以多角色觀點探討使用者參與協同消費的動機

Abstract

協作消費，或稱共享經濟，在近年快速成長。而協作消費又屬於一種電子市集，在平台上存在著兩種不同角色，包含買方及賣方。為了進一步了解在協作消費中使用者的行為特質，本研究以多角色觀點，分別針對買方與賣方進行探討主要影響使用者參與協作消費的因素。本研究提出四項影響行為之因素，包含經濟利益、社交利益、永續性以及享樂性。本研究蒐集來自Airbnb使用者的問卷，並得到來自房東與房客的問卷結果。結果顯示對於平台上的不同角色而言，影響行為之因素有所不同。對賣方而言，經濟利益是促使使用者參與協作消費的主要原因，其次為社交利益與永續性。而對買方而言，享樂性是主要影響參與之因素，經濟利益對使用者也會有影響，然而社交利益與永續性並非使用者所考量之因素。並於最後根據研究結果對於實務界提出相關建議。

Collaborative consumption, also called sharing economy, has grown rapidly in recent years. Collaborative consumption is a kind of marketplaces which consist of two different groups, including suppliers and buyers. To better understand the behavioral characteristics of participants in collaborative consumption, this study aims to investigate the determinants of participation in collaborative consumption from a multiple perspective view, which differentiates participants into suppliers and buyers. Four determinants of participation in collaborative consumption are proposed. This study employs survey data gathered from people who have experience in Airbnb service. The results from suppliers (hosts) and buyers (guests) show that the determinants vary from different groups in collaborative consumption. For suppliers, economic benefit is the prime reason for them to use collaborative consumption service, followed by social benefit and sustainability. However, for buyers, the most important determinant is hedonic, and economic benefit has effect on the participation. Social benefit and sustainability are not reasons considered by buyers. Finally, research and practical implications are discussed.