The Impact of Sharing Economy and Brand Image on the Behavioral Intention to Use Uber

• Main Author: 龎汝茜
• Other Authors: Kuo Hsiung Chang Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/35255207530048027874

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 105 === Abstract： The purpose of this study is to explore the shared economy, which can reallocate idle resources and generate economic effects. Sharing the economy can break the gap between classes, share assets, resources, time and skills from the web platform, And from the sharing of resources to obtain money; and network innovation also created many unprecedented business model, now gradually in the marketing concept, there has been a new business model "shared economy." In this study, the "brand image" is incorporated into the "perceptual risk - perceptual value - Uber use intention" to explore the interaction of the aforementioned variables. A total of 205 samples were collected from the northern, central, southern and eastern parts of Taiwan by questionnaire survey. In this study, the maximum likelihood method (ML) estimation is used in the linear structure relation model, and the original model and the competition model are analyzed. Perceived privacy has a positive effect on perceived risk, while perceived privacy has a positive effect on functional value. Perceptual privacy has a positive effect on perceived risk. Perceived risk has a positive effect on economic value, because of the positive effect of functional value on economic value. Perceived risk has a negative effect on perceptual quality, because economic value has a positive effect on perceptual quality. The brand image has a positive effect on Uber's intentions. To the industry in order to attract customers in the marketing, it must be in safety, price and service are so that consumers are satisfied and once again take the consumer will. In this study, we also put forward the meaning and limitation of research and management practice, and put forward suggestions for further feasibility in future research directions.