网约车用户持续使用意向研究——基于ECM-ISC视角

Study on Continuance Intention of Internet Chauffeured Car Based on ECM-ISC

网约车是传统行业互联网+的典型代表,但针对其用户持续使用意向的研究尚不丰富。本研究基于信息系统持续使用的期望-确认模型(ECM-ISC),引入任务-技术匹配作为外部变量,主观规范和习惯作为持续使用意向的调节变量,构建用户持续使用意向的概念模型,并使用结构方程建模技术(SEM)进行实证分析。结果表明:任务-技术匹配正向影响用户的感知有用性和期望确认;主观规范增强感知有用性对持续使用意向的影响;习惯削弱满意度对持续使用意向的影响。研究获取网约车用户持续使用意向的影响因素,为网约车平台制定相应的客户管理策略提供一定的借鉴。

Internet chauffeured car(abbreviated as ICC)is a typical example of Internet+of traditional industries,but research about its users’continuance intention is not rich.This study is based on ECM-ISC model.Task-technology matching is introduced as the outside variable and subject norm and habit as moderators to construct the ICC users’continuance intention model.Structural equation model is used to employ empirical analysis.The results show that task-technology matching positively influences perceived usefulness and expectation confirmation;subject norm strengthens perceived usefulness’s positive influence on continuance intention;habit weakens satisfaction’s positive influence on continuance intention.The research obtains factors influencing ICC users’continuance intention,which can provide some reference for ICC platforms to formulate corresponding customer relationship management policies.