臺灣博碩士論文加值系統

近年來共享經濟的快速發展下，面臨了許多困境和挑戰，其中尤以「信任」問題為之首要。而衍生自區塊鏈技術的智能合約即具有自動執行、不可修改性、加密安全性、匿名性，可降低違約風險等特質，可強化租賃雙方之間的信任。因此，本研究除透過計畫行為理論探討消費者對智能合約結合共享住宿平台之使用意圖，另在行為信念構面中加入「安全性」、「隱私性」的衡量構面要素，分析是否對消費者使用意圖有所影響。
本研究採用問卷調查法，針對具線上消費能力者為問卷調查對象，進行資料蒐集與分析。研究結果發現，消費者對智能合約結合共享住宿平台所持態度、主觀規範及知覺行為控制及使用的行為意圖間均呈現顯著正向相關。相較於主觀規範，則以態度、知覺行為控制對於使用的行為意圖較為高度顯著。另研究中亦發現，當消費者有聽過智能合約結合共享住宿平台，相較於沒聽過者則具有較強烈的使用行為意圖。
本研究也同時證實，影響消費者使用意圖的主要因素為行為態度及知覺行為控制，若改善平台交易隱私性與安全性則可以提高使用意圖。因此，建議相關平台業者除了應提供平台上的相關資訊及問題解決方法外，另外也要積極向大眾推廣智能合約結合共享住宿平台的概念並使操作介面便於消費者使用，以提高消費者對智能合約結合共享住宿平台之使用意圖。

With the growth of sharing economy, it brings many difficulties and challenges, especially the trust. Smart contracts which derived from blockchain technology are auto-executed, non-modifiable, encrypted security, anonymity, low-risk, and so on.
Features of smart contracts can strengthen trust between tenants and landlords. In addition to explore consumers’ behavioral intention toward using smart contracts combined with shared accommodation platforms based on Theory of Planned Behavior, this study also adds "security" and "privacy" to the dimension of behavioral belief to verify whether "security" and "privacy" have impact on consumers’ behavioral intention.
This study collects data by a designed questionnaire, and sends questionnaires to those consumers who are able to shop on line. The results indicate that all of consumers’ behavioral intention toward using smart contracts combined with shared accommodation platforms, the attitude, the subjective norm and perceived behavior control are significantly and positively related. To compared to the subjective norm, the correlation of consumers’ behavioral intention with the attitude and the perceived behavior control are higher than the subjective norm .When consumers have heard of smart contracts combined with shared accommodation platforms, their behavioral intention are stronger than others.
This study also confirms that the perceived behavior control has the greatest influence on behavioral intention, the second is the attitude. And when the privacy and security of online transaction on platforms get improving, consumers’ behavioral intention toward using smart contracts combined with shared accommodation platforms will enhance. In addition to provide relevant information and assistant, the business entities should build easy-to-use platforms and promote related concepts to consumers at the same time, with these conditions, consumers’ behavioral intention toward using smart contracts combined with shared accommodation platforms will also enhance.

中文摘要
ABSTRACT
誌謝
目錄
表目錄
圖目錄
第壹章緒論
一、研究背景與動機
二、研究目的
第貳章文獻探討
一、共享經濟
二、共享住宿平台－Airbnb
三、網路交易信任
四、智能合約
五、計畫行為理論
第參章研究方法
一、研究架構
二、衡量構面與研究假設
三、問卷設計與調查對象
四、資料分析方法
第肆章資料分析結果
一、消費者背景變項分析
二、消費者使用意圖之各因素分析
三、消費者背景變項於各因素之差異分析
四、消費者使用意圖之各構面相關分析
五、消費者使用意圖之各構面複回歸分析
第伍章結果與討論
一、總結
二、貢獻
三、建議
參考文獻
一、中文
二、英文
三、其他
附錄一

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