网约车用户感知价值维度研究——基于访谈法

Research on Perceived Value Dimension of Network Car Users—Based on Interview Method

国内外学者对消费者感知价值内涵的研究成果较为丰富,不同学者从不同的角度将消费者感知的价值划分为不同的维度。但是由于共享经济所有权与使用权的分离使得相同的产品服务在共享情境下,不可依据私有化情境下的消费者需求进行全盘复制,现有感知价值维度的划分对网约车用户而言是否适用有待检验。本文基于访谈法与网约车APP评论的语义分析对网约车用户感知价值进行研究,总结分析后发现网约车用户感知价值主要集中于情感价值感知、功能价值感知、成本付出感知三方面。确定网约车用户感知价值的维度,有助于指导企业更好地进行产品服务设计与用户使用意愿研究,以获得竞争优势。

Scholars in China and abroad have rich research results on the connotation of consumers’ per-ceived value. Different scholars divide the value of consumer perceived into different dimensions from different angles. However, due to the separation of ownership and use right in the sharing economy, the same products and services cannot be completely copied according to the needs of consumers in the privatization situation. Whether the existing division of perceived value dimension is applicable to network car users remains to be tested. Based on interviews and semantic analysis of online car APP reviews, this paper studies the perceived value of online car users, and finds that the perceived value of online car users mainly focuses on emotional value perception, functional value perception and cost perception. Determining the dimension of users’ perceived value is helpful to guide enterprises to do better research on product service design and users’ willingness to use, so as to gain competitive advantage.