Research On Continuous Use Intention Of Online Car-hailing Users

As a new mode of shared mobility,dynamic ridesharing services match travelers with similar travel routes and travel times in real time through online platforms,and share part of costs among individuals（i.e.,fuel costs and vehicle tolls）,which is widely considered an effective measure to improve the utilization rate of vehicles,ease traffic congestion and reduce environmental pollution.However,many users of dynamic ridesharing services can not continue using this innovative and resource-saved mode of transportation,resulting in a high vacancy rate of vehicles in China,and the vast majority of vehicle resources have not been fully utilized.Therefore,how to promote consumers’ continuance usage of dynamic ridesharing services and maximize the social,economic and environmental benefits of dynamic ridesharing is a hot topic of current research.To promote the continuance usage of dynamic ridesharing users,this study integrates economic benefits,environmental awareness,social experience and platform incentives into the expectation confirmation model.A novel theoretical framework is constructed to reveal the influencing factors of consumers’ continuance intention towards using dynamic ride-sharing.Questionnaire survey method is adopted to collect data,and the dynamic ridesharing users are the survey participants.SPSS 24.0 and Smart PLS 3.0 software are used to test the measurement model and structural model of 614 valid questionnaires.Besides,multi-group analysis based on gender and private car ownership is conducted.Empirical results show:（i）Satisfaction,perceived usefulness,economic benefits,environmental awareness and platform incentives are the key drivers that motivate users to continue using dynamic ridesharing;（ii）Although social experience does not play a direct role on continuance,it has an indirect effect through satisfaction;Although environmental awareness directly affects continuance intention,it has no significant effect on satisfaction;（iii）Multi-group comparison shows that female users’ satisfaction has a more important effect on continuance intention compared with male users’,whereas perceived usefulness has a relatively small effect;Meanwhile,the effect of platform incentives on the continuance intention of female users is non-significant;（iv）Compared with that of users who have private cars,the social experience of users without private cars has a stronger effect on satisfaction.The novelties of this research is that in the context of national advocate of green mobility,this thesis takes the dynamic ridesharing in the field of shared mobility as the research topic,and explores consumers’ continuance intention.This research identifies the key factors influencing continuance intention of dynamic ridesharing users,and uncovers the differences in consumer behavior based on gender and private car ownership.Theoretically,this thesis enriches the research related to dynamic ride-sharing and continuance intention,and ensures the applicability of expectation confirmation model in predicting and explaining the continuance intention of ride-sharing users.Practically,management implications are provided for the dynamic ride-sharing platforms to accurately grasp users’ needs,optimize and upgrade services,and policy recommendations are put forward for the government to encourage residents to choose ridesharing and relieve traffic pressure.