Research On The Influencing Factor Of User Loyalty In Ride-Sharing Platform Based On The Perspective Of User Perceived Value

In recent years,the sharing economy has risen rapidly on a global scale,and the ride-sharing platforms such as Uber and Didi are the most typical representatives.However,the rapid growth of the platform brings a series of issues and controversies,the most prominent of which is the security of it,and how it avoids user loss and effectively enhances the platform value.In order to avoid the loss of users,the ride-sharing platform will not hesitate to invest heavily in the price war in the initial stage of promotion.In reality,the market established by ride-sharing platforms by discounts and subsidies only serves as an educator.Once a new platform or giant enters the market,the so-called monopoly advantage formed before is fragile.Two-sided platform theory research believes that user scale is a crucial barrier to the platform.Once the platform user loss reaches a certain threshold,the platform ecology will face a cliff-like collapse.Regarding the study on loyalty,the existing literature mainly focuses on the influencing factors and mechanism of customer loyalty in the context of traditional industries.A few of the literatures also refer to the study of user loyalty in the sharing economy platform,mainly focusing on identifying individual factors that determine user loyalty,but little research concentrating on the formation mechanism of platform user loyalty.Based on the theoretical analysis of the existing literature,this paper defines some definitions of related constructs such as user's loyalty,satisfaction,conversion cost,and perceived value in the context of shared economy.Exploratory analysis of themeasurement dimensions of these constructs,the two dimensions of the user perception value structure.According to the ACSI model and the research of customer loyalty in e-commerce environment,combined with the characteristics of ride-sharing platform,this paper constructs a model of the influencing factors of user loyalty of the platform,and proposes corresponding research hypotheses.The user data was collected through questionnaires,and the research hypothesis was tested empirically.Among them,in order to ensure the reliability and validity of the questionnaire,a preliminary survey was conducted before the formal investigation,and then the questionnaire was further revised and improved.The empirical results represent that:(1)User satisfaction and conversion costs can significantly improve user loyalty,and user satisfaction is more effective than conversion cost to improve user loyalty.(2)The two dimensions of user's perceived value have a significant positive impact on users satisfaction and conversion costs.In the process of user perceived value economic convenience and comfort dimension to user's satisfaction and conversion costs,it has a stronger effect on user satisfaction.In the process of user perceived value security dimension to the user's satisfaction and conversion costs,it has a stronger effect on the conversion cost.(3)The direct impact of user perceived value on user's loyalty is not significant.User's perceived value indirectly affects user loyalty through the intermediary effect of user satisfaction and conversion cost.(4)User's Perceived Value Economic Convenience Comfort dimension enhances user's loyalty,user satisfaction,and conversion cost more than the user's perceived value security guarantee dimension.