隨著網路科技的普及，人們得以掌握的資訊與資源日益擴增，也透過各式平台的整合讓人們得以從中獲得供應或是需求上的滿足。伴隨著共享經濟的盛行，像Airbnb此類的平台將越來越受到矚目，然而過去的確有許多關於共享經濟的研究，但確切針對平台使用者之滿意程度、使用前後的期望落差與需求做一實際的探討和追蹤乃鮮少被關切的，因此本研究以Airbnb為研究主體來了解Airbnb房東對於Airbnb平台的持續使用意圖。以過去文獻作為研究基底，進而發展出我們的研究假說與模型。
我們以期望不確認理論為基底延伸出的期望確認理論模型，輔以社交、經濟、知識三效益之確認程度，來了解Airbnb房東的持續使用意願與三者間的相關程度。而且我們也加入了認知愉悅性、認知有用性及信任三個因素來了解Airbnb房東對於平台的滿意度和持續意圖之影響。研究結果發現除了經濟效益以外，社交效益和知識效益也都對Airbnb房東的持續使用意圖有正向影響。雖然Airbnb房東不見得覺得社交效益和知識效益都是非常有用的，但如果他們感受愉悅和享受也會讓他們想要繼續使用平台。另外，信任與風險息息相關，所以對於平台的信任的確也能提升Airbnb房東的持續使用意圖。Airbnb乃為世界各地所用，當使用者的真實感受與需求透過研究被關注與反映，便能增加獲得實質改善的機會，使用者的需求亦更能被看見、增加人們的使用意願，有助於提升Airbnb整體策略規劃、使用效益及發展。

Nowadays, with the prevalence of a sharing economy, platforms such as Airbnb will garner greater attention. More and more people would like to have the right to use rather than have ownership of a product. Most prior studies have adopted many different perspectives to explore the sharing economy. Few have attempted to examine users' satisfaction and investigate the expectation-performance discrepancy on sharing economy platforms. Hence, our study views Airbnb as the main subject, in order to understand the continuance intention of Airbnb hosts. We use the Expectation Confirmation Theory model, supplemented by social, economic, and epistemic benefits, to understand the Airbnb host's intention to continuous use and the degree of correlation among the three. We also analyzed three factors that are perceived enjoyment, perceived usefulness, and trust to understand the satisfaction of Airbnb hosts for the platform and the impact of continuous intentions. The results of the study found that apart from economic benefits, social and epistemic benefits also have a positive impact on the continuance intention of Airbnb hosts. Although Airbnb hosts don’t necessarily feel that social and epistemic benefits are very useful, if they feel pleasure and enjoy the experience, then they will want to continue to use the platform. Nevertheless, trust and risk are closely related, so trust for the platform can also enhance the Airbnb hosts' intention of continuous use. When the real feelings and needs of the users are understood through research, they can increase the chances of achieving substantial improvement. To that end, the users' needs are also more visible, it increases people's intention to use, and helps improve Airbnb’s strategic plan, use efficiency, and platform development.

Contents
論文審定書 i
中文摘要 ii
Abstract iii
Contents iv
List of Figures vi
List of Tables vii
1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Purpose 4
2. Literature Review 6
2.1 Sharing Economy 6
2.1.1 Definition of Sharing Economy 6
2.1.2 Drivers of Sharing Economy 10
2.2 Expectancy Theories 13
2.2.1 EDT 13
2.2.2 ECT 15
3. Research Model and Methodology 18
3.1 Research Model 18
3.2 Hypothesis Development 18
3.3 Sampling and Data Collection 25
3.4 Demographic Analysis 27
3.5 Constructs and Measurements 29
3.6 Measurement Model 33
3.6.1 Common Method Variance 33
3.6.2 Reliability and Validity 36
4. Analysis and Discussion 43
4.1 Data Analysis 43
4.2 Discussion 46
5. Conclusion and Implications 49
5.1 Conclusion 49
5.2 Academic Implications 50
5.3 Practical Implications 50
5.4 Limitations, Suggestions for Future Study 51
References 53
Appendix 59

List of Figures
Figure 2-1 Expectation-Disconfirmation Theory…………………………………………..14
Figure 2-2 (Bhattacherjee, 2001) ECT model………………………………..……………17
Figure 3-1 Research Model…………………………………………………………...…….18
Figure 4-1 Structural Model and Path Coefficient…………………………………………43

List of Tables
Table 2-1 Three types of Sharing Economy……………………………………………........9
Table 3-1 Sample Demographic…………………………………………………….….…....27
Table 3-2 Construct Operational Definitions and Items……………………………………30
Table 3-3 Results of Harman’s Single Factor Test…………………………………………34
Table 3-4 Results of the Marker Variable Technique……………………………………....35
Table 3-5 Results of the Marker Variable Technique (Adjusted)………………………….35
Table 3-6 Cross-Loading………………………………………………………………….......36
Table 3-7 Measurement of Reliability and Validity ………………………………………....38
Table 3-8 Descriptive Statistics and Correlation Matrix…………………………………....40
Table 3-9 Variance Inflation Factors………………………………………………….……...42
Table 4-1 Results of Hypothesis Testing……………………………………………………..45

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