摘要
在共享經濟架構下，應用線上應用程式來促成住屋、汽車、工具與設備，甚至是共乘、煮飯與居屋清掃等之分享行為，是相當普徧可見的模式。因此本研究旨在以參與者之觀點，檢視台灣國內於共享經濟的成長潛力，以便評估參與者對於共享模式的經驗值。本研究透過新技術、社會價值、環境價值、個人購買優先順序、線上商譽，以及文化動機等構面，作為評估從事共享經濟行為經驗的變項，所得之匿名問卷透過SPSS軟體執行變異數分析、T檢定以及複迴歸分析。所得之分析結果顯示，六個假設僅成立二個：IT技術的提供對空間的共享有顯著影響，而對於服務與財務的共享行為較其次；社會價值則顯著影響在財務與物品的分享動機，其次則是服務與空間；至於環境價值、個人購買優先序、信任與與線上商譽，以及文化價值，則未具影響共享行為的顯著性。
關鍵詞: 新興技術、社會價值、環境價值、文化價值、購買優先序、信任與線上商譽、共享經濟Abstract
In the Sharing Economy, people use online apps to facilitate the sharing of homes, cars, tools and equipment, as well as services such as rides, meal preparation, and domestic housekeeping. This study examined the potential for growth of the Sharing Economy in Taiwan, monitoring participants based on their past and current use and awareness of various sharing apps and services. Participation in the Sharing Economy was observed and analyzed with the constructs of new technologies, social values, environmental values, personal purchase priorities, online reputation, and cultural motives. Collected data remained anonymous and SPSS analysis for ANOVA, T-test and Multiple Regression were conducted. Results confirmed 2 of 6 hypotheses, showing that Use of Technology has a significant influence on Sharing Space and a lesser significance on Sharing of Services and Money in Taiwan. Social Values significantly influence participant’s Sharing of Money and Goods, and, to a lesser extent Services and Space. It was found that Environmental Values, Personal Purchase Priorities, Trust and Online Reputation, and Cultural Values have no significant influence on Sharing Behavior.
Keywords: Emerging Technologies, Social Values, Environmental Values, Cultural Values, Purchase Priorities, Trust and Online reputation, Sharing Economy