Research On Impacting Factors Of User Adoption Intention To The Online Car-hailing

With the rapid development of mobile Internet and the popularity of smart mobile terminals,it provides a good environment for the rise of the Online car-hailing.As a new type of mobile commerce,the Online car-hailing eases the problem that“Taxi difficult”for passengers and high “Empty rates” for drivers from information asymmetry.Meanwhile,under the environment of the “Internet +”and in the boom of mobile commerce,the advantages of “Internet + traffic” and the potential of creating new mobile payment application scenarios have all demonstrated the huge commercial value of the Online car-hailing.However,the Online car-hailing is still in the development stage,and the user base is still unstable.At this point,it is necessary to explore which factors will help users improve their adoption intention to the online car-hailing,enhance their stickiness and which factors affect the users build initial trust on the online car-hailing.The adoption of the online car-hailing depends on the user's external behavior and the users' perception to the online car-hailing.In order to study this aspect clearly and comprehensively,this paper studies the influencing factors of users' adoption intention to online car-hailing based on the unified theory of acceptance and use of technology(UTAUT)and the initial trust model(ITM).On the basis of retaining the three variables in the UTAUT model(performance expectation,effort expectation,social influence)and a regulatory variable(gender),according to the traits of the Online car-hailing and the user's perception,this paper added initial trust and three antecedent variables(trust tendency,structural guarantee,platform reputation)that influence the initial trust,then the model of the influencing factors of the users' adoption intention to the online car-hailing is constructed,and the research hypothesis is proposed.Through the questionnaire survey,the data was collected and the SEM was construct by AMOS to verify the research hypothesis.The results of empirical research show that performance expectation,social influence and initial trust have significant positive effects on user's behavior intention,but the effect of effort expectation is not significant,and it is verified that trust tendency,structural assurance and platform reputation have positive effects on initial trust.Meanwhile,initial trust not only plays a part of mediating effect in the relationship between structural assurances and adoption intention,but also between social influence and adoption intention.Finally,according to the research conclusions,this paper proposes a targeted strategy to improve the user's adoption intention,which helps operators make a more rational marketing strategy and promote the online car-hailing to develop healthily and steadily.