The Study of Collaborative Consumption Behavior: A Service-Dominant Orientation Perspective

• Main Authors: CHIU, YU-CHI, 邱鈺淇
• Other Authors: TSENG, CHI-HSING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/bx367m

碩士 === 國立屏東大學 === 行銷與流通管理學系碩士班 === 105 === In practice, collaborative consumption (sharing economy) has attracted much attention in recent years and has become a business model for innovation or entrepreneurship in all walks of life. Among many collaborative consumption platforms, Airbnb is the most representative one. However, there are different developments in different countries. This research collects samples from Taiwan and China, which are fast growing in Airbnb, TICK members, and historic Asia Pacific Markets. In academic, there is a gap between the academic research focused on circular economy and the practice report focused on service technology. Moreover, prosumer personality traits and two-side (multi-side) platform have not been discussed in the collaborative consumption research. Therefore, this research applies the concept of Service-Dominant Orientation to explore how platform’s service-dominant orientation capabilities influence platform prosumers’ behaviors. This research treats prosumers’ personalities as the moderator. This research treats Airbnb and its hosts as the platform and prosumer respectively. In data collection, Airbnb platform can not send questionnaires. This study collects the list of Airbnb’s host respondents and questionnaires through the Facebook, backpackers, and pixnet in Taiwan, while China is through weibo, douban, and zhihu. A total of 89 valid questionnaires were collected. The sample data were analyzed by SmartPLS 3. Research results show that the platform's service-dominant interaction capabilities affect prosumer’s perceived value through trust, thereby affecting continuance intention. Nevertheless, the path of affective commitment to continuance intention, and the moderating effect of personalities are not significant. In addition, the PLS-MGA results show that there is a significant difference in the path of perceived value to trust in the two Asia Pacific market, in the path of service-dominant interaction capabilities to affective commitment and perceived value in the early participants and recent participants, and the path of different intensity in three prosumer categories (run by owner, run by agent, project manager). On research contribution, we examine collaborative consumption for classification, find out the characteristics of collaborative consumption, and research on the collaborative consumption of C2C intangible assets. Second, the service-dominant orientation to the empirical and the prosumer’s personality moderating effect check. Third, two Asia Pacific market, prosumer categories, and join time are divided into groups for path analysis.