An Empirical Research On The Influence Factors Of The Adoption Of Consumers For O2O Taxi Service

Trip mode is closely related to our contemporary life. Highly efficient way to travel can not only save social cost and improve public life happiness but also reduce environmental pollution. With the great national policy,advanced technology development, positive economic policy and high public recognition, the taxi booking apps have found a breakthrough in the travel market. In the first half of 2016, 020 taxi service has get nearly 300 million users, becoming the leader of the travel market. As an intermediary role, 020 taxi service platforms provide booking taxi, specialized car, express car and ride car services, which connect the car owner and tenant. In detail, they update real-time renewal of tenant demand time and place for car owners,provide orders for the private cars, and provide efficient and convenient travel services for tenants. All of them at last form a multi-profit closed loop. With the fierce competition between localized DiDi and foreign UBER, as well as the develpopment of user's travel habit, 020 taxi service have become an essential way of travelling for us. The market becomes increasing clear, so it is far-reaching important for the study of influential factors that 020 taxi service consumers adopt.In this study, we will target the 020 taxi service consumers as the research object, and research factors which have impact on consumers'adoption of 020 taxi service. Our research is mainly based on the User Adoption Behavior Theory, combined with the Diffusion of Innovation Theory, the Risk Perceive Theory and the advantages of the use of Situational Theory. We believe that perceived value, individual innovation, social impact,and perceived enabling conditions positively influence consumer adoption,and perceived usefulness, perceptual compatibility, and perceived risk acting on perceived value indirectly effect adoption willingness. We use SPSS to do validity and reliability analysis on the 265 valid questionnaires, and test structural equation by AMOS. Then the positive and negative factors influencing consumers' willingness to take 020 taxi service are demonstrated.According to the empirical analysis, perceived value, perceived enabling conditions, social impact and individual innovation positively impact consumer acceptance of 020 taxi services. Perceived usefulness, perceptual compatibility positively impact perceived value, while perceived risk negatively affects the perceived value of consumers. Also, use context positively influences the perceived usefulness and perceived ease of use of the consumer, but the positive impact of consumer perceived ease of use on perceived value has not been confirmed. According to the conclusion, our study provides suggestions for the 020 taxi service platform from the practicality, good quality, high reputation and innovation dimension, so that the platform can better extend and retain users, and provide efficient and convenient travel service for consumers.