O2O打车服务消费者采纳的影响因素及实证研究

发布时间：2018-05-27 04:00

本文选题：打车服务 + 感知价值　；参考：《北京邮电大学》2017年硕士论文

【摘要】：出行方式与大众生活息息相关,高效的出行方式,不但可节约社会成本,提高大众生活幸福感,并且会降低环境污染。在国家政策利好,技术大力发展,经济政策积极及大众认可度高的大背景下,打车软件在出行市场中找到突破口,2016年上半年,O2O打车服务用户规模接近了3亿,成为出行市场的佼佼者。O2O打车服务平台作为中介角色,提供预约出租车、快车、专车及顺风车等服务,将车主和租客联系起来,为出租车实时更新租客需求时间和地点,为私家车提供订单,为租客提供高效便捷的出行服务,形成多方获利的闭环。随着本土化滴滴和外来UBER的激烈竞争到今年的友好合并,以及用户出行行为习惯的养成,O2O打车服务已成为大家出行必不可少的方式,市场愈发明朗,故研究O2O打车服务消费者采纳的影响因素具有深远意义。本研究以O2O打车服务消费者为研究对象,研究影响消费者使用O2O打车服务的采纳意愿的因素,主要基于用户采纳行为理论,并结合创新扩散理论、感知风险理论及使用情景理论的优势,认为感知价值,个体创新,社会影响和感知促成条件正向影响消费者采纳意愿,且感知易用性,感知有用性,感知兼容性及感知风险作用于感知价值间接影响采纳意愿。利用SPSS对收到的265份有效问卷数据进行效度分析和信度分析,再通过AMOS对结构方程进行假设检验,从而论证了影响消费者对O2O打车服务的采纳意愿的积极因素和消极因素。根据实证研究结果分析,感知价值,感知促成条件,社会影响及个体创新正向影响消费者对O2O打车服务的采纳意愿,感知有用性,感知兼容性正向影响感知价值,而感知风险性负向影响消费者的感知价值,且使用情境正向影响消费者的感知有用性和感知易用性,但是消费者的感知易用性对感知价值的正向影响未得到证实。根据结论,本研究从实用性、好品质、高口碑及创新性等维度为O2O打车服务平台提供了建议,以便平台更好地新拓并留存用户,为消费者提供高效便捷的出行服务。
[Abstract]:Travel mode is closely related to public life. Efficient travel mode can not only save social cost, improve the well-being of public life, but also reduce environmental pollution. Against the backdrop of favorable national policies, vigorous technological development, positive economic policies and high public acceptance, the ride-hailing software found a breakthrough in the travel market. In the first half of 2016, the number of users of O2O ride-hailing service was close to 300 million. Become a leader in the travel market. The. O2O taxi service platform acts as an intermediary, providing services such as booking taxis, express trains, special trains and hitches, connecting owners and tenants, and updating the time and location of tenants' needs for taxis in real time. Providing private cars with orders, providing efficient and convenient travel services for tenants, and forming a closed loop of multiple profits. With the fierce competition between local Didi and foreign UBER to this year's friendly merger, and the formation of users' travel behavior habits, the O2O taxi service has become an essential way for everyone to travel, and the market is becoming clearer. Therefore, it is of great significance to study the factors influencing the adoption of O 2 O taxi service consumers. In this study, O2O ride-hailing service consumers were taken as the research objects, and the factors influencing consumers' willingness to adopt O2O ride-hailing service were studied, which were mainly based on user adoption behavior theory and innovation diffusion theory. The advantage of perceived risk theory and situational theory is that perceived value, individual innovation, social influence and perceived conditions positively influence consumers' willingness to adopt, and perceived usability and perceived usefulness. Perceived compatibility and perceived risk influence perceived value indirectly on the willingness to adopt. The validity analysis and reliability analysis of 265 valid questionnaire data received by SPSS and the hypothesis test of structural equation by AMOS are used to demonstrate the positive and negative factors that affect consumers' willingness to adopt O2O taxi service. According to empirical research results, perceived value, perceived enabling conditions, social impact and individual innovation positively affect consumers' willingness to adopt O2O taxi services, perceived usefulness, perceived compatibility positively affect perceived value. Perceived risk negatively affects consumer perceived value, and the use of context positively affects consumer perceived usefulness and perceived ease of use, but the positive impact of consumer perceived usability on perceived value has not been confirmed. According to the conclusion, this study provides suggestions for the O2O ride-hailing service platform from the aspects of practicability, good quality, high reputation and innovation, so that the platform can better develop and retain users and provide efficient and convenient travel services for consumers.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572;F713.55

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