消費者選擇共享電動機車平臺的關鍵因素

A Study of Key Factors Affecting Consumer’s Selection of Electric Scooter-Sharing Platforms

近年，全球共享經濟市場產值快速成長，加上環保意識提升，出現將共享及電動機車結合的新商業模式，於是共享電動機車興起。目前業者間的競爭激烈，如何吸引消費者並維持其忠誠度，成為共享電動機車業者非常重要的一項挑戰。
本研究經文獻整理後，找出影響消費者選擇共享電動機車平臺之重要考量，建構出五個構面及二十三個關鍵因素之層級架構。接著由五位專家進行前測問卷後，展開正式問卷調查，共回收一百二十份有效問卷，並使用層級分析法來分析問卷。問卷結果顯示，影響全體受訪者選擇共享電動機車平臺的構面重要性排序為：產品、應用程式、服務、電池及行銷構面；而在前四項關鍵因素分別：續航力、車輛狀況、安全措施、易用性。接著，本研究分別就男性和女性受訪者做因素排序差異分析，而Spearman等級相關檢定顯示，兩群體可合併。
最後，本研究提出建議給業者和政府相關機構，期望共享電動機車業者可改善產品研發或平臺經營策略，而政府機構可作為制定運輸政策之參考。

In recent years, the growth in the global sharing economy market and a rise in environmental awareness have led to a new business model that combines sharing with the electric scooter. In light of fierce competition, attracting consumers and maintaining loyalty have become key challenges for electric scooter-sharing service companies.
This study identifies key factors affecting consumer selection of electric scooter-sharing service platforms through literature review and develops a hierarchy structure consisting of five dimensions and 23 key factors. Five 5 experts are invited to do the pre-test questionaire. Then, a formal consumer survey is performed and 120 effective copies of questionnaire are collected. Then, we analyze the questionaire using the AHP method. The results indicate that the ranking of key dimensions that influence all respondents’choices of electric scooter-sharing platforms is as follows:“product”,“application”,“service”,“battery”and“marketing”. In addition, the top four key factors are“endurance”,“vehicle condition”,“safety measures”and“usability”in that order. After ranking the dimensions and factors for male and female respondents separately and analyzing their differences, it is found via the Spearman’s rank correlation test that the two groups can be combined.
Finally, this study provides recommendations for electric scooter-sharing platforms and the government, so that the former can modify or enhance their product development or platform operation strategies, while the latter can develop appropriate transportation policies.