近年來，在資訊通訊科技(Information Communication Technology, ICT)和社群網路(Social Network)的迅速發展之下，人們對於獲取知識內容的需求不斷上升，知識變現(Knowledge Monetization)的潮流因而逐漸萌芽。知識變現是一種將知識打造成商品/服務的形式，並透過網路平台來販售的一種經濟型態。此種消費模式是基於共享經濟(Sharing Economy)與協同合作(Collaborative Consumption)而發展出來的，過去有關共享經濟與協同消費的研究大多與有形資產相關，並且在知識分享(Knowledge Sharing)領域的文獻中，都是以知識提供者的探討為主。因此，本研究將從知識需求者/消費者的角度出發，探索知識產品/服務這種無形資產有哪些因素可以讓消費者願意付費購買。我們以價值採用模型(Value-based Adoption Model)為基礎，並從其他文獻中整理出可用來做為消費者評估知識產品價值的因素，並進一步探討其對消費者購買意圖之影響。本研究使用線上問卷，並以台灣團隊開發的PressPlay為例來進行設計，總共回收188份有效樣本，並透過統計分析確保本研究量表具有足夠信度與效度。研究結果顯示，知識產品特性中的相對優勢、問題解決性與社交性對消費者感受產品之價值有正向影響，該價值也會進而影響消費者的購買意圖；然而，其獲取好品質性、降低相關交易成本，與所帶來的金錢成本和時間成本並非是影響消費者對知識產品感受價值的重要因素。此外，消費者對於付費文化之認同也會正向影響其購買意圖。最後，本研究根據研究結果提出結論和理論與實務上的建議，期望對未來相關領域的研究有所助益。

Recently, with the rapid development of information communication technology (ICT) and social network, the demand for acquiring knowledge content is gradually rising, which led the trend of knowledge monetization. Knowledge monetization is an economic pattern that experts or internet celebrities transform knowledge content into products/service to sell on the online platforms. The development of this consumption model is based on sharing economy and collaborative consumption. In the past, the studies on sharing economy and collaborative consumption mostly related to tangible assets, and the literatures in knowledge sharing focused on knowledge provider’s exploration. Hence, this study explores what factors does the intangible asset, knowledge product/service, affect consumer’s intention to buy from the perspective of knowledge demander/consumer. We take the value-based adoption model as the basis and compile the factors from other literatures to evaluate the value of knowledge products by consumers, and further examine its impact on consumers’ purchase intention. This study used PressPlay, which is established by a Taiwanese company, as the case to design the questionnaire. To ensure the reliability and validity, we use the statistic applications to analyze 188 valid samples. The research results reveal that “relative advantages”, “problem solving”, and “social interaction” of knowledge products all have positive influences on consumer’s perceived value, and the “perceived value” further affects consumers’ purchase intention. However, the “get good knowledge”, “reduce transaction cost”, “monetary cost”, and “time cost” are not main factors relate to consumer’s perceived value of knowledge products. In addition, consumer’s “willingness to pay” also positively influences the purchase intention. Finally, based on the research results, we propose some conclusions of implications and suggestions of future studies.

論文審定書 i
論文公開授權書 ii
誌謝 iii
摘要 iv
Abstract v
Content vii
List of Figure ix
List of Table x
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation and Research Purpose 3
Chapter 2 Literature Review 6
2.1 Knowledge Monetization and Cognitive Surplus 6
2.2 Sharing Economy and Collaborative Consumption 9
2.3 Value-based Adoption Model 14
Chapter 3 Research Model and Hypotheses 21
3.1 Hypotheses Development 21
3.1.1 Benefits 21
3.1.1.1 Relative Advantages 22
3.1.1.2 Get Good Knowledge 24
3.1.1.3 Problem Solving 25
3.1.1.4 Reduce Transaction Cost 26
3.1.1.5 Social Interaction 27
3.1.2 Costs 28
3.1.3 Perceived Value and Intention to Buy 29
3.1.4 Willingness to Pay 30
3.1.5 Consumption Experience 32
3.2 Research Model 33
3.3 Operational Definition 33
3.4 Measurement 34
3.4.1 Subject of Research 35
3.4.2 Questionnaire Design 35
3.5 Sampling and Data Collection 38
Chapter 4 Data Analysis 41
4.1 Demographic Statistics 41
4.2 Measurement Validation 44
4.2.1 Common Method Variance 44
4.2.2 Reliability and Validity 46
4.2.3 Collinearity Diagnostics 53
4.3 Model and Hypotheses Testing 53
Chapter 5 Conclusion and Implication 59
5.1 Results and Discussion 59
5.1.1 Online Knowledge Products’ Characteristics 60
5.1.2 Consumers’ Perceptions and Consumption Intention 61
5.1.3 The Effects on Willingness to Pay 62
5.1.4 The Influences on Consumption Experience 63
5.2 Academic and Practical Implications 64
5.2.1 Implications for Academic 64
5.2.2 Implications for Practice 65
5.3 Limitations 66
5.4 Suggestions for Future Study 67
Reference 69
Appendix 82

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