近年來，協同消費服務在全球掀起一股熱潮，其主要之宗旨為以使用權代替所有權，令人們不再必要購買多餘的物品，避免資源浪費及過度生產，而這樣的經濟現象稱作共享經濟。其中，協同消費服務的代表Airbnb，在台灣已有眾多的使用者，即便其仍是不合法的，使用人數仍持續的成長。本篇研究採用自我決定理論推論出兩個內在動機以及兩個外在動機，另外加上社會影響因素：社會規範，探討消費者之動機及社會影響因素是否會透過知覺顧客價值對於Airbnb產生再使用意願。並且探討兩個人格特質：無規範及個人創新性是否會對知覺顧客價值及再使用意願有干擾效果。
本研究以成功使用過Airbnb至少一次以上之消費者為受測對象，使用線上問卷方式發放問卷，共回收了268份樣本。
以SPSS進行敘述性統計、信效度分析，並以結構方程模式（SEM）進行模型的驗證，研究結果顯示：一、內在動機：知覺環境永續對於顧客知覺價值並無顯著影響，但知覺享樂會正向顯著影響知覺顧客價值；二、外在動機：經濟利益及社會利益對知覺顧客價值有正向顯著影響；三、社會規範會正向顯著影響知覺顧客價值，此變數過去較少被使用在協同消費服務當中；四、無規範的人格特質對於知覺顧客價值有干擾效果，無規範之傾向越高，會增強知覺顧客價值；五、個人創新性對於再使用意願有干擾效果，當個人創新性越高，會增強再使用意願。

In recent years, collaborative consumption has blown up all over the world, which conceptualized “access to” instead of “ownership”. Thus, collaborative consumption can avoid wasting resources and overconsumption. Airbnb, one of the representative collaborative consumption services, has attracted a lot users in Taiwan. Even though it is illegal in Taiwan, the users of Airbnb in Taiwan still growing up today. We adopt self-determination theory to posit the motivations, including intrinsic and extrinsic motivations. Moreover, we consider social norm as the social influence factor to investigate the influences toward perceived customer value. Besides, we consider the personalities: Normless and personal innovativeness as the moderator in our proposed model.
This study used self-administered questionnaire method through internet to collect data. Samples were targeted at the customers of Airbnb who had booked accommodation through Airbnb successfully at least once. A total of 268 questionnaires are collected and 261 samples are valid.
After conducting descriptive statistical analysis reliability analysis by SPSS, we analyze the relationships among motivations, social influence factor, perceived customer value and reuse intention by structural equation modeling (SEM). We get following conclusions: 1. Sustainability do not have influence on customer value 2. Enjoyment, social benefit, economic benefit, social norm are positively influence customer value. 3. Normlessness and personal innovativeness will play a moderating role toward customer value and reuse intention.

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