隨著時代變遷，每個人的家庭結構、生活型態、消費行為及價值觀…等方面，也隨之改變。再加上人們休閒時間的增加，因此外出旅遊的次數也隨之上升。而伴隨著網路時代的來臨，共享經濟（Sharing Economy）一詞逐漸被大眾知曉，其概念是強調將自己的閒置資源，透過網路平台分享、出租的方式，以合理的價格與其他有需要的人共用資源。也就是使用者以「租賃」取代「購買」。這一概念的出現，使得人們在出外旅遊時多了一種除了飯店與民宿之外的住宿選擇。 以P2P住房網站中的Aribnb為例，在預定該平台上之房源前，我們僅能參考房東所提供之房源照片及資訊，但無法證實這些資訊之真實性。而租賃雙方只能依靠網站上所述之評價來評斷對方之品行。但這一切的資訊都是可以造假的，因此我們該如何信任該平台上之對方，是一件很重要的事情。因此，我們可以透過區塊鏈技術來加強租賃雙方之見的信任，以及改善目前該住房網站所面臨的一些問題與痛點。 而區塊鏈是一種不依賴第三方、通過自身分散式節點進行網路數據的存儲、驗證、傳遞和交流的一種技術。該技術主要具有去中心化、透明性、開放性、不可竄改性及安全性…等性質。我們可以利用這些性質去強化租賃雙方之間的信任，以及確保儲存在該網站之所有資訊的真實性，使得使用該平台的所有用戶都擁有極大的安全性。因此，本研究將以共享經濟中著名的案例—Airbnb為例，探討目前Airbnb的營運模式、區塊鏈技術，以及加入區塊鏈技術後對Airbnb這個住房網站所帶來之影響。 / The number of outbound travel had increased a lot because of new living style. The sharing economy has also been emerged from the new internet age. The concept of sharing economy is to utilize idle resources, through the Internet platform to share, rent them at a reasonable price and other people in need. That is, people have new option to "lease" instead of "buy". In the case of sharing economy of housing such as Aribnb in the P2P housing website, people can only refer to the housing photos and information provided by the landlord before booking the premises on the platform, but people is not able to confirm the authenticity of the information. And both parties can only rely on the lease on the evaluation of the site to judge each other's conduct. But all this information might be false, so how do we trust the other side on the platform, is a very important issue. As a result, we can strengthen the trust of both parties through the blockchain technology and improve some of the problems and pain points facing the P2P housing website. Blockchain is a technology that doesn't rely on third parties to store, validate, transmit and communicate network data through its own distributed nodes. The technology has the characteristics of decentralized, transparency, openness and security and so on. These characteristics can strengthen the trust between the two parties and to ensure that all the information stored in the blockchain. Therefore, this thesis uses Airbnb as a case to discuss the current Airbnb operating model and the impact on business model with the addition of blockchain.

