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| Title: | 從消費者觀點探討信任與不信任在共享經濟中的角色：以Airbnb為例
Discussing the role of trust and distrust in sharing economy from consumer viewpoint: The case of Airbnb |
| Authors: | 陳彥安
Chen, Yen-An |
| Contributors: | 洪為璽
楊建民
Hung, Wei-Hsi
Yang, Jiann-Min
陳彥安
Chen, Yen-An |
| Keywords: | 共享經濟
信任
不信任
關係承諾
持續使用意圖
sharing economy
trust
distrust
relationship commitment
continued use intention |
| Date: | 2019 |
| Issue Date: | 2019-08-07 16:07:27 (UTC+8) |
| Abstract: | 過去信任相關的研究已經很多，但不信任卻近幾年才開始被討論，且大多還是著重於信任研究。因為過去研究者把信任與不信任視為同一維度的兩端，但近年來發現信任與不信任是兩個不同的概念，反應自不同腦區，且可以同時存在。共享經濟興起後，信任議題已經被探討了幾年，但不信任在共享經濟中的研究目前還未找到一個明確的定位。本研究以Airbnb為例，欲探討出顧客信任和不信任共享經濟平台的前因是否有差異，以及其對關係承諾與持續使用意圖的影響程度是否不同，進而探討原因。
本研究針對使用過Airbnb一次以上的民眾進行問卷調查，總共回收502份問卷，其中456份有效問卷。研究發現，顧客對平台中間商的信任有顯著影響的因素有熟悉度、資訊保護、能力、仁慈、正直與信任傾向；而顧客對平台中間商的不信任有顯著影響的因素有資訊保護、能力與正直。透過雙因素理論可以解釋在此情境下的保健因子有資訊保護、正直與能力，而激勵因子為熟悉度、資訊保護、能力、仁慈、正直與信任傾向。
此外，研究發現顧客對平台中間商的信任會透過關係承諾中介，才影響持續使用意圖，並不會直接影響持續使用意圖，但顧客對平台中間商的不信任可以直接影響持續使用意圖，由此可知，信任與不信任在共享經濟領域中扮演不同的角色。
There were many researchers studied “trust” in the past, but “distrust” only started to be discussed in recent years. Yet, most studies were still focused on “trust”. Trust and distrust were believed to be the opposite ends in the same dimension, but recently trust and distrust were found out to be two different concepts which react in different parts of human brain that could coexist.
Trust issues were studied in years after the popularization of sharing economy, but there is not yet a clear understanding of distrust. With Airbnb for example, this research want to figure out whether the antecedent of the trust or distrust on sharing economy platform exist differently or not, also figuring out how they influence on relationship commitment and continued use intention.
In this study, we surveyed people who used Airbnb more than once, and collected a total of 502 questionnaires, including 456 valid questionnaires. The study found that some factors have a significant impact on customers’ trust in intermediary, including familiarity, information protection, ability, benevolence, integrity, and trust. The factors that have a significant impact on customers’ distrust in intermediary are information protection, ability and integrity. Through Two-Factor theory, we found out that the hygiene factors in this situation include information protection, integrity and ability. The motivations are familiarity, information protection, ability, kindness, integrity and trust.
In addition, the study found that customers` trust in intermediary will not affect continued use intention directly, it will affect it through relationship commitment. Yet, the customer`s distrust in intermediary can directly affect continued use intention. It means that trust and distrust play different roles in the sharing economy. |
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| Description: | 碩士
國立政治大學
資訊管理學系
106356028 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106356028 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900485 |
| Appears in Collections: | [資訊管理學系] 學位論文
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