An Empirical Study On The Factors Affecting User's Willingness To Use The Online Car Rental Platform

With the development of Internet technology and mobile payment technology and the popularity of smart phones,sharing economy for the business philosophy of the new economic form began to develop rapidly,the online car rental service is one of them.Based on the study of the rational behavior theory,innovation diffusion theory and service industry,this paper takes the technology acceptance model(TAM)as the base framework,and adds the subjective norm and innovation of rational behavior theory.The compatibility of the diffusion theory,the characteristics of the modern service industry,take user's willingness as the dependent variable,the use's attitude as the intermediary variable,perceived usefulness,perceived compatibility,perceived price,subjective norms,heterogeneity,immediacy and consistency as independent variable.This paper constructs the structural equation model of influencing factors of users' willingness to use the Internet online car rental platform,and puts forward the corresponding hypothesis.The scale was designed by reference to the relevant study,and the research data were obtained by questionnaire.Finally received 322 valid data.Used the SPSS to analyze and measure the reliability and validity test.The sensitivity and validity of the proposed study are obtained by using Amos to verify the factor analysis method and the hypothesis of the structural equation model.Combined with empirical analysis of the results,provide the Internet car rental companies,traditional taxi companies and government departments for the decision-making reference as follows:1)The government should maintain a positive attitude towards car problems.2)Reduce taxi license fees.3)Improve the taxi ride environment.4)Strengthen the taxi driver professional skills training.5)Reduce the cost of passengers and drivers to improve the enthusiasm of passengers and drivers.6)Improve the level of service drivers then make service professional.7)Enhance the software platform user experience.8)Use big data,cloud computing and other high-tech to provide better service for passenger.9)Optimize the ride environment,enhance the user experience.10)Compatible with the previous ride.