七市网约车消费行为影响因素调查研究

Factors Influencing the Consumption Behavior of Online Car-Hailing in Seven Cities

根据北京、上海、广州、成都、南京、扬州、徐州等七个城市7000位消费者的调查数据,釆用二项回归logistic模型,分析了消费者购买网约车服务的影响因素。研究表明:消费者年龄、文化程度、收入水平、对网约车服务的安全性、便捷性和环境舒适性的要求、对平台售后服务的重视程度和对亲友推荐的认可程度等因素,对其消费行为有正向作用;消费者职业状况、服务平台品牌化的要求、对价格水平的重视程度和对销售推介的重视程度,对其消费行为有负向作用;性别、婚姻状况、职业状况,对其消费行为影响不显著。建议以网约车产品的技术创新为基本手段,良好的售后服务为基本前提,合理化条款为基本思路,相关法律法规建设为必要保障,更好地促进网约车的发展。

Based on the survey data of7000consumers in seven cities,including Beijing,Shanghai,Guangzhou,Chengdu,Nanjing,Yangzhou and Xuzhou,this paper uses binomial regression logistic model to analyze the influencing factors of consumers'purchase of online car appointment service.The results show that consumers'age,education level,income level,the safety,convenience and environmental comfort requirements of the online car service,the importance of after-sales service on the platform and the recognition of the recommendation of relatives and friends have positive effects on the consumption behavior.Consumers'occupational status,service platform branding Demands,attention to price level and attention to sales promotion have a negative effect on the consumption behavior.Gender,marital status and occupational status have no significant impact on the consumption behavior.It is suggested that technological innovation of online car-hailing products be the basic means,good after-sales service be the basic premise,rationalization clauses be the basic idea,and relevant laws and regulations be the necessary guarantee to better promote the development of online car-hailing.