂象能夠有所改善，再者，也會朝更策略性的角度探討，如在策略合作、商業模式(Business Model)上是否也能夠帶來加值，讓信用評分成為共享服務不可或缺的關鍵成功因素。

The popularity of mobile devices and the concept of sharing has made people rely on sharing-related services increasingly in their lives. It has accordingly attracted numerous investors to join the market of sharing services. Especially, there are a great deal of scooter owners in Taiwan, which results in investors’ focus on the sharing services of scooters as time went by. In 2017, WeMo Scooter became the first scooter sharing company in Taiwan. iRent, afterwards, participated in the competition with GoShare came after in 2019. However, while users enjoy the convenience that sharing services provide, it also brings inconveniences to people such like illegal parking, scooter damage and loss of supplies in the under seat storage. This study expects to analyze the characteristics of sharing services to understand the root cause of chaos, and explore how to establish a membership system to eliminate problems effectively. This research facilitates deliberation upon the logic of establishing a membership system through VPS, and integrates the concept of credit score into the membership management system of scooter sharing services. By applying reinforcement theory, which was utilized in performance management, in motivating users, it allows users to voluntarily comply with the credit scoring mechanism. A series of measures are as well created to prevent the failure of the mechanism. This study contains a set of membership system module that scooter sharing companies can refer to, in order to improve the chaos generated from sharing services. Furthermore, it also touches strategic applications with the topic of, for instance, collaborative strategies and Business Model so as to make credit score an indispensable critical success factor for sharing services.