資訊管理學報
林淑瓊;張銀益;戴逸民;褚詠震;
頁: 233-268
日期: 2025/07
摘要: 合作消費是共享經濟現象的一種服務創新之消費行為，改變人們過往的消費習慣與生活經驗，是具有環保意識與利他主義的願景，實徵研究也指出經濟利益是參與的主要動機，但相對於消費者參與合作消費的心理模式則尚未明確。本研究以消費體驗之內在心理轉變過程的心理模式觀點，探究消費者參與合作消費之價值訴求、經驗模組與參與意圖之影響關係。研究中共回收268份具有合作消費經驗的參與者之資料，並以偏最小平方法進行模型分析。研究結果說明，合作消費情境之心理模式觀念架構，解釋參與者是透過價值訴求的認知，影響經驗模組的感受，進而有參與的行為意圖產生。而經驗模組的行動體驗乃是影響參與合作消費意圖之主因，亦即參與合作消費所觸動到的是改變原有生活型態的行動體驗，並且價值訴求之知識性價值是最主要的影響因素，其次是功能性價值、情感性價值與條件性價值，亦即此四種價值是參與合作消費的重要價值訴求。本研究結果對學術界進行合作消費的心理模式探究進行理論延伸，對於實務界則說明進行合作消費的商業模式經營時，要能從增強四項價值訴求與行動體驗著手，以能彰顯服務創新的效果。
關鍵字: 共享經濟;合作消費;心理模式;價值訴求;經驗模組;參與意圖;
Abstract: With advancements in information and communication technologies and the rise of the sharing economy, public interest in collaborative consumption has increased, garnering considerable scholarly attention. While collaborative consumption is often associated with values such as environmental sustainability and altruism, empirical research suggests that economic benefits are the primary motivator for participation. This study explores the relationship between value pursuit, strategic experiential modules, and participatory intention within the context of collaborative consumption, using mental models as a theoretical framework. Data were collected through questionnaires administered to individuals with prior experience in collaborative consumption and analyzed using partial least squares (PLS). The findings reveal a conceptual framework in which value pursuits shape participants’ cognitive processes, which in turn influence their experiences with strategic experiential modules. These experiences subsequently drive their behavioral intentions. Notably, action experiences emerged as the strongest predictor of participation, while epistemic value (e.g., curiosity and novelty) within value pursuit significantly influenced action experiences. This suggests that participants are primarily motivated by the desire to satisfy epistemic values through collaborative consumption, leading to transformative experiences that reshape their lifestyles. This research provides valuable insights into the mental models that underlie consumer behavior within the sharing economy and collaborative consumption. For practitioners, these findings emphasize the importance of strategically leveraging the four key value pursuits to enhance action experiences and effectively showcase service innovation within collaborative consumption business models.
Keywords: Sharing Economy, Collaborative Consumption, Mental Model, Value Pursuit, Strategic Experiential Modules.;
瀏覽次數: 27310 下載次數: 2094
引用 導入Endnote
頁: 233-268
日期: 2025/07
摘要: 合作消費是共享經濟現象的一種服務創新之消費行為，改變人們過往的消費習慣與生活經驗，是具有環保意識與利他主義的願景，實徵研究也指出經濟利益是參與的主要動機，但相對於消費者參與合作消費的心理模式則尚未明確。本研究以消費體驗之內在心理轉變過程的心理模式觀點，探究消費者參與合作消費之價值訴求、經驗模組與參與意圖之影響關係。研究中共回收268份具有合作消費經驗的參與者之資料，並以偏最小平方法進行模型分析。研究結果說明，合作消費情境之心理模式觀念架構，解釋參與者是透過價值訴求的認知，影響經驗模組的感受，進而有參與的行為意圖產生。而經驗模組的行動體驗乃是影響參與合作消費意圖之主因，亦即參與合作消費所觸動到的是改變原有生活型態的行動體驗，並且價值訴求之知識性價值是最主要的影響因素，其次是功能性價值、情感性價值與條件性價值，亦即此四種價值是參與合作消費的重要價值訴求。本研究結果對學術界進行合作消費的心理模式探究進行理論延伸，對於實務界則說明進行合作消費的商業模式經營時，要能從增強四項價值訴求與行動體驗著手，以能彰顯服務創新的效果。
關鍵字: 共享經濟;合作消費;心理模式;價值訴求;經驗模組;參與意圖;
Exploring the Participative Intention of Collaborative Consumption in Environmental Thinking of Sharing Economy-The Perspective of Consumer Mental Model
Abstract: With advancements in information and communication technologies and the rise of the sharing economy, public interest in collaborative consumption has increased, garnering considerable scholarly attention. While collaborative consumption is often associated with values such as environmental sustainability and altruism, empirical research suggests that economic benefits are the primary motivator for participation. This study explores the relationship between value pursuit, strategic experiential modules, and participatory intention within the context of collaborative consumption, using mental models as a theoretical framework. Data were collected through questionnaires administered to individuals with prior experience in collaborative consumption and analyzed using partial least squares (PLS). The findings reveal a conceptual framework in which value pursuits shape participants’ cognitive processes, which in turn influence their experiences with strategic experiential modules. These experiences subsequently drive their behavioral intentions. Notably, action experiences emerged as the strongest predictor of participation, while epistemic value (e.g., curiosity and novelty) within value pursuit significantly influenced action experiences. This suggests that participants are primarily motivated by the desire to satisfy epistemic values through collaborative consumption, leading to transformative experiences that reshape their lifestyles. This research provides valuable insights into the mental models that underlie consumer behavior within the sharing economy and collaborative consumption. For practitioners, these findings emphasize the importance of strategically leveraging the four key value pursuits to enhance action experiences and effectively showcase service innovation within collaborative consumption business models.
Keywords: Sharing Economy, Collaborative Consumption, Mental Model, Value Pursuit, Strategic Experiential Modules.;
瀏覽次數: 27310 下載次數: 2094
引用 導入Endnote