影響共享經濟顧客參與的因素──以共享汽車為例

The Factors Effects Of Customer Engagement in the Sharing Economy:A Study of Sharing Cars

在當今市場上，公司希望消費者不僅會消費他們的產品和服務，還可以透過不同的參與行為間接影響其他人。研究動機希望調查可能促使消費者與共享汽車互動的因素。首先，進行紮根途徑研究以開發概念的規模和理論框架，然後以定量方法來測試規模和框架。基於四種消費者價值觀、所有權意識和顧客參與度的視角開發模型並提出以所有權意識為干擾項進行驗證。透過2022 年的相關二手數據和共享經濟文獻查閱，本研究共收集到 486 服務個案，調查結果如下：共享汽車的消費價值可以分為四種類型，包含社會價值、技術價值、情感價值以及經濟價值。其次，所有權意識皆直接影響顧客參與行為。第三，所有權意識並沒有在消費價值和顧客參與之間成為干擾因素。

In today’s market companies hope that customers can not only consume their products or service but also indirectly Influence other customers through different engagement behaviors. The motivation for this study was to investigate the factors that may drive customers to interact with shared cars. First, a grounded approach study is conducted to develop a scale and theoretical framework for concepts. Then, a quantitative approach is performed to test the scale and framework. It the based on a perspective of four consumer values, ownership consciousness, and customer engagement, and develops model, and puts forward validation with the consciousness of ownership as a distractor. Through collecting the relevant secondary data of the case from 2022 and sharing economy literature review, this study has collected 486 events of services. The findings are described as follows: The consumption value of shared cars can be divided into four types, including Social Value, Technical Value, Emotional Value, and economic Value. Second, the inclusion of a sense of ownership directly and directly affects customer engagement behavior. Third, the ownership consciousness does not establish interference factors between consumption value and customer participation.