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研究生: 李文豪
Lee, Wen-Hao
論文名稱: 針對共享平台中不同使用者之最佳說服策略研究
Research on the best persuasive strategies for different users in sharing platforms
指導教授: 施勵行
Shih, Li-Hsing
學位類別: 碩士
Master
系所名稱: 工學院 - 資源工程學系
Department of Resources Engineering
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 230
中文關鍵詞: 共享經濟 、共享平台 、說服科技 、說服策略 、使用者類型
外文關鍵詞: sharing economy, sharing platform, persuasive technology, persuasive strategy, user's type
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  • 本研究首先將使用者區分為資源提供者與資源接受者,再透過使用者行為歷程圖分析其使用情況,從一開始的找尋平台行為到最後進行推廣共享行為,試圖以說服科技理論,去改變使用者對於共享的態度與行為。本研究首先透過文獻回顧,蒐集說服相關的理論以及各種行為改變的策略,再與專家進行討論後篩選出可行的候選策略,接著以故事版的問卷形式,透過SPSS17統計軟體分析其結果,並根據使用者在性別、年齡層以及所得層產生差異時,給出不同使用者於共享平台中的最佳說服策略參考表。
    本研究與專家探討後,篩選出提供者之最佳策略為4項,分別為讚美、權威、顏色以及虛擬物件策略;接受者的最佳策略除了前述4項,還有網路俚語策略共5項,首先以提供者全體受測者的統計結果顯示,在共享房屋平台中,設計者可以透過虛擬物件策略的應用,產生有效且顯著的影響;從性別差異探討時,除了提供者使用共享交通與共享美食平台時,讚美策略會產生顯著性的影響,其餘說服策略在性別差異的情況下,無論使用者為提供者或是接受者,都不會產生顯著的影響,本研究之所有成果希望可以對後續的共享平台設計者有所幫助,讓資源的使用可以朝向永續性的發展。

    This research first divides users into resource providers and resource receivers, and then analyzes their usage through the user behavior history diagram, from the initial search for platform behavior to the final promotion of sharing behavior,
    trying to persuasive technological theories to change User's attitude and behavior
    towards sharing. This research first collected persuasive related theories and
    various behavior change strategies through literature review, and then discussed
    with experts and screened out feasible candidate strategies. Then, in the form of a
    story questionnaire, the results were analyzed through SPSS17 statistical software.
    When users have differences in gender, age group, and income group, a reference
    table of the best persuasive strategy for different users in the sharing platform is
    given. After discussing with experts in this research, the best strategies for
    selecting providers are praise, authority, color, and virtual object strategies. In
    addition to the mentioned 4 strategies, the receiver’s best strategies include
    online slang strategies. First, the statistical results of all test subjects of the provider
    show that in the shared housing platform, the designer can have an effective and
    significant impact through the application of virtual object strategies; when
    discussing gender differences, except for the provider’s use of shared
    transportation When sharing a food platform, the praise strategy will have a
    significant impact. The other persuasive strategies will not have a significant impact
    regardless of whether the user is the provider or the receiver under the gender
    difference. All the results of this research hope It can be helpful to subsequent
    sharing platform designers, so that the use of resources can be developed towards
    sustainability.

    中文摘要 I Extend Abstract II 致謝 V 目錄 VI 表目錄 IX 圖目錄 XII 第一章 緒論 1 1-1 研究背景與動機 1 1-2 研究目的 4 1-3 研究流程 5 第二章 文獻回顧 7 2-1 共享經濟與共享平台 7 2-2 說服科技、說服科技行為模型 10 2-3 說服系統設計 18 2-4 行為改變策略 30 第三章 共享平台之可行說服策略分析與問卷設計 40 3-1 研究架構 40 3-2 常用共享平台之種類介紹與劃分 42 3-2-1 使用者類型之共享平台的使用歷程分析 45 3-2-2 共享平台案例分析整理 52 3-3 使用者類型之共享平台的說服策略應用 60 3-4 使用者類型於共享平台之說服策略整合 66 3-5 Fogg行為模型應用於共享平台 71 3-6 故事版之問卷設計與發放 82 第四章 研究結果 85 4-1 問卷樣本人口統計分析 85 4-1-1 提供者調查問卷結果分析 85 4-1-2 接受者調查問卷結果分析 88 4-2 說服策略於各共享平台之建議評估 90 4-2-1 提供者於共享平台之說服策略評估 90 4-2-2 接受者於共享平台之說服策略評估 94 4-3 共享平台用戶之不同變數於說服策略建議 98 4-3-1 用戶性別差異於共享平台與說服策略之說服力 98 4-3-1-1 提供者性別差異於共享平台之說服力 98 4-3-1-2 接受者性別差異於共享平台之說服力 102 4-3-2 用戶年齡差異於共享平台與說服策略之說服力 106 4-3-2-1 提供者年齡差異於共享平台之說服力 106 4-3-2-2 接受者性別差異於共享平台之說服力 111 4-3-3 用戶所得差異於共享平台與說服策略之說服力115 4-3-3-1 提供者所得差異於共享平台之說服力 115 4-3-3-2 接受者所得差異於共享平台之說服力 119 4-4 說服策略於不同共享平台之使用者應用建議 123 4-4-1 提供者之最佳說服策略於共享平台應用 123 4-4-2 接受者之最佳說服策略於共享平台應用130 第五章 結論與建議 137 5-1 結論 137 5-2 建議 139 參考文獻 140 附錄 146 附錄一 使用者之共享平台使用歷程表 147 附錄二 共享平台之用戶使用說服策略表 183 附錄三 共享平台用戶之說服策略改善問卷 186

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    書籍資料
    1. 第三次工業革命:世界經濟即將被顛覆,新能源與商務、政治、教育的全面革命
    網路資料
    1. 國家教育研究院
    https://terms.naer.edu.tw/detail/3276564/(進入時間:2020/09/05)
    2. 理財網
    https://www.moneydj.com/KMDJ/Wiki/WikiViewer.aspx?KeyID=38e2a33a-9a61-46c4-8bcd-ea64d51969c5(進入時間:2021/01/13)
    3. 台灣網路資訊中心報告
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    4. 鉅亨網:共享的新經濟模式
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