分析消費者使用汽車共享意圖行為之研究

Abstract

以往汽車被人們視為動產，具有所有權。在人潮擁擠寸土寸金的城市中，汽車所帶來的負擔，逐漸為人們所體會。自從協作經濟、協同消費和共享經濟模式大量文獻被提出後，允許無所有權具有使用權，透過共享、交換、租賃共創經濟價值。汽車共享為一全新的消費行為，隨時24小時提供小時計費的汽車租賃服務，使用者可以按需求的時間、地點以APP租車、還車、付費。使用者免去昂貴買車費用與折舊、保養費支出、購買產險責任險費用、購買昂貴停車位、支付賦稅、停車費等日積月累的耗費支出，所有權與使用權之間的淨收益，極具經濟效益。本研究採用科技接受模式，以便利條件、品牌形象、經濟效益做為外部變數與TAM之知覺有用性、知覺易用性、使用態度(動機)以及使用意圖等構面發展問卷內容，針對台北市與新北市進行問卷調查，收集有效實證分析資料，以了解汽車共享的發展進程。研究結果顯示，在單因子變異數檢定上，不同年齡、教育程度、年收入以及使用汽車共享頻率上，對於汽車共享服務評價具有差異。26至35歲的受測者對於便利條件、經濟效益、知覺有用性、知覺易用性和使用態度評價最高；36至45歲的受測者對使用意圖的評價最高；46至55歲的受測者對品牌形象的評價最高。便利條件、品牌形象和經濟效益對知覺有用性、知覺易用性、使用態度和使用意圖具有較強的影響。使用態度(動機)對使用意圖的影響最為顯著。對未來接續的研究啟示包括擴大研究區域範疇，探討其他理性行為變數對消費者共享行為的影響。例如對車輛安全依附性、排除車輛故障的依附性、個資以及行車路徑保密的隱私依附，全新清潔消毒的品質以及與AI自動無人駕駛結合等議題，進一步研究汽車共享的未來發展。In the past, cars were regarded as movable property and owned by people. In crowded cities where every inch of land is expensive, the burden brought by cars is gradually realized by people. Since a large number of documents on the collaborative economy, collaborative consumption, and sharing economic models have been proposed, no ownership is allowed to have the right to use, and economic value is created through sharing, exchange, and leasing.Car sharing is a brand-new consumer behavior. It provides 24-hour hourly car rental service at any time. Users can rent, return and pay for a car with the APP according to the time and place they need. Users avoid expensive car purchase expenses and depreciation, maintenance expenses, purchase of property insurance liability insurance expenses, purchase of expensive parking spaces, payment of taxes, parking fees, etc. The net income between ownership and use rights is extremely high. economic benefits.This study adopts the technology acceptance model, takes convenience, brand image, and economic benefits as external variables, and develops the content of the questionnaire in terms of TAM's perceived usefulness, perceived ease of use, attitude (motivation), and intention to use, targeting Taipei City. Conduct a questionnaire survey with New North Trend to collect effective empirical analysis data to understand the development process of car sharing. The results of the study show that in the single factor variance test, there are differences in the evaluation of car sharing services in terms of age, education level, annual income and frequency of car sharing. Respondents aged 26to 35 rated convenience, economic benefit, perceived usefulness, perceived ease of use, and attitude towards use the highest; respondents aged 36 to 45 rated intent to use highest; respondents aged 46 to 55 rated highest Respondents rated brand image the highest. Convenience, brand image and economic benefits have a strong impact on perceived usefulness, perceived ease of use, use attitude and use intention. Use attitude (motivation) has the most significant impact on use intention.Implications for future follow-up research include expanding the scope of the research area and exploring the impact of other rational behavior variables on consumers' sharing behavior. For example, issues such as the dependence on vehicle safety, the dependence on troubleshooting vehicles, the privacy dependence on the confidentiality of personal information and driving routes, the quality of new cleaning and disinfection, and the combination with AI automatic driverless driving, etc., further study the future development of car sharing.car.