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研究生: 林俐
Li Lin
論文名稱: 共享電動機車之環境、經濟與可用性考量對使用態度與轉換意圖之影響
The Environmental, Economic and Available Concerns on the Attitudes and Switching Intentions of the Sharing Electric Scooters
指導教授: 曾盛恕
Seng-Su Tsang
口試委員: 呂志豪
Shih-Hao Lu
陳家祥
Ja-Shen Chen
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 58
中文關鍵詞: 共享經濟共享電動機車轉換意圖態度
外文關鍵詞: Sharing Economy, Sharing Electric Scooters, Switching Intention, Attitude
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  • 全球政府為解決交通堵塞和空氣污染問題,紛紛擬定嚴格的交通工具排放法規,促使交通工具走向電動化,同時運用共享交通工具服務補足大眾運輸系統不足、降低私有車輛的數量。在台灣,機車購入門檻低、機動性高,平均每戶擁有2.3輛機車,總數量高達1384萬輛,名列全球機車密度第一。台灣政府為提供完善的交通服務和減少機車數輛,各縣市開始引進共享電動機車服務,縱使台灣共享電動機車的發展起步晚於歐洲,但台灣人騎機車的習慣使得境內共享電動機車數量快速超越許多歐洲國家。

    本研究為協助台灣成功減少私有機車的數量,探討民眾轉換使用共享電動機車的意願。以持有機車駕照的社會大眾作為研究對象,總共收集960份有效問卷。結果顯示環境關注、經濟利益與車輛可用性顯著影響民眾對共享電動機車的態度
    。態度中介環境關注與轉換意圖之間的關係;態度中介經濟利益與轉換意圖之間的關係;態度中介車輛可用性與轉換意圖之間的關係。


    In order to solve the problems of traffic jams and air pollution, governments around the world have drafted strict regulations on vehicle emissions to promote the electrification of vehicles. At the same time, the governments use sharing transportation services to supplement the shortage of public transportation systems and reduce the number of private vehicles. In Taiwan, scooters are cheap and high mobility, with an average of 2.3 scooters per household and 13.84 million scooters. The density of scooters ranks first in the global. In order to provide comprehensive transportation services and reduce the number of scooters, the Taiwan government began to introduce sharing electric scooters service. Even though the development of sharing electric scooter in Taiwan started later than Europe, the Taiwanese habits of riding scooter makes number of sharing electric scooter quickly surpasses many European countries.

    In order to assist Taiwan successfully reducing the number of private scooters, this study examine the public’s switching intention of riding sharing electric scooters. Collected 960 valid questionnaires and all the respondents have driving licenses. The results show that environmental concerns, economic benefits, and vehicle availability significantly affect attitudes toward sharing electric scooters. The attitude mediate relationship between environment concerns and switching intention, the relationship between economic benefits and switching intention, and the relationship between vehicle availability and switching intention.

    目錄 1. 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 3 1.3 研究流程 4 2. 文獻回顧 5 2.1 共享經濟起源與定義 5 2.2 共享經濟的種類 6 2.3 共享交通概況 8 2.3.1. 歐美共享電動機車發展 13 2.3.2. 亞洲共享電動機車發展 16 2.4 轉換意圖(Switching Intention) 18 2.5 環境關注(Environmental Concern) 19 2.6 經濟利益 (Economic Benefit) 20 2.7 車輛可用性(Vehicle Availability) 21 2.8 態度(Attitude) 21 2.9 政策刺激(Policy Stimulus) 22 3. 研究方法 24 3.1 研究架構 24 3.2 研究假說 25 3.3 問卷設計 25 3.4 研究對象及資料收集 27 3.5 資料分析方法 27 3.5.1 結構方程模式分析(Structural Equation Model Analysis) 28 3.5.2 信度分析(Reliability Analysis) 28 3.5.3 效度分析(Validity Analysis) 28 4. 資料分析 29 4.1 敘述性統計 29 4.2 信度檢驗 31 4.3 效度檢驗 32 4.4 結構方程模式 33 4.4.1 中介與調節效果-環境關注 33 4.4.2 中介與調節效果-經濟利益 35 4.4.3 中介與調節效果-車輛可用性 37 5. 結論與建議 40 5.1 結論 40 5.2 學術貢獻及管理意涵 41 5.3 研究限制 42 5.4 未來研究方向 43 參考文獻 44

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