由於資訊與通信科技的發展以及環保意識的抬頭，帶動了共享經濟的發展，許多提供租賃服務以達到資源共享的商業模式出現，也受到廣大消費者的歡迎，但這種共享資源的模式也存在著風險。而這些風險是否會影響到消費者對於共享資源行為的參與? 本研究以問卷調查法，利用SPSS統計軟體之迴歸分析發現以下結果：
1、 消費者知覺風險對於參與共享經濟以及使用行動商務的網路租賃行為意圖會有顯著影響。
2、行動商務特性對於消費者網路租賃服務行為意圖有顯著的影響。
3、知覺風險對於共享經濟與行動商務特性有負向顯著影響。

SUMMARY

The information and communication technologies and the rise awareness of environment protection have enabled sharing economy. The rental service becomes a sensation on the internet. In this article we investigate people’s motivations to participate in rental service on internet. The results show that participation in rental service on internet is motivated by the factors such as sharing economy and mobile payment system(MPS) characteristics.

INTRODUCTION

Information and communications technologies (ICTs) have enabled the rise of so-called “Collaborative Consumption”: the peer-to-peer-based activity of obtaining, giving, or sharing the access to goods and services, coordinated through community-based online services (Juho Hamari, Antti Ukkonen, Mimmi Sjoklint, 2015). As peer-to-peer coordinated products and services increasingly constitute competition for traditional businesses in many areas, understanding the underlying user motives of provision and consumption is key (Florian Hawlitscheck, Timm Teubner, Henner Gimpel, 2016). This article is focus on internet rental service investigate people’s motivations to participate in sharing economy.

MATERIALS AND METHODS

A Web survey “Mysurvey” was conducted among a sample of 103 users; a total of 94 valid questionnaires. Appropriate statistical analyses were used to analyze the data. The sample groups of female (65.7%) than men (34.3%); the aged around 25-34 is 58.8% of the total sample, each additional interval average of 7.8% ~ 9.8%; education were mostly concentrated in the universities and research institutes 45.1% 40.2% 85.3% share in total number of samples; occupation average dispersed, each of the top three students 17.6%, manufacturing 14.7% information Technology 12.7%.

RESULTS AND DISCUSSION

1. Sharing economy positively influences behavioral intentions to participate in online rental service. Results from the data analysis show that consumers share in the economic sustainability, reducing environmental damage are very identity. Display the shared economic benefits can reduce the negative impact on the environment, energy saving and carbon reduction (Brady, Diane, 2014, Rudenko, Anna, 2013).
Shared economic exchange patterns as early as years ago already, collaborative consumption (collaborative consumption). In 1978 Nian, Felson and Spaeth made through the point system (peer to peer, P2P) platform or market using the swap and share to object barter, lease transactions and other means of consumer behavior patterns of things reactivated. Therefore, this model is widely accepted because of this exchange behavior has existed for many years, which is consistent with the hypothesis of the present study four: Consumer Leasing innovative consumer Web behavior has a positive intention significant influence is not established, the concept of shared economy is not a new concept, so whether to accept new ideas or those who are accustomed to the old concepts can accept this way of consumption patterns.
2. MPS positively influences behavioral intentions to participate in online rental service. Since the proportion of people hold mobile devices increasingly high, the consumption patterns gradually transferred to mobile commerce, the majority of consumers rely on smartphones to get the services they need, such as Uber, a carpool experience so users can use the smartphone APP were called car service. (Posen, Hannah A., 2015). Data analysis results for the top options are convenience and anytime. Because of convenience and accessibility of wireless devices, making it no longer because of time or place can not e-commerce activities (Huang Beiling, 2001).
3. Perceived risk negatively influences sharing economy and MPS. The survey found that expected to pay, with the right to privacy significant negative impact on online rental service. Jiakai Jie (2015) share the most important fator is trust. It should be build authentication, personal reputation, criminal records, and privacy functions on shared economic platform. Data analysis also shows that people are most worried about the loss of money, although it is generally accepted that lease network consumption patterns, but most people still worry about the loss of money and a risk of capital outflow

CONCLUSION

Enterprises can develop online rental services with target customers, in order to enhance environmental protection and resource utilization as the main point. And people participating in a shared economy and the use of mobile commerce are most worried about the outflow of financial information, that will affect people and the use of a shared willingness to use mobile commerce. So enterprises should strengthen network security technology profile and increase the credit rating, so that the supply-side and demand-side can respect each other's acts or services do score, so that the later user can reference it. Credit rating in the online world is a very important part, can be used to reduce the perception of risk for people to increase the willingness to participate in a shared economy and the use of mobile commerce.

