使用文字探勘與結構方程模型推衍影響消費者接受共享汽車之關鍵因素

Abstract

近年來，由於全球化的趨勢與資通訊技術的快速發展，衍生許多新興商業模式，「共享經濟」(sharing economy)為此大勢之下，由顛覆性創新所催化的新市場。共享經濟強調以提高效率與可持續性的方式，分享使用效率欠佳的資產，帶來新的商機。隨著共享經濟逐漸被人們接受，共享汽車也成為人們出行的新選項。惟目前共享汽車於亞洲新興經濟體之滲透率仍低，了解影響消費者接受共享汽車的要素行為成為極重要之因素。隨著社群媒體的發展，多數消費者習慣經由社群媒體發表對產品的評論或服務的體驗結果，因此，行銷人員與學者開始探勘社群網站，瞭解消費行為。惟少有研究探勘社群網站，並瞭解影響消費者接受共享汽車之因素。因此，本研究以台灣主要社群媒體ptt.com為資料來源，探勘與共享汽車相關的貼文，並分析消費行為。首先，本研究選取關鍵詞，並利用主題分析擷取主題，並將之歸入整合科技接受模型(Unified Theory of Acceptance and Use of Technology，UTAUT)之各構面，接著導入偏最小平方結構方程模型（Partial Least Squares Structural Equation Model，PLS-SEM），來驗證理論模型。研究結果指出，績效預期、社會影響、努力預期對於消費者選擇共享汽車的使用意圖為顯著關聯，而促進條件也影響消費者的選擇。此結果，可供共享汽車相關產業作為商業策略制訂或重新設計服務之依據，亦可為其他共享服務業者設計服務、訂定策略之用。New business models have emerged due to globalization and information and communication technologies. For example, the"sharing economy" is a new market catalyzed by disruptive innovation. Sharing economy shares inefficient assets efficiently and sustainably, creating new business opportunities. As the sharing economy has gained acceptance, car-sharing has become a new travel option, but the penetration is still low. So, understanding the factors that influence consumers' acceptance of car-sharing is important. As social media has developed, consumers are accustomed to posting product reviews and service experiences. Thus, marketers and scholars are exploring social media sites to understand consumer behavior. Despite the author's very limited knowledge, very few studies have mined social media sites to understand consumer acceptance of car-sharing. The study uses PTT.com to retrieve posts related to car-sharing and analyze consumer behavior. Keywords are selected, and topic models are used to retrieve topics. Topics are then grouped into aspects of the Unified Theory of Acceptance and Use of Technology (UTAUT). The Partial Least Squares Structural Equation Model (PLS-SEM) was introduced to verify the theoretical modelusing social media data.Based on the empirical results, performance expectation, social influence, and effort expectancy are significantly correlated with consumers' intention to use car-sharing, and the facilitating conditions also affect consumers' choices. The results can be used for business strategy development or service redesign in the car-sharing industry and service providers.