Uber概念源於共享經濟，利用行動裝置媒合提供服務的空車給需要搭乘的乘客，2013年7月開始導入台北，Uber的出現擾亂了原有的社會秩序，衝擊計程車業者的經營，而在媒體和輿論也有不同的評價，政府更是認定Uber屬違規營業，因此影響民眾採用的意願。研究從反向的角度，以創新抵制觀點探討影響消費者採用Uber之因素。
研究採用Ram and Sheth（1989）創新抵制的理論模型為架構，參考文獻與深度訪談調查發現，信任為共享經濟的關鍵因素，故於本研究模型加入信任障礙，同時排除理論原有的傳統障礙。研究以使用障礙、價值障礙、風險障礙、形象障礙和信任障礙等5項來源因素均影響創新抵制為前提，探討各障礙構面的影響程度與關聯性。
研究發現，針對Uber創新抵制來源因素中，信任障礙至為關鍵，無論在影響程度，女性對其認知感受相較於男性，也有明顯的差異，此外，與風險障礙和形象障礙同時具有顯著之關聯性。最後，建議共享經濟型態的創新產業在制定其推廣策略時，若能優先排除消費者所面臨的信任障礙，將有助於提高消費者嘗試與體驗的意願，順利擴展創新。

The concept behind Uber originates from the sharing economy. This platform proposes the adoption of mobile devices for finding empty cars for passengers who require transport. Uber was introduced into Taipei in July 2013, and its rapid emergence since then has caused huge ramifications to different aspects of society, particularly the taxi industry. The media and the public have differing opinions regarding the issue, and the government has declared Uber as an illegal business, thus augmenting the people's reluctance accept the platform. Paradoxically, the present study explores the factors that motivate consumers to use Uber from the perspective of innovation.
The theoretical models of resistance to innovation proposed by Ram and Sheth (1989) are utilized as the framework in the present study. On the basis of relevant references and in-depth interviews, trust is found to be a key factor for the sharing economy. Therefore, the experimental model includes the barriers to trust but disregards the existing conventional barriers in theory. On the basis of five source factors that influence the resistance to innovation, namely, consumers’ barriers to use, value-based pricing, risk control, image building, and trust, the influence and relevance of the barriers are explored from different aspects.
Among the source factors that influence the resistance to innovations in Uber, the barrier to trust is crucial. Regardless of the degree of influence, a notable difference can be observed between females and males with regard to the cognitive experience. Moreover, it has a significant correlation with the barriers to risk control and image building. Finally, the barriers to trust faced by consumers should first be excluded when formulating promotion strategies for creative industries in the form of sharing economy. Such exclusion would be helpful in improving the consumers’ willingness to attempt and experience, which in turn leads to smooth expansion and innovation.

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