1. Böckmann, M. (2013). The Shared Economy: It is time to start caring about sharing; value creating factors in the shared economy. University of Twente, Faculty of Management and Governance.
2. Hamari, Juho; Sjöklint, Mimmi; Ukkonen, Antti (2015).”The Sharing Economy: Why People Participate in Collaborative Consumption" Journal of the Association for Information Science and Technology.
3. Leo Burnett (2014). “The Sharing Economy- Where We Go From Here”
4. John Hawksworth and Robert Vaughan(2014) “The Sharing Economy: How Will It Disrupt Your Business?”
5. Posen, Hannah A. (2015) “Ridesharing in the Sharing Economy: Should Regulators Impose Über Regulations on Uber?”Iowa Law Review. Nov2015, Vol. 101 Issue 1, p405-433. 29p.
6. Cohen, Boyd; Kietzmann, Jan (2014).”Ride On! Mobility Business Models for the Sharing Economy".Organization & Environment 27 (3),279-296.
7. Rachel BotsmanRoo Rogers (1922-01-01).”Beyond Zipcar: Collaborative Consumption". Hbr.org. Retrieved”2015-03-13
8. Changsu Kim a,1, Mirsobit Mirusmonov a , In Lee b(2010) “An empirical examination of factors influencing the intention to use mobile payment”
9. Featherman and Pavlou (2002) “PREDICTING E-SERVICES ADOPTION: A PERCEIVED RISK FACETS PERSPECTIVE”
10. Stone and Gronhaug (1993) Perceived Risk: Further Considerations for the Marketing Discipline
11. Venkatesh and Davis, (2000) “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies”
12. Mayer et al., (1995) “An Integrative Model of Organizational Trust”
13. D. Harrison McKnighta , Vivek Choudhuryb , Charles Kacmarc, (1998) “The impact of initial consumer trust on intentions to transact with a web site: a trust building model”
14. Bardhi, F., & Eckhardt, G.M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881–898.
15. Belk, R. (2007). Why not share rather than own? The Annals of the American
16. Academy of Political and Social Science, 611(1), 126–140.
17. Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715–734.
18. Belk, R. (2014b). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595–1600.
19. EU Environment. (2013). New research indicates Sharing Economy is gaining in importance. EU Environment Online Resource Efficiency Platform, May 2013, Retrieved from http://ec.europa.eu/environment/resource_efficiency/news/up-to-date_news/31052013_en.htm
20. Hennig-Thurau, T., Henning, V., & Sattler, H. (2007). Consumer file sharing of motion pictures. Journal of Marketing, 71(4), 1–18.
21. Blake, B. F., Neuendorf, K. A., & Valdiserri, C. M. (2003). Innovativeness and variety of internet shopping. Internet Research, 13(3), 156–169.
22. Clarke, I. (2001). Emerging value propositions for M-commerce. Journal of Business Strategies, 18(2), 133–149.
23. Dahlberg, T., Mallat, N., & Öörni, A. (2003a). Consumer acceptance of mobile payment solutions – Ease of use, usefulness and trust. Paper presented at the 2nd International Conference on Mobile Business, Vienna, Austria, June, 23–24.
24. Bauer, R. A. (1960), Consumer Behavior as Risk-Taking. In Hancock, R. S (ed.), Dynamic Marketing for A Changing World, Chicago: America Marketing Association, pp 389-398
25. 盧希鵬 (2016) “隨經濟：共享經濟之後的全新戰略思維”
26. 許心柔,(民103) “網路購物品牌形象、品牌信任、知覺價值、知覺風險對購買意願影響之研究－以網路購買服飾商品為例”
27. 黃嘉勝 (1994) 創新接受量表
28. 鄭凱達 (2008) 後場資訊在服務廣告中對消費者服務無形性與知覺風險的影響
29. 卓鈺惠 (2015) 行動支付使用意圖之探討：以心理帳戶理論為觀點
30. 李開復：共享經濟才剛開始，大部分服務業都會被顛覆http://www.bnext.com.tw/column/view/id/35267
31. 商業周刊 怎樣讓租車變成一種公益
http://www.businessweekly.com.tw/KBlogArticle.aspx?ID=2072&pnumber=2
32. 數位時代 Airbnb 房客意外身亡，安全問題是共享經濟的天生缺陷嗎？
http://www.bnext.com.tw/article/view/id/37953
33. 數位時代拚合法落地，Airbnb共同創辦人來台與政府對話
http://www.bnext.com.tw/article/view/id/37756