网约车持续使用意愿研究:顾客满意度的中介作用

A Study on the Intention of Online Car Hailing:the Mediating Role of Customer Satisfaction

为了探究网约车用户期望、感知价值、感知质量对用户持续意愿的影响机理,以用户满意作为中介变量,构建用户持续意愿作用模型。通过对217份有效问卷数据样本进行相关分析,并用层级回归的方式对所提出的相关假设进行检验。结果表明:感知价值、感知质量对持续意愿产生显著正向影响;用户期望、感知价值、感知质量对用户满意有显著正向影响;社会影响、用户满意对持续意愿产生显著正向影响;用户期望、感知质量对感知价值产生显著正向影响;用户满意在感知价值、感知质量对持续意愿的影响中起中介作用,用户满意在用户期望对持续意愿的影响的中介作用未得到验证。同时给出网约车相关的运营管理建议。

In order to explore the influence mechanism of online car hailing user's expectation,perceived value and perceived quality on user's persistence intention,a model of user's continuance intention was constructed with user's satisfaction as intermediary variable.The relevant hypotheses were tested by correlation analysis and hierarchical regression on 217 valid questionnaires.The results show that:perceived value and perceived quality have a significant positive impact on persistence intention;user expectation,perceived value and perceived quality have a significant positive impact on user satisfaction;social impact and user satisfaction have a significant positive impact on continuous intention;user expectation and perceived quality have a significant positive impact on perceived value;user satisfaction has a significant positive impact on perceived value and perceived quality the mediating role of user satisfaction in the influence of user expectation on persistence intention has not been verified.At the same time,this paper gives the operation management suggestions related to online car hailing.