受到科技進步、消費者心態轉變、經濟因素三大條件驅動，共享經濟逐漸發展成具規模的集體社會趨勢，更被美國《時代週刊》列為「將會改變世界的十大主意」之一。本研究參考學者研究，將共享經濟定義為：「基於使多數人得以重複使用之目的，將閒置生產力透過中介平台，以群體合作進行有效率的點對點分享，並創造利益之商業模式」。 　　然而，隨著共享經濟企業的規模與版圖逐漸擴展，產業內既有的商業模式面臨破壞式創新所帶來的嚴峻挑戰和威脅，導致既得利益者企圖透過尋租行為要求政府禁止或限制共享經濟企業的營運，造成共享經濟發展受到限制。其中，尋租者多從「私人財產利用界線」及「平台與使用者間關係」來爭執共享經濟企業的合法性，且根據美國Uber案及Smart Apartment案判決分析，可再細部歸納得出「外部成本」、「契約性質」係爭議主因。 　　Airbnb係目前規模最大的私人住宅出租平台，為共享經濟十分成功的個案，使用者可將家中閒置空間刊登於平台上，短租給各地旅客。然而，多數城市均以法律規定業者需取得許可始能提供短期住宿服務，Airbnb使用者未獲得許可即於平台上提供住宅短租的行為，即產生適用法規上的合法性爭議。 　　本研究從「外部成本」及「契約性質」兩大角度切入，以紐約州檢察總長之Airbnb市場研究報告、Airbnb美國訴訟案以及我國日租套房判決，針對Airbnb「短租私人住宅」與「使用者利用平台」兩大行為做出我國法規適用之合法性討論，並企圖以立法管制、寇斯定理及社會規範，提出政府面對Airbnb於臺灣營運時可行之管理方式。 / Driven by the technological, changes, consumers’ purchase behaviors and the economy concern issues, sharing economy becomes a sizable social trend. Furthermore, Times magazine even ranks sharing economy as one of the ideas that would change the world. This research difines sharing economy as “a accessibility based business model for peer-to-peer markets, aimd to share underutilized asset or idling capacity effciently by crowd collaboration through a intermediary platform”. 　　However, as the growth of sharing economy, enterprises are threatened by disruptive innovations and new business models., Thus, stakeholders’ rent-seeking behaviors within the industry would bring the difficulties and limitations to sharing economies. Those rent-seekers argue the issues of “the boundery of private property use” and “the relationship between platform and users” which make sharing economy invalid, and the lawsuits on Uber and Smart Apartment also show that “external costs” and “the nature of contract” are the main reasons resulting to rent seeking. 　　Airbnb is the biggest house-renting platform also one of the most successful sharing economy enterprises. Users could plae their own vacant spaces to rent out to other users on this platform to earn extra profits. While most cities in the world require house-renting or hotel business to obtain permission before providing short-term accommodation services, Airbnb’s users provide short-term accommodation via its platform do not require the permission which arise the disputes of the legality and vaility when applying to local regulation. 　　This theis is base on the perspectives of “external costs” and “the nature of contract”, market research report undertaken by the New York State Attorney General, American lawsuits related to Airbnb and cases of daily-based house-rental business in Taiwan to analyze the issues of short-term rental for private house, the useage of sharing economy platform, and the legality and validity of Airbnb when its business model applying to Taiwanese regulation. Based on the analysis, this theis proposes a solution about how Taiwanese government manages Airbnb’s based on legislative control, Coase Theorem and social norms.

隨著台灣線上購物的蓬勃發展，網路行銷策略成為一門顯學。然而網路平台雖擁有互動性、即時性、便利性等優勢，但因消費者無法親自觸摸產品以及網路上充斥著商家的業配文，因此常購買到不符所需的產品。 為了解決這樣的問題，本研究希望提出一種創新的經營模式，藉由產品試用平台，提供消費者進行「線上」媒合產品分享者，「線下」進行產品試用體驗，使消費者在購買產品前能了解此產品是否即為所需。 為了找出可行之經營模式，本研究透過產業競爭分析與市場研究分析，了解目前台灣線上購物市場現況，並藉由質性以及量化研究來探討本創新提案之市場需求大小、目標客群。同時探究現階段廠商對於本創新提案之看法與未來可能的合作意願。最後，經由前述分析，本研究提出「產品試用平台」的創新提案，其中包括產品試用者與產品分享者之線上媒合方式、廠商合作模式及基礎顧客收費方式。 / With the rapid development of online shopping in Taiwan, the Internet marketing strategy becomes a significant theory. Although the Internet platform owns interactivity, immediacy, convenience, and other advantages, however, consumers cannot personally touch on the product and not fully depend on product sharing contents because of the advertisements. Thus, consumers often cannot buy exactly desired products on the Internet. To solve such problems, the present study is to propose an innovative business model, with a product trial platform to provide consumers “Online” to match with people who are willing to share the products and “Offline” to try and experience the desired products. This way helps consumers fully understand if the products are what they want to purchase. In order to find a viable business model, this study analyzes the industry competition and market research to understand the current status of Taiwan’s online shopping market. Also, this study uses qualitative and quantitative researches to explore the market demand, the target customers and the cooperative willingness of companies for this proposal in the future. Through the preceding description, this study presents an exclusively innovative proposal called “Product trail platform”. It includes the online matching method for people who try the product and people who share the product, company cooperation, and the pricing system to the basic customers.

