| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 106 === In recent years, sharing economy firms are disrupting traditional industries across the globe. These firms bring significant economic, environmental, and entrepreneurial benefits. However, due to the regulations and environmental barriers, it is a challenge for the firms to promote the products or services to the public. But companies in this space can benefit from understanding the behaviors from users and consumers and creating good brand image.
The purpose of the study is to find out the relationships among brand image, experiential value, consumer innovativeness, price sensitivity and perceived risk. This section through a questionnaire survey of sample data analysis, the study questionnaires were distributed 421 questionnaires. SEM with LISREL computer program was used to analysis of each association. The results are as follows: (1) Higher brand Image has higher experiential value; (2) Higher brand Image has higher consumer Innovativeness; (3) Higher consumer Innovativeness has lower price sensitivity; (4) Higher price sensitivity has higher perceived risk; (5) Higher brand Image has lower perceived risk. Finally, the above findings provided some suggestions as a reference to improve service quality, and thus enhance competitiveness in the practical fields.
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