共享單車的行為意圖之相關研究

Abstract

近年來，共享經濟蓬勃發展，隨著時代演變及科技進步，其運作模式亦日新月異，無論是Uber、Airbnb之類全球性的共享經濟體系，或風靡全球各大城市的共享單車系統，亦或是如雨後春筍般推出的共享雨傘、共享充電寶、共享汽車，都正在改變人們的生活習慣。然而，因其資源共享的本質，也衍生出許多問題，如共享單車的違停、共享雨傘的破壞與共享充電寶的丟棄。本研究以中國大陸地區的無樁式共享單車系統為例，透過問卷調查的方式收集各大城市共享單車使用者的使用習慣以及想法，探討共享單車系統在運行上可能會遭遇的問題與困境，並設法提出解決方案。本研究包含「利社會行為」、「趣味性價值」、「有用性價值」、「社會性價值」、「黏著度」五大構面，透過社群網路及網際網路發放問卷，問卷量表採取李克特五點量表，總計回收有效問卷269份。本研究主要使用SPSS22及AMOS20統計軟體，並採用描述性統計、驗證性因素分析、信度檢驗、效度檢驗以及結構方程模型之配適度檢定、直接與間接效果分析進行資料分析。 研究結果發現(1) 共享單車使用者的利社會行為傾向對於其使用共享單車的趣味性價值與有用性有顯著正相關；(2) 共享單車使用者的趣味性價值、有用性價值及社會性價值與其對於共享單車的黏著度有顯著正相關；(3) 以利社會行為為出發點，透過提高消費者的體驗價值來提升滿意度，可間接提高消費者的黏著度。綜合研究結果可知，共享單車若以高度公德心來推動，可減少丟棄情況發生。In recent years, the sharing economy has flourished, which has caused changes in evolution, such as the advancement of science and technology. The operating model is changing rapidly, for example, the global sharing economy, such as Uber or Airbnb, or a shared bicycle system is popular in many cities around the world. In addition, even shared umbrellas, shared power banks, and shared cars, are changing peoples’ lifestyles. However, due to the nature of its resource sharing characteristics, there are many issues within the public morality, such as illegal parking of shared bicycles, the destruction of shared umbrellas, and the discarding of shared power banks. This study focuses on the uses of station-free bicycle sharing system in Mainland China. Questionnaire survey was used to understand the habits, ideas, problems and difficulties that may be encountered in the operation of shared bicycle systems in major cities. The study included five constructs “Prosocial Behavior,” “Hedonic Value,” “Utilitarian Value,” “Social Value,” and “Stickiness.” The questionnaire was distributed on social network using Likert scale and a total of 269 valid questionnaires were analyzed. This study used IBM SPSS 22.0 for Windows and AMOS 20.0 to analyze descriptive analysis, confirmatory factor analysis (CFA), reliability, validity, structural equation modeling (SEM). The results of the study found that (1) The propensity for prosocial behavior of shared bicycle users has a significant positive correlation with their hedonic value and utilitarian value of using shared bicycles. (2) The hedonic value, utilitarian value and social value of shared bicycle users has a significant positive correlation with their stickiness to shared bicycles. (3) Taking advantage of prosocial behavior as a starting point, increasing users experience value can increase the satisfaction, with an increase in satisfaction will indirectly enhance consumer stickiness. Conclude the result of research, if the sharing bicycle is promoted with public morality, it can reduce the occurrence of discards.