基于结构方程的网约车平台用户价值共创行为影响因素研究

Research on Factors Influencing Online Car-hailing Platform Users'Value Co-creation Behavior Based on Structural Equations

随着各种数字技术的迅速发展,我们已经进入数字经济时代。人们生活也因此发生了巨大变化,其中对人们影响较大的便是出行方式的改变。移动互联网技术的发展带来了网约车平台的诞生,也改变了顾客在企业价值创造过程中的地位。用户价值共创行为对于网约车平台和用户自身是一个双赢的过程,然而在现实中却只有少数用户有意愿参与价值共创活动,所以了解网约车平台用户价值共创行为的关键影响因素具有重要的实践价值。因此,文章选取绩效期望、努力期望、社会影响、服务体验和价值共创意愿五个变量,通过构建结构方程模型探究了网约车平台用户价值共创行为的影响因素。研究发现,社会影响和服务体验正向影响价值共创意愿,价值共创意愿进一步正向影响价值共创行为。

With the rapid development of various digital technologies,we have entered the era of digital economy.Our lives have changed dramatically as a result,and one of the major impacts is the change in the way we travel.The development of mobile internet technology has brought about the birth of online car-hailing platform and changed the position of customers in the process of enterprise value creation.However,only a small number of users are willing to participate in value co-creation activities,so it is of great practical value to understand the key factors influencing the value co-creation behavior of users of online car-hailing platform.Therefore,this paper investigates the factors influencing online car-hailing platform users'value co-creation behavior by constructing a structural equation model with five variables:Performance expectation,effort expectation,social influence,service experience and willingness to co-creation.It was found that social influence and service experience positively influenced value co-creation intention,and value co-creation intention further positively influenced value co-creation behavior.