持續參與共享經濟之研究

Abstract

共享經濟，也稱為協同消費，是近十年來快速盛行的一種新興消費模式，受到學術界和實務界高度的重視，因此，瞭解人們為什麼會持續參與共享經濟活動是當今很重要的議題。以服務創新的服務主導邏輯的角度來看，共享經濟被視為是一個由共享活動和價值創造過程所建構的動態價值共創生態系統，以數位平台為中心來提升資源整合和服務提供的效能和效率。本研究以電子商務系統成功模式為基礎，結合了價值共創的觀點，提出研究模式來探討共享經濟平台對人們持續參與意圖的影響。本研究模式認為共享經濟平台是由一系列資訊系統所組成，可透過資訊系統成功模式來探討共享經濟平台須具備的功能及品質面向，但是建置一個成功的共享經濟平台除了系統與技術面特質(例如：系統品質、資訊品質與服務品質)的影響之外，還必須同時考量使用者在平台上動態的互動過程，價值共創是在互動過程當中產生，形成參與者體驗，進一步影響到認知價值、使用者滿意度、持續參與的意圖與散播正向口碑的意圖。本研究透過網路蒐集來自Airbnb消費者的問卷資料，研究結果發現：(1)系統品質與資訊品質顯著影響使用者認知價值與使用者滿意度；(2)服務品質正向影響使用者認知價值；(3)價值共創的互動對消費者體驗有正向且顯著的效果，而消費者體驗會影響認知價值與使用者滿意度；(4)認知價值、使用者滿意度與消費者體驗都是使用者持續參與共享經濟與散播正面口碑很重要的決定因素。本研究展現共享經濟平台的關鍵品質面向，提供給實務者作為增進平台設計與服務的參考，同時說明平台上價值共創的互動過程-增加有效的互動與形成有意義的體驗；並且推進創新協作平台在學術理論上的發展，可作為未來相關研究的基礎。

The sharing economy, also known as collaborative consumption, has gained prevalence in the past decade, attracting attention from both academia and practitioners. Understanding why people continuously participate has become a critical issue. Through the lens of service-dominant logic of service innovation, sharing economy is configured as a dynamic value co-creation ecosystem for sharing activities and value creation. The digital platform is central to facilitate the efficiency and effectiveness of resources integration and service provision. This study proposes a research model which extends the E-commerce system success model with perspective of value co-creation to investigate the platform influences on post adoption intentions. The model simultaneously considers the influences of platform quality (categorized as system, information, and service) and the dynamics of value co-creation process (in terms of value co-creation interaction and experience orchestration) on perceived value and user satisfaction, which leads to continuous participation (intention to continue participation and intention to positive word-of-mouth) in the sharing economy. The model was tested with data from Airbnb users via a web survey. The findings include: (1) system quality and information quality significantly determine perceived value and user satisfaction; (2) service quality positively influence perceived value; (3) value co-creation interaction has significant effects on experiences; and (4) perceived value, user satisfaction and experiences are critical predictors of users’ intentions to continue participation and spread positive word-of-mouth in the context of sharing economy. This study reveals that the key quality concerns in a sharing economy platform and provide practitioners levers that can be used to improve platform services, and shed light on the value co-creation process by increasing effectual interactions and nurturing meaningful experiences. In addition, the research advances theoretical development in the area of the innovative collaborative platform and provides a sound foundation for further research.