共享經濟在近年來大行其道，其透過資訊平台直接媒合交易供需的雙方，根本性的改變以往我們對交易模式的想像與觀察。然而，共享經濟也備受爭議，以本研究個案Uber為例，其在保險、賦稅與消費者安全等問題上與政府進行多次討論，卻難獲具體共識。除此之外，對相關利害關係人而言，對Uber亦有各自擁護的價值與立場，使政府在凝聚利害關係人共識及價值選擇上陷入兩難困境。 　　本研究採用利害關係人分析與理論，並以Uber運輸服務為研究個案，探悉政府管理共享經濟新創事業的整體場景。研究的核心發現主要有三：第一，政府面對新創事業所涉及的價值選擇，相較於經濟利益，平等與安全的價值更為重要。第二，政府應依照不同利害關係人的特性與立場，進行利害關係人管理，作為政策制定與管理的重要依據。第三，利害關係人對政府決策的影響力，除與利害關係人權力、合法性地位以及對問題的急迫性密切相關外，亦展現在其公共關係經營能力與政策溝通能力上，如何與政府部門在理性與對等的前提下進行積極溝通，將是新創事業是否能在市場上合法經營的關鍵因素，對未來欲進入市場的新創事業具有指標性的參考意義。

近年來，由於行動科技的盛行以及共享經濟的浪潮之下，有越來越多企業改變了以往的商業模式，從傳統的加工製造，轉向媒合產業中的供給和需求，銷售有形的產品和硬體設備不再是其主要的獲利來源，共享型的平台企業開始大量在市場中出現，企業開始透過提供媒合供需的服務，轉型成為共享型的平台企業。 雖然共享型的平台企業開始大量在市場中出現，但真正能夠成功並且持續成長的卻少之又少，因此，本研究以目前全球最大的出租私人房屋平台Airbnb，以及中國相應失敗案例愛日租等兩家具有經營與流量規模的共享型平台企業做為研究個案，以策略行銷4C架構來分析，在其創業初期雙邊市場群體所面對的交易成本，並探討兩家個案在經營上採用的相異行銷策略產生的4C正向循環以及負向循環。 最後，本研究給予即將發展共享型平台企業之新創事業及中小型企業未來策略發展方向，在發展初期，平台企業若仿效愛日租個案在極短期內透入大量資金完全複製其他成功個案的商業模式是存在失敗風險的，應該效仿Airbnb長期動態的分階段、分項解決行銷交換成本，建立一個正向的4C循環，將雙邊市場群體皆突破用戶臨界數量，以觸發網路效應，以幫助其在有限的資源之中達到有效快速的成長。 / Recently, due to the advanced internet technology and the trend of sharing economy, more and more company has changed their usual business model, from the traditional manufacturing to the service of gathering demands and supplies. Selling the tangible products and equipment is no longer the main source of profit. More and more sharing platform companies have appeared in the market and the business has transformed its business model by degrees. Although there are more and more sharing platform companies emerge in the market, very few company can maintain the growth. This study takes the largest global house-renting platform, Airbnb, and the corresponding platform, Airizu, for comparison. And use the 4C framework to identify the transaction costs that the sharing platform companies and the bilateral party faced and further discover the different strategies used by the two cases. Finally, this study provides the sharing platform companies some recommending strategy of future development. For those startups in the very beginning stage, if the platform companies go for the strategy that Airizu took, by throwing in capitals to copy the entire business model from others, it will undertake huge financial risks, and on the other hand, if the platform companies go for the strategy that Airbnb took, by solving the transaction costs step by step in the long term, it will have better chance to get a 4C positive cycle. To not only raise the number of users from the bilateral parties to reach the network effect, but also help the company to achieve great success within limited resources.

