摘要
在借鉴美国顾客满意度模型(ACSI)的基础上,为提升网约车用户粘性,本文构建了网约车用户粘性影响因素模型,尝试对网约车用户进行调研分析,并运用二阶CFA的方法对模型进行优化,找出影响网约车用户粘性的主要因素和作用路径。研究结果表明:感知质量、用户期望、用户满意、用户忠诚均对网约车用户粘性有正向显著影响,而用户抱怨、转换成本对其有负向作用,均与现实情况相吻合;其中,感知质量对网约车用户粘性影响作用最大且感知质量中影响作用由大到小依次为经济性、便捷性、舒适性、安全性。从理论上证明,网约车用户首先最看重的是价格是否优惠,其次是服务是否方便快捷,再次是车内环境是否舒适和是否安全。结合网约车实际情况和模型分析结果,建议把收费标准合理化、乘车操作便利化、乘车体验舒适化、乘车过程安全化等作为切入点,提升网约车用户粘性,更好地分享共享经济的福利。
On basis of ACSI model,in order to improve the stickiness of online car-hailing users,this paper constructs the model of online car-hailing user stickiness influence factors to investigate and analyze the online car-hailing users,and uses the method of second-order CFA to optimize the model and find out the main factors and action path affecting the stickiness of online care-hailing users.The results show that perceived quality,user expectation,user satisfaction and user loyalty all have a positive and significant effect on the user stickiness of online car-hailing,while user complaint and switching cost have a negative effect,which is consistent with the reality.Among them,perceived quality has the greatest influence on the stickiness of car-hailing users and the influence from big to small in turn is economy,convenience,comfort and security.It is theoretically proved that what online car-hailing users value most is whether the price is favorable,followed by whether the service is fast and convenient,and then whether the interior environment is comfortable and safe.In combination with the actual situation of online car-hailing and the results of model analysis,it is suggested to take the rationalization of charging standards,convenience of online car-hailing operations,comfort of online car-hailing experience,and safety of passenger process as the starting point to improve the stickiness of online car-hailing users and better share the benefits of the sharing economy.
作者
曾兰兰
马勇
Zeng Lanlan;Ma Yong
出处
《企业经济》
北大核心
2021年第8期154-160,共7页
Enterprise Economy
基金
江西省高校人文社会科学研究项目“供给侧改革视角下江西省汽车共享的实现路径探究”(项目编号:JJ18223)
江西省教育厅科学技术研究项目“供应链视阈下的电动汽车充电桩建设运营模式研究”(项目编号:GJJ171032)。
关键词
共享经济
结构方程模型
网约车
用户粘性
sharing economy
structural equation model
online car-hailing
user stickiness
