基于感知价值的乘客搭乘网约车行为实证研究

Empirical Research on Online Car-hailing Behavior of Passengers based on Perceptive Value

将影响乘客搭乘网约车感知价值的因素分为角色因素、经济因素、认知因素三方面,实证研究了各类因素对乘客搭乘网约车行为的影响,并构建了乘客搭乘网约车的感知价值模型。实证结果表明乘客月收入、乘车价格等经济因素对乘客搭乘网约车感知价值有负向影响,服务水平、安全性、社交感受等认知因素对乘客搭乘网约车感知价值有正向影响。最后,为引导乘客打车决策过程,提出实施差异化经营管理、提升网约车服务水平、适度提高网约车乘车安全性、加强信息宣传力度等对策建议。

This paper divides the impacting factors on passengers’online car-hailing perceptive value into three aspects of character factor,economic factor and recognition factor,takes empirical analysis of the impact of each factor on the online car-hailing behavior,and establishes the perceptive value model.The empirical results indicate that monthly income of passengers,hailing price and other economic factors have negative impact on the perceptive value of online car-hailing service of passengers,while the service level,safety,social feeling and other recognition factor have positive impact.At last,in order to guide the car-hailing decision process,this paper puts forward countermeasures of implementing differential operational management,improving online car-hailing service level,properly increasing online car-hailing safety and strengthening information advertisement power.