Study On The Business Crowds' Continuous Willingness To The Use Of Online Car-hailing Based On ECM-ISC Model

In recent years,driven by the “Internet +” environment,online car-hailing,as an innovative product of “Internet + transportation”,has developed rapidly in China.With the sharp increase in the travel demand of business crowds,the emergence of online car-hailing has a certain degree of influence on the travel structure of business crowds.As the main force to improve the brand user stickiness indicators,how to improve the business crowds' use preference and dependence on the brand is the key factor for enterprises to stand out in the market.Therefore,studying the influencing factors of the business crowds' willingness to continue using online car-hailing will play a very important role for the online car-hailing operators to grasp the characteristics and rules of the business crowds in time.Based on the Expectation-Confirmation Model of IS Continuance(ECM-ISC),this study incorporates perceived performance and trust into the model according to the characteristics of the business crowds and the features of the online car-hailing service.Among them,perceived performance is composed of three variables,namely perceived usefulness,perceived price and perceived convenience,and the effect of each factor on business crowds' willingness to continue using is studied.In terms of sample data collection,questionnaires were distributed,collected and sorted out by online survey and offline survey,and a total of 448 valid samples were collected.Then,SPSS22.0 software was used to conduct descriptive statistical analysis,reliability and validity analysis and correlation analysis of the recovered data,and AMOS24.0 software was used for establishing the structural equation model of business crowds' willingness to continue using online car-hailing,and the research hypothesis proposed in this paper was verified.The empirical study shows that among the 13 research hypotheses proposed in this paper,11 are valid,while 2 are not.The research found that the influencing mechanism of business crowds' willingness to continue using of online car-hailing is as follows:(1)the degree of expectation confirmation has a significant positive effect on perceived usefulness,perceived price,perceived convenience and satisfaction of business crowds;(2)in all aspects of perceived performance,perceived usefulness and perceived convenience significantly positively effect business crowds' satisfaction and willingness to continue using,while perceived price has no significant effect on business crowds' satisfaction and willingness to continue using;(3)satisfaction is an important factor that affects the willingness of business crowds to continue using online car-hailing;(4)trust has a significant positive effect on business crowds' satisfaction and willingness to continue using.From the point of view of the degree to which each factor affects the willingness to continue using,trust has the greatest influence,followed by satisfaction,perceived usefulness,and perceived convenience.Finally,according to the research results,this paper have put forward management suggestions to online car-hailing operators from five aspects: expectation confirmation,perceived usefulness,perceived convenience,satisfaction and trust,so as to improve the stickiness of business crowds and expand market share.