本研究旨在探討印尼雅加達 Z 世代使用 GoRide（Gojek 平台中的機車叫車服務）之永續性動態與使用動機。在都市交通壅塞與環境問題日益加劇的背景下，本研究分析使用者參與共乘平台的主要動機，以及平台如何影響使用者對永續發展與環境保護的理解與實踐。研究以 Hamari 等人之協作消費（Collaborative Consumption）理論Belk 的 access-based consumption 概念作為理論基礎，透過半結構式質性訪談蒐集資料，共訪談 30 位雅加達 Z 世代使用者，並依年齡區分為三個 life-stage 群組，年齡介於 14 至 29 歲之間。研究結果顯示，使用者參與 Gojek 共乘服務的主要動機包括經濟效益、便利性、聲譽認同，以及永續性考量，而不同 life-stage 群體對這些動機的理解與實踐方式亦存在差異。主題分析結果進一步發現，使用者在 ride-sharing 平台中的永續行動並非僅來自個人的環境意識，而是受到平台機制的中介與影響。本研究將此過程歸納為三種 platform catalysts，分別為 Pragmatic Catalyst、Social Catalyst 與 Sustainability Catalyst。此外，研究亦發現，使用者的 sustainability enactment 會隨 life-stage 而逐漸發展。14–19 歲族群屬於 Low Enactment，主要仍受到價格與便利性驅動；20–24 歲族群則呈現 Medium Enactment，其永續參與具有條件性與被動性；而 25–29 歲族群則達到 High Enactment，永續功能與綠色移動已逐漸成為其都市生活方式與 mobility identity 的一部分。本研究之主要貢獻在於指出，ride-sharing 平台中的永續性具有 platform-mediated 的特性，換言之，永續參與不僅取決於個人的環境意識，更受到平台如何設計功能、建構敘事，以及塑造使用者體驗所影響。

This study explores the sustainability dynamics and motivations of Generation Z in Jakarta regarding their use of the GoRide, the motorcycle ride-hailing service integrated within the Gojek platform. Amid the challenges of urban mobility, this study analyzes users' motivations for collaboration as well as the platform’s contribution to environmental conservation. Based on the frameworks of Hamari et al. and Belk, data were collected through semi-structured qualitative interviews with 30 Gen Z informants divided into three age groups ranging from 14 to 29 years old. The results of the thematic analysis indicate that user participation is driven by economic benefits, convenience, reputation, and sustainability, which manifest differently according to users’ life stages. Key findings demonstrate that environmental conservation actions through ride-sharing services do not occur automatically from mere personal awareness but are actively mediated by three platform catalysts: the Pragmatic Catalyst, the Social Catalyst, and the Sustainability Catalyst. The level of sustainability enactment also evolves with increasing age. The 14–19 age group is at a Low Enactment level that is price-dependent; the 20–24 age group exhibits Medium Enactment in the form of conditional passive participation; and the 25–29 age group achieves High Enactment, where green features shape their mobility preferences. The main contribution of this study is to demonstrate that sustainability in ride-sharing platforms is platform-mediated. In other words, sustainability participation depends not only on users’ environmental awareness, but is also influenced by how platform design its features, construct narratives, and shape user experiences.

Adhikari, A., Karki, S., & Maharjan, R. (2023). Dynamics of collaborative consumption in emerging markets: A consumer perspective. Journal of Consumer Behaviour, 22(4), 812–826. https://doi.org/10.1002/cb.2145
Alstyne, M. W. V., Parker, G. G., & Choudary, S. P. (2016). Pipelines, platforms, and the new rules of strategy. Harvard Business Review, 94(4), 54–62.
Arvidsson, A. (2019). Changemakers: The emergence of post-capitalist enterprise. Polity Press.
Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881–898. https://doi.org/10.1086/666376
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595–1600. https://doi.org/10.1016/j.jbusres.2013.10.001
Botsman, R., & Rogers, R. (2010). What's mine is yours: The rise of collaborative consumption. HarperBusiness.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806
Buchanan, T. (2020). Digital footprint awareness: Understanding user perceptions of privacy and data sharing. Computers in Human Behavior, 105, 106202. https://doi.org/10.1016/j.chb.2019.106202
Chen, Y., & Wang, L. (2021). The role of trust and platform governance in ride-hailing services. Transportation Research Part F: Traffic Psychology and Behaviour, 80, 210–225. https://doi.org/10.1016/j.trf.2021.04.008
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches(4th ed.). SAGE Publications.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of qualitative research (5th ed.). SAGE Publications.
Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the sharing economy. Journal of Marketing, 83(5), 5–27. https://doi.org/10.1177/0022242919861929
Edelman, B., & Geradin, D. (2016). Efficiencies and regulatory shortcuts: How should we regulate companies like Airbnb and Uber? Stanford Technology Law Review, 19(2), 293–328.
Felson, M., & Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American Behavioral Scientist, 21(4), 614–624. https://doi.org/10.1177/000276427802100411
Franke, N., & Shah, S. (2003). How communities support innovative activities: An exploration of assistance and sharing among end-users. Research Policy, 32(1), 157–178. https://doi.org/10.1016/S0048-7333(02)00006-9
Geissinger, A., Laurell, C., Öberg, C., & Sandström, C. (2019). How sustainable is the sharing economy? On the sustainability connotations of sharing economy platforms. Journal of Cleaner Production, 206, 419–429. https://doi.org/10.1016/j.jclepro.2018.09.196
Gillespie, T. (2010). The politics of 'platforms'. New Media & Society, 12(3), 347–364. https://doi.org/10.1177/1461444809342738
Gojek. (2023). Sustainability report 2023: Empowering progress, driving impact. PT GoTo Gojek Tokopedia Tbk.
GoTo Group. (2024). Annual report 2023: Building sustainable ecosystems. PT GoTo Gojek Tokopedia Tbk.
Gunawan, I. (2024). Dampak ekonomi dan perilaku konsumen platform ride-hailing di Indonesia. Penerbit Akademika.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047–2059. https://doi.org/10.1002/asi.23552
Heinrichs, H. (2013). Sharing economy: A potential new pathway to sustainability. GAIA - Ecological Perspectives for Science and Society, 22(4), 228–231. https://doi.org/10.14512/gaia.22.4.5
INRIX. (2023). Global traffic scorecard report. INRIX Research.
Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering consumers' responses to shared goods. Journal of Marketing, 76(4), 109–125. https://doi.org/10.1509/jm.10.0368
Lessig, L. (2008). Remix: Making art and commerce thrive in the hybrid economy. Penguin Press.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.
Martin, C. J. (2016). The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism? Ecological Economics, 121, 149–159. https://doi.org/10.1016/j.ecolecon.2015.11.027
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Möhlmann, L. (2015). Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193–207. https://doi.org/10.1002/cb.1512
Parente, R. C., Geleilate, J. M. G., & Rong, K. (2018). The sharing economy phenomenon: A multidisciplinary framework. MIS Quarterly Executive, 17(1), 51–64.
Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution: How networked markets are transforming the economy and how to make them work for you. W. W. Norton & Company.
Pflueger, D., & Haslam, C. (2018). Financialization and platform business models in urban transportation. Accounting, Organizations and Society, 65, 34–47. https://doi.org/10.1016/j.aos.2018.01.002
Ravenelle, A. J. (2019). Hustle and gig: Struggling and surviving in the sharing economy. University of California Press.
Rifkin, J. (2014). The zero marginal cost society: The internet of things, the collaborative commons, and the eclipse of capitalism. St. Martin's Press.
Schor, J. (2016). Debating the sharing economy. Journal of Self-Governance and Management Economics, 4(3), 7–22. https://doi.org/10.22381/JSME4320161
Schor, J. B., & Fitzmaurice, C. J. (2015). Collaborating and connecting: The emergence of the sharing economy. In L. Reisch & J. Thøgersen (Eds.), Handbook of research on sustainable consumption (pp. 410–425). Edward Elgar Publishing. https://doi.org/10.4337/9781783471270.00039
Shaheen, S. A., & Cohen, A. (2019). Shared mobility and the transformation of public transit. International Journal of Sustainable Transportation, 13(10), 765–781. https://doi.org/10.1080/15568318.2018.1519084
Srnicek, N. (2017). Platform capitalism. Polity Press.
Sundararajan, A. (2016). The sharing economy: The end of employment and the rise of crowd-based capitalism. MIT Press.
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). Electronic commerce 2018: A managerial and social networks perspective. Springer. https://doi.org/10.1007/978-3-319-58715-8
United Nations. (2023). World urbanization prospects: The 2023 revision. United Nations Department of Economic and Social Affairs.
Wisana, I. D. G. K., Yocarima, A., & Pramesthi, L. (2018). The impact of ride-hailing apps on urban mobility and informal employment in Indonesia. Demography Journal of Indonesia, 44(2), 45–58.
World Bank. (2023). Indonesia economic prospect: Climate and green growth. World Bank Group.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Zervas, G., Proserpio, D., & Byers, J. W. (2017). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research, 54(5), 687–705. https://doi.org/10.1509/jmr.15.0204