Research On Influencing Factors Of Consumer Satisfaction Of Online Car-sharing Travel

Sharing Economy has been growing impressively in recent years.Its essence is that the internet platform matches the surplus capacity between the supplier and the demander.Although the Sharing Economy is still in its infancy,the sustained boom of the Sharing Economy has brought about tremendous changes in ride market,and the trend of sharing and low-carbon has gradually emerged.China's ride-sharing market has experienced a period of exploration,and gradually entered a period of steady development after the outbreak.Meantime,several security incidents have had a negative impact on customers,which means the ride-sharing platforms have gradually entered a new cycle of retaining consumers by improving service quality after the war of money-burning for market share.From the perspective of consumers' satisfaction toward Didi Chuxing platform,and after deeply understanding of the application of Sharing Economy in China's ride-sharing market and the research status of consumer satisfaction,this paper selects the research variables,and poses hypotheses.Next,a questionnaire was designed based on the constructed research model.Then the empirical analysis of the recovered questionnaire data.Finally,the multi-group structural equation model analysis is carried out to research the differences between different product user groups.Based on the research aboved,the conclusions as follow were got:(1)convenience,comfort and perceived risk in traveling have significant impacts on consumer satisfaction,whereas reliability,perceived risk toward platform and perceived cost have no significant impact on consumer satisfaction;(2)convenience,reliability,comfort,perceived risk in traveling and perceived cost have significant impacts on perceived value,whereas perceived risk toward platform has no significant impacts on perceived value;(3)perceived value has significant impacts on consumer satisfaction;(4)for different user groups,the factors affecting satisfaction are different.The Zhuanche users group pays more attention to comfort,the Kuaiche users group is more aware of perceived risk in traveling and perceived cost,while the taxi users group does not care about comfort.Finally,based on the research conclusions above,management enlightenments are drawn,which can not only provide information for the future development of China's ride-sharing platforms,but also provide information for administration while mnaking relevant policies and regulations.