Research On The Influence Of Users’ Travel Well-Being On The Willingness To Continue To Use Car-Hailing Based On S-O-R Theory

In recent years,online car-hailing travel has become an important part of shared travel.The emergence of online car-hailing has not only effectively alleviated the problems of difficulty in taking a taxi,high taxi fares,and low taxi ridership,but also changed the traditional travel car-hailing.mode,making travel more convenient and efficient.However,the existing car-hailing service index system focuses on platform pricing strategy,service scope,number of vehicles,service facilities,platform trust,etc.,and cannot fully consider users’ needs for high-quality travel services.In the future,the online car-hailing service index system should be constructed based on the needs of people,not only to consider travel satisfaction,but also to pay attention to the emotional feelings of users.This paper studies the influence mechanism of travel well-being on the continuous usage willingness of online car-hailing,analyzes the pain points that bring people negative emotions in the travel service of car-hailing,in order to enhance the market competitiveness of car-hailing.Firstly,this paper designs a questionnaire on the basis of referring to relevant literature,and collects the personal characteristics,travel characteristics,perceived quality of online car-hailing,travel well-being and continuous use willingness of online car-hailing users through online survey.etc.data.Then,using the three subdivision dimensions of travel well-being(travel calm mood,cognitive satisfaction and travel active mood)as dependent variables,a multiple linear regression model was established to analyze the similarities and differences of the influencing factors of the three dimensions.On this basis,based on the theory of experiential utility maximization and stimulus-organism-response theory(S-O-R),this paper constructs a PLS-SEM structural equation model of the impact mechanism of car-hailing perceived quality,travel well-being and willingness to continue using car-hailing.The collected 735 valid questionnaires were analyzed to explore the influence path of travel well-being on the willingness to continue to use online car-hailing.The research results show that personal characteristics and travel characteristics have different influences on different dimensions of travel well-being.Gender and education level have a significant impact on travel calm mood,personal disposable monthly income has a significant impact on travel active mood,and physical health.Status has a significant positive impact on the above three dimensions,while the number of private cars only has a significant impact on cognitive satisfaction and travel calmness.Travel time,travel time period,total travel time,travel purpose,activities on the way,and the frequency of ride-hailing rides have different impacts on different dimensions of travel well-being.The factors that affect cognitive satisfaction include all levels of perceived quality,while the factors that affect the calm mood and active mood of travel are mostly related to convenience,comfort and safety.From the results of the structural equation model,it can be seen that travel calmness,travel activity,and cognitive satisfaction all have a significant positive impact on the willingness to continue to use online car-hailing.,travel active mood,which shows that mood is also a factor that cannot be ignored in the choice of travel mode.Its influence paths are also different.In addition to directly affecting the willingness to continue to use online car-hailing,travel calm mood also affects cognitive satisfaction and then affects the willingness to continue to use online car-hailing,while active travel mood has no significant impact on cognitive satisfaction.Based on the empirical research results,from the perspective of improving the quality of travel services and improving travel well-being,this paper puts forward targeted suggestions to enhance the continuous use of car-hailing users and rationally develop online car-hailing.