共享經濟之平台信任機制：以Uber為例

The trust mechanism of platform of sharing economy: A case of Uber

共享經濟平台是建立在信任機制的基礎下而產生的創新商業模式，然而，過去相關研究大多著重於社群網站服務、網路行銷、線上交易安全機制之可靠程度、共享經濟的創新擴散等相關議題，較少深入探討共享經濟之平台信任相關議題。因此，本研究目的為基於信任模式的觀點下，建構一系統分析架構，進而探討共享經濟之平台信任機制。本研究採個案研究法，挑選Uber為研究個案，以「過程型信任」、「特質型信任」、與「制度型信任」等為分析架構。蒐集個案自2009年至2017年間之次級資料，以及進行專家深度訪談，並針對相關個案事件內容，採文本分析與內容分析法進行資料分析。本研究發現信任機制是以制度型信任為核心，而演化趨勢是由制度型信任朝向特質型信任與過程型信任；其次，在整體服務流程，制度型信任強調服務前之線上信任機制、過程型強調服務中之線下信任機制、而特質型信任強調整體服務後在社群間的信任機制；此外，制度型信任從線上信任機制朝向線下信任機制發展，最後依即時互動性與虛擬性之程度，本研究提出一新信任機制理論架構。

The platform of sharing economy is an innovative business model based on the trust mechanism. However, previous studies have focused on the issues related to community website services, online marketing, the reliability of online transaction mechanisms, the diffusion of innovation in sharing economy. There were few studies discussing trust-related issues of platforms of sharing economy. Therefore, this study aims to construct a systematic analysis framework based on the perspective of trust model, and then explore the trust mechanism of the platforms. This study adopts a case study method and selects Uber as a research case. The analysis framework consists of ''process-based trust,'' ''characteristic-based trust,'' and ''institutional-based trust.'' Collected data is the secondary data of Uber from 2009 to 2017. This study also conducted in-depth interviews with experts. The text analysis and content analysis methods were used for data analysis. This study found that the institutional-based trust is the core, and the evolutionary trend is from institutional-based trust towards characteristic-based trust and process-based trust; secondly, in the overall service process, institutional-based trust emphasizes the online trust mechanism before the service, process-based trust emphasizes offline trust mechanism during the service, and characteristics-based trust emphasizes the trust mechanism between communities after the overall service; in addition, institutional-based trust develops from online trust mechanism towards offline trust mechanism. Finally, based on the degree of real-time interaction and virtuality, this study proposes a new theoretical framework of trust mechanism.