本研究為創業計畫，以共享經濟為商業模式基礎，發展食酷獨立廚師共享平台網站。並藉爬梳文獻與過往研究，以此解決研究者在執行本專案時所遭遇到的困境，此外，將藉由商業企劃書(BP)帶領讀者快速進入本研究及策略面，最後將相關執行狀態、網站介面、行銷成果呈現於本研究中，並給予未來有志創業的夥伴作為參考。 本研究可以發現創業是一個變動的過程，隨著實際執行與環境改變，會發現有許多困境在路上阻礙團隊前行，尤其對多數想以全新商業模式進入市場的新創來說，為了使企業存活，初衷與最終企業走向可能會是完全不同的。 對平台創業來說，最大的問題常常是蛋生雞與雞生蛋的問題，需要時刻思考應該先培養消費者還是服務提供者。若要求供應者更多商品或時間時，若沒有足夠的消費力，則會造成生產者的損失；若平台中商品選項與種類較少的話，也無法滿足消費者需求。不論先有雞或蛋，如果只靠平台辛勤推動，而實際市場對平台商品並無興趣或必須的話，平台的成長速度將相當緩慢。 另由消費者層面來說，當理念與消費者固有習慣不同時，企業應該應該堅持自己的道路，抑或是針對市場環境作出相應的調整呢？而這樣的調整會不會損害到原本創業初衷？為剖析當中關鍵與決策過程，本研究以商業企劃書為基礎，加入後續執行情境與記錄，希望讓讀者可以了解並思考食酷團隊在面對情境時的解決方式與邏輯，並成為來研究者或餐飲創業者成長的養分。

近年來，電動車與電動機車發展及應用儼然已成為世界潮流，在機車密度極高且擁有「機車王國」稱號的台灣，電動機車技術日新月異，也發展出多樣化商業模式，其中最著名莫過於電動機車電池租賃商業模式，以及共享商業模式。 本研究旨在利用成本效益分析中的淨現值法及益本比法，模擬分析機車使用者以電動機車代替傳統燃油機車，為使用者自己及整體社會帶來之淨現值。在電動機車方面，本研究分析兩種電動機車商業模式，分別為「電動機車電池租賃商業模式」及「共享電動機車商業模式」。 本研究結果顯示，在使用者立場下，目前電動機車成本依舊大於傳統125C.C.燃油機車之成本，且「電動機車電池租賃商業模式」較適合每個月騎乘里程較長之使用者，而「共享電動機車商業模式」較適合每個月騎乘里程較短之使用者。此外，敏感度分析顯示出，在「電動機車電池租賃商業模式」下，騎乘里程長度與NPV及BCR均呈現正相關。在「共享電動機車商業模式」下，每個月騎乘里程為100公里之使用者，在共享電動機車計價方式為每分鐘2.25元之方案下，使用者之NPV>0及BCR>1，並且騎乘里程越短之使用者，其對共享電動機車計價變動的益本比敏感程度越高(當價格下降時，益本比上升較高)。 最後，在整體社會立場下，利用「電動機車電池租賃商業模式」替換傳統燃油機車且騎乘里程越高之使用者，對整體社會帶來之淨現值越高。而利用「共享電動機車商業模式」替換傳統燃油機車且騎乘里程越低之使用者，越具有經濟效益。 / In recent years, the development and application of electric vehicles and electric scooters have become popuplar. In Taiwan, where scooter density is very high and is also called a "scooter kingdom", electric scooter technology is not only improving, but also developing a diversified business model. Particularly, two of the most famous business models are “Electric scooter battery rental business model” and “Sharing electric scooter business model”. The purpose of this study is to use the net present value method and the benefit ratio method in the cost-benefit analysis. We analysis the user's own benefits and the overall social net benefits which are generated from the scooter users replacing traditional fuel scooter with electric scooter. In the field of electric scooters, this study analyzes two business models of electric scooters, “Electric scooter battery rental business model” and “Sharing electric scooter business model”. According to the simulation result of empirical analysis, for the users, the current cost of electric scooters is still higher than the cost of traditional 125C.C. fuel scooters. “Electric scooter battery rental business model” is more suitable for people who have higher accumulated distance per month, and “Sharing electric scooter business model” is more suitable for people who have lower accumulated distance per month . On the other hand, according to the result of sensitivity analysis, the accumulated distance is positively correlated with NPV and BCR in the “Electric scooter battery rental business model”. In the “Sharing electric scooter business model”, those who ride 100 km per month have NPV> 0 and BCR> 1 in the pricing of NT$2.25 per minute. Besides, those who ride 100 km per month have higher sensitivity of pricing. For the overall society, those who use the "Electric scooter battery rental business model" to replace the traditional fuel scooter and have higher accumulated distance per month can generate higher net benefits to the whole society. Those who use the "Sharing electric scooter business model" to replace the traditional fuel scooter and have lower accumulated distance per month can generate higher net benefits to the whole society.

