隨著共享經濟與數位科技快速發展，網路叫車平台已成為人們日常交通的重要選擇，改變了傳統運輸服務的供需結構與消費型態。為因應市場結構的快速轉變及乘客多元化的需求，本研究以台灣地區曾使用過網路叫車平台的消費者為研究對象，探討其服務體驗如何透過品牌社會認知影響用戶對平台的共創價值行為，並進一步依據使用者對應用程式功能特性（包含資訊性、可及性、互動性及個人化）的重視程度進行分群，分析不同群體在行為影響機制上的差異性。
本研究透過問卷調查與實證分析，發現平台的服務體驗能顯著提升用戶對品牌能力與品牌溫暖的認知，進而促進用戶的積極參與行為。其中，品牌溫暖對於促進顧客公民行為具有特別顯著的正向影響，而心理擁有感在其中扮演干擾變項，能強化品牌溫暖對顧客參與行為及顧客公民行為的正面影響，卻同時削弱品牌能力對上述行為的影響力。此外，研究也顯示，不同群體的用戶在各變項間的路徑關係上存在顯著差異，說明不同用戶會影響其對平台的認知與後續行為。
研究結果，本研究提出具體的管理建議，建議平台業者除持續強化服務功能的可靠性外，更應注重與用戶之間的情感連結，透過建立溫暖、可信賴的品牌形象，提升用戶的心理擁有感與參與意願。同時，業者亦應考量用戶異質性，針對不同群體的功能需求進行差異化經營，提供客製化的服務與互動機制，以有效提升用戶促進更多的共創價值行為，進一步強化市場競爭力並確保長期經營成效。

This study explores how service experiences on ride-hailing platforms influence users’ value co-creation behaviors through brand social cognition. Focusing on users in Taiwan, it examines how brand competence and brand warmth affect participatory behaviors and customer citizenship behavior. User segmentation is also conducted based on preferences for app functionalities.
Data were collected via an online survey and analyzed using structural equation modeling and latent class analysis. The findings show that service experiences enhance brand perceptions, which in turn increase users’ intentions to engage in future supportive behaviors. Brand warmth strongly influences customer citizenship behavior. Psychological ownership moderates these effects, strengthening the role of brand warmth while weakening brand competence. Path differences across user groups highlight the impact of functional preferences.
The study suggests that platforms should improve both service functionality and emotional connection. Tailored strategies based on user needs can enhance loyalty and encourage value co-creation, contributing to sustainable platform growth.

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