用户异质性对共享出行平台的情感认知差异--服务质量感知的中介作用和使用需求的调节作用

The Influence of User Heterogeneity on Emotional Cognition of Sharing Platforms:The Mediating Role of Service Quality Perception and the Regulating Role of Using Demand

享平台与传统平台的经济模式不同,具有典型的P2P双边市场特征,探索用户异质性对情感认知的影响,能够在大数据背景下快速、全面地识别和预测共享平台双边市场用户的情感认知差异,对共享平台营销模式的设计及产品定价决策具有重要意义。本文结合心理学中的大五人格理论和管理学研究方法,聚焦于共享出行平台,以服务质量为中介变量、使用需求为调节变量,使用AMOS24构建结构方程模型进行分析,以考察用户异质性对共享平台的情感认知差异。研究结果表明,人格异质性是导致用户对共享出行平台情感认知差异的重要原因,共享出行平台企业可以通过识别用户人格特质差异进行市场细分,在提高服务质量的同时增加用户的使用频率,以提高运营效率。

In terms of economic model,the sharing platform is different from the traditional platform,it has typical characteristics of P2 P bilateral market. Under the background of big data,exploring the impact of user heterogeneity on emotional cognition can quickly and comprehensively identify and predict the emotional cognition differences of users in the bilateral market of sharing platform,which is of great significance to the design of marketing model and product pricing decision of sharing platform. Based on the theory of big five personality in psychology and the research methods of management,this paper focuses on the shared travel platform,taking service quality as the intermediary variable and using demand as the regulating variable,and using AOMS24 to construct the structural equation model for analysis,so as to investigate the emotional cognitive differences of user heterogeneity on the shared platform. The results show that personality heterogeneity is an important reason for the difference of users’ emotional cognition to the sharing platform. Sharing platform enterprises can segment the market by identifying the differences of users’ personality characteristics,improve the service quality and increase the users’ using frequency,to improve the operation efficiency.