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Why People Use a Sharing Economy Platform: A Transaction Cost and Valued-based Perspective
Hou, Hsiao Chi
Liang, Ting Peng
Lin, Yi Ling
Hou, Hsiao Chi
|Issue Date: ||2017-08-28 13:38:23 (UTC+8)|
Sharing economy is an emerging trend with rapid growth. Many firms such as Uber and Airbnb have taken advantage of the sharing platform to provide innovative services. However, many more have failed after a substantial amount of investment. Not much research has conducted with regard to why consumers chose to use some sharing services but not others. In this research, the value-based perspective and the transaction cost theory are adopted to build a research model for explaining users’ intention to accept a sharing platform. In our model, transaction costs of using the sharing platform is considered as a sacrifice, while economic and non-economic benefits are the benefit side of the model. Uncertainty and asset specificity are considered two main factors that affect the transaction cost.
A questionnaire survey was conducted to evaluate the research model. A total of 476 responses were received. SmartPLS3.0 was used to analyzed the data. The results indicate that perceived value is negatively affected by the transaction cost and positively affected by benefits gained from the platform. Perceived value has a significant effect on users’ intention to adopt a service provided on a sharing platform.
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0104356031|
|Data Type: ||thesis|
|Appears in Collections:||[資訊管理學系] 學位論文|
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