以計畫行為理論探討共享經濟之消費者使用共享汽、機車行為之研究：以iRent品牌為例

Exploring Consumers’Car and Scooter Sharing Behavior through the Theory of Planned Behavior: The Case of iRent

本研究旨在運用計畫行為理論（TPB），探討消費者態度、主觀規範與知覺行為控制對其使用iRent品牌之行為意圖的影響。本研究採問卷調查法，問卷採用李克特七點量表，研究對象為iRent品牌共享汽機車之消費者，回收有效問卷共403份。資料分析以結構方程模式進行整體研究模式的檢定，並以性別、收入與居住地等變項進行多群組比較分析。結果顯示，研究架構之整體配適度良好，態度、主觀規範與行為知覺控制對行為意圖皆達顯著影響。群組分析結果發現，性別在態度、主觀規範對行為意圖這兩條路徑上亦有顯著差異。研究結果可提供共享經濟與共享交通之相關研究參考，並提供政府與業者在推動永續共享交通政策與行銷策略上具體建議。

This study applies the theory of planned behavior to examine the influence of consumers’attitudes, subjective norms, and perceived behavioral control on their behavioral intentions toward the iRent brand. A questionnaire survey method was employed, using a 7-point Likert scale, and a total of 403 valid responses were collected from consumers of iRent’s shared car and scooter services. Structural equation modeling was used to test the overall research model, and multi-group analyses were conducted based on gender, income, and place of residence. The results demonstrated good model fit, with consumers’attitudes, subjective norms, and perceived behavioral control all exerting significant effects on their behavioral intentions. Moreover, gender was found to significantly moderate the relationships between consumers’attitudes, subjective norms, and behavioral intentions. The findings offer valuable insights into research on the sharing economy and shared mobility, providing practical recommendations for government and industry stakeholders on promoting sustainable transportation policies and effective marketing strategies.