永續消費意識對共享經濟的影響──以Airbnb 為例

The Effects of Consciousness for Sustainable Consumption for Sharing Economy: The Case of Airbnb

本研究之目的為探討消費價值及永續消費意識對共享經濟顧客參與的影響，以及檢驗永續消費意識在消費價值與顧客參與之間所產生的中介作用。研究對象選定Airbnb使用者採用問卷調查的研究方法，共回收566份有效問卷。研究結果發現，消費價值及永續消費意識對顧客參與有顯著影響，且永續消費意識在此影響中存在部分中介作用。本研究在學術上以永續消費意識在顧客參與的應用；實務上則作為企業制定平台行銷策略之建議。

The purposes of this study are to explore the effects of Customer Value and Consciousness for sustainable consumption on sharing economy Customer Engagement and to examine the mediating effects of Consciousness for sustainable consumption in the relationships between Customer Value and Customer Engagement. The research object selects Airbnb users and adopts the research method of a questionnaire survey. The results (N=566) showed that Customer Value and Consciousness of sustainable consumption，had significant influences on Customer Engagement，while Consciousness of sustainable consumption partially mediated the above-mentioned influences. In the academic field，this study contributes to the application of Consciousness for sustainable consumption theory on sharing economy Customer Engagement. It also provides suggestions for corporates to develop effective Platform marketing strategies managerially.