| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 96 === In the humanity material civilization, the appearance of the car is a huge revolution that the humanity move a way. While the car brings the convenience for the humanity, also brings the threat and the challenge for people''s life and the environment, such as the environment and problems of discarding pollution, parking,etc., those destroy the ecology seriously. In the last few years, along with the rise of environmental protection consciousness, rising a current of green consumption which encourages consumers to use green products to replace the higher pollution products to reach “pattern change” and “amount change”. Appear the new thinking of another green consumption under this principle–“Product Service System”. Product Service System means to convert the selling of goods to the services , only provides the consumer “the right of use”, but the “ownership” of the goods belong to the service providers. This concept applies to the humanity to ponder again in move way, and the most representative is “car sharing”. Under the foundations of serious environmental problems and the change of consumption pattern, car sharing only provides consumer with “the right of use”, but the “ownership” of the cars belong to the service providers, hopes to take this way to reduce consume of energy fast, other ecology problems and enhances the cars’ efficiency to achieve green consumption spirits.However, the car has the meaning of the sign symbol in Chinese world. Chinese consumers are in the environment problem with the serious cognition, whether can accept car sharing? This research is examining the influence of the attitude and acceptance of car sharing from consumers’ life style and personality.
This research send out 380 questionnaires and recalls the questionnaire amount as 369, finally valid questionnaire is 354, valid rate of the questionnaire recall is 93.16%. The result of study reveals:(1)Different life style really have significant influence on consumer attitude and acceptance toward car sharing.The attitude and acceptance toward car sharing of non-materialism group and actively predominate group is better than others.(2) Different personality really have significant influence on consumer attitude and acceptance toward car sharing. The attitude and acceptance toward car sharing of internals is better than externals.(3) In the Different demography, age and monthly income have significant influence on consumer attitude toward car sharing. The age, education and monthly income have significant influence on consumer acceptance toward car sharing.(4)There is significant correlation between the attitude and acceptance toward car sharing.
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