共享經濟為近幾年廣為討論的議題之一，本研究欲以Uber、Airbnb等媒合共享服務類型的網路平台，探討使用者採用共享平台的相關因素為研究方向，從價值觀點出發，考量使用者認知犧牲及認知效益，以交易成本作為採用共享平台服務所認知的犧牲，又將認知的效益分為經濟效益與非經濟效益兩種影響層面，來綜合評估使用者對於整體共享產品服務的認知價值，透過認知價值進而探討影響使用者採用共享平台的參與意圖。其中，交易成本又會受到不確定性和資產特殊性所影響。 本研究將共享平台提供的產品及服務假設五種情境，共收集476份有效問卷樣本回收分析，研究結果發現，使用者採用共享平台時認知的交易成本越低或使用者認知利益越大時，獲得的認知價值越高。其中又以認知效益對於價值感受的影響程度又比使用者認知所做出的犧牲更強。 / Sharing economy is an emerging trend with rapid growth. Many firms such as Uber and Airbnb have taken advantage of the sharing platform to provide innovative services. However, many more have failed after a substantial amount of investment. Not much research has conducted with regard to why consumers chose to use some sharing services but not others. In this research, the value-based perspective and the transaction cost theory are adopted to build a research model for explaining users’ intention to accept a sharing platform. In our model, transaction costs of using the sharing platform is considered as a sacrifice, while economic and non-economic benefits are the benefit side of the model. Uncertainty and asset specificity are considered two main factors that affect the transaction cost. A questionnaire survey was conducted to evaluate the research model. A total of 476 responses were received. SmartPLS3.0 was used to analyzed the data. The results indicate that perceived value is negatively affected by the transaction cost and positively affected by benefits gained from the platform. Perceived value has a significant effect on users’ intention to adopt a service provided on a sharing platform.

摘要 本文探討近年興起之共享經濟商業模式及其合法性爭議，並且聚焦於共享經濟平台於競爭法上產生之問題，主要係以Uber為討論對象，整理及分析其於我國所產生之管制爭議，檢討評估是否違反我國競爭法之相關規定。Uber於我國產生之爭議主要分為管制、稅務及保險三方面，政府應將Uber在台所有營業所得列入營所稅課徵範圍，並且制定適合共享經濟平台之管制法規，使消費者保護、公平競爭及維護創新能夠達到平衡。在Uber所採取的營運模式中，其本身即為運輸服務提供者，與計程車業者處於同一相關市場，旗下司機則為其個別運送工作之承攬人，故Uber招攬司機若涉有不實廣告應適用公平交易法，而非針對不實招攬員工的就業服務法。且個別司機既係承接Uber已成交之運送工作，並未直接對外提供運輸服務，Uber對外使用同一計價方式並不構成司機間之水平聯合定價或其與司機間之垂直價格限制。Uber於汽車運輸服務市場中尚未具有獨占地位，亦不適用濫用獨占地位之規範。其載客訂價若未低於本身之平均變動成本，亦不致構成公平交易法第20條第3款之低價利誘行為。計程車業者係因現行管制規範導致成本偏高，難以與Uber競爭。公平交易法應堅守維護市場競爭之根本立場，對於Uber較具效率但不見容於現行交通法規之競爭行為，應該交由公路法處理，競爭法不應介入管制。