An Analysis Of College Students’ Continuous Willingness To The Use Of Online-Hailed Cars

Online car-hailing is the abbreviation of online taxi reservation.In recent years,with the support of Internet technology,online car-hailing has developed rapidly as a significant representative of sharing economy.In essence,car-hailing service is different from traditional taxi service.Its emergence relieves people’s travel pressure and becomes an important supplement to public transportation together with traditional taxi service.With the development of online car-hailing,more and more young people are accustomed to and rely on this mode of travel,so it is particularly important to study the continuous willingness of college students to use online car-hailing.Firstly,the basic theories of willingness to continue using car-hailing are summarized.This paper briefly summarizes the research situation of car-hailing at home and abroad,expounds the theory of rational behavior and the theory of expectation confirmation,and analyzes the relationship between the relevant theories.Secondly,the model of college students’ willingness to continue using car-hailing is constructed and research hypotheses are proposed.A simple model of college students’ willingness to continue using car-hailing was constructed,and then the research variables were defined and research hypotheses were proposed.Once again,the questionnaire design and data collection were conducted for college students’ willingness to continue using online car-hailing.The questionnaire about college students’ willingness to continue using car-hailing was designed,in which 6 research variables and 27 questions were set,and the questionnaire was pretested.After deleting the five questions that did not meet the requirements of validity and reliability,the formal questionnaire was obtained.The formal survey was conducted by online and offline surveys,and 355 questionnaires were obtained,with an effective rate of 86%.Then,the paper makes an empirical analysis of college students’ willingness to continue using online car-hailing.Descriptive statistical analysis was conducted on the demographic characteristics and observation variables of samples,and the difference analysis was conducted on the factors affecting the willingness to continue using and demographic characteristics.Then,reliability analysis,validity analysis and correlation analysis were conducted on the scale.Moreover,the structural model of college students’ willingness to continue using online car-hailing is verified.Through analysis,it is found that perceived convenience is the most significant positive factor for college students’ willingness to continue using online car-hailing,followed by perceived price and perceived safety.Social influence and habit also have a significant positive impact on college students’ willingness to continue using online car-hailing.The degree of influence of various factors on college students’ willingness to continue using car-hailing is obtained,which provides theoretical support for the subsequent management of car-hailing.Finally,the conclusion of difference analysis and structural equation analysis is summarized,and then management Suggestions are proposed in five aspects: social impact,perceived convenience,perceived safety,perceived price and habit.