An Exploratory Study of Why Customers Resist the Innovation of Uber

• Main Authors: Tsung-Han Tsai, 蔡宗翰
• Other Authors: Ruey-Huei Yeh
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/13801604295307751468

碩士 === 國立臺灣科技大學 === 工業管理系 === 103 === The concept behind Uber originates from the sharing economy. This platform proposes the adoption of mobile devices for finding empty cars for passengers who require transport. Uber was introduced into Taipei in July 2013, and its rapid emergence since then has caused huge ramifications to different aspects of society, particularly the taxi industry. The media and the public have differing opinions regarding the issue, and the government has declared Uber as an illegal business, thus augmenting the people's reluctance accept the platform. Paradoxically, the present study explores the factors that motivate consumers to use Uber from the perspective of innovation. The theoretical models of resistance to innovation proposed by Ram and Sheth (1989) are utilized as the framework in the present study. On the basis of relevant references and in-depth interviews, trust is found to be a key factor for the sharing economy. Therefore, the experimental model includes the barriers to trust but disregards the existing conventional barriers in theory. On the basis of five source factors that influence the resistance to innovation, namely, consumers’ barriers to use, value-based pricing, risk control, image building, and trust, the influence and relevance of the barriers are explored from different aspects. Among the source factors that influence the resistance to innovations in Uber, the barrier to trust is crucial. Regardless of the degree of influence, a notable difference can be observed between females and males with regard to the cognitive experience. Moreover, it has a significant correlation with the barriers to risk control and image building. Finally, the barriers to trust faced by consumers should first be excluded when formulating promotion strategies for creative industries in the form of sharing economy. Such exclusion would be helpful in improving the consumers’ willingness to attempt and experience, which in turn leads to smooth expansion and innovation.