本研究以020打车服务消费者为研究对象,研究影响消费者使用
020打车服务的采纳意愿的因素,主要基于用户采纳行为理论,并结合
创新扩散理论、感知风险理论及使用情景理论的优势,认为感知价值,
个体创新,社会影响和感知促成条件正向影响消费者采纳意愿,且感知
易用性,感知有用性,感知兼容性及感知风险作用于感知价值间接影响
采纳意愿。利用SPSS对收到的265份有效问卷数据进行效度分析和信度
分析,再通过AMOS对结构方程进行假设检验,从而论证了影响消费者
对020打车服务的采纳意愿的积极因素和消极因素
根据实证研究结果分析,感知价值,感知促成条件,社会影响及个
体创新正向影响消费者对020打车服务的采纳意愿,感知有用性,感知
兼容性正向影响感知价值,而感知风险性负向影响消费者的感知价值,
且使用情境正向影响消费者的感知有用性和感知易用性,但是消费者的
感知易用性对感知价值的正向影响未得到证实。根据结论,本研究从实
用性、好品质、高口碑及创新性等维度为020打车服务平台提供了建议,
以便平台更好地新拓并留存用户,为消费者提供高效便捷的出行服务
关键词:打车服务感知价值感知风险采纳意愿结构方程 AN EMPIRICAL RESEARCH ON THE INFLUENCE
FACTORS OF THE ADOPTION OF CONSUMERS
FOR 020 TAXI SERVICE
ABSTRACT
Trip mode is closely related to our contemporary life. Highly efficient
way to travel can not only save social cost and improve public life happiness
but also reduce environmental pollution. With the great national policy,
advanced technology development, positive economic policy and high public
recognition, the taxi booking apps have found a breakthrough in the travel
market. In the first half of 2016, 020 taxi service has get nearly 300 million
users, becoming the leader of the travel market. As an intermediary role, 020
taxi service platforms provide booking taxi, specialized car, express car and
ride car services, which connect the car owner and tenant. In detail, they
update real-time renewal of tenant demand time and place for car owners,
provide orders for the private cars, and provide efficient and convenient travel
services for tenants. All of them at last form a multi-profit closed loop. With
the fierce competition between localized DiDi and foreign UBER, as well as
the development of user’s travel habit, 020 taxi service have become an
essential way of travelling for us. The market becomes increasing clear, so it
is far-reaching important for the study of influential factors that 020 taxi
service consumers adopt.
In this study, we will target the 020 taxi service consumers as the
research object, and research factors which have impact on consumers’
adoption of 020 taxi service. Our research is mainly based on the User
Adoption Behavior Theory, combined with the Diffusion of Innovation
Theoiy, the Risk Perceive Theory and the advantages of the use of Situational
Theoi-y. We believe that perceived value, individual innovation, social impact,
and perceived enabling conditions positively influence consumer adoption, and perceived usefulness, perceptual compatibility, and perceived risk acting
on perceived value indirectly effect adoption willingness. We use SPSS to do
validity and reliability analysis on the 265 valid questionnaires, and test
structural equation by AMOS. Then the positive and negative factors
influencing consumers&39; willingness to take 020 taxi service are
demonstrated.
According to the empirical analysis, perceived value, perceived enabling
conditions, social impact and individual innovation positively impact
consumer acceptance of 020 taxi services. Perceived usefulness, perceptual
compatibility positively impact perceived value, while perceived risk
negatively affects the perceived value of consumers. Also, use context
positively influences the perceived usefulness and perceived ease of use of the
consumer, but the positive impact of consumer perceived ease of use on
perceived value has not been confirmed. According to the conclusion, our
study provides suggestions for the 020 taxi service platform from the
practicality, good quality, high reputation and innovation dimension, so that
the platform can better extend and retain users, and provide efficient and
convenient travel service for consumers.
KEY WORDS: taxi service; perceived value; perceived risk; adoption
willingness; structural equation
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i 目录
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要显示当前回显设置，键入不带参数的 ECHO。1-1研究背景1.2研究意义1.2.]理论意义1.2.2实践意义1.3研究内容和研究方法1.3.1研究内容1.3.2 研究方法1.4研究创新点
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1.4.1研究内容创新1.4.2研究模型创新第二章相关理论与文献综述
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2.1用户采纳行为理论
..6
2.1.1理性行为模型2.1.2计划行为模型
..........8
2.1.3技术接受模型2.1.4用户感知价值模型2.2创新扩散理论2.2.1创新扩散理论定义2.2.2创新扩散理论的特点2.2.3创新扩散过程2.3感知风险理论2.4使用情境理论2.5 020打车服务相关研究2.5.1 020打车服务发展现状2.5.2 020打车服务相关综述第::章研究模与假设3.1模型研究 20
3.1.〗模型依据3.1.2构建模型
20 3.2 研究假设
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3.2.1感知有用性与感知价值
...21
3.2.2感知易用性与感知价值
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3.2.3使用情境
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3.2.4感知风险性与感知价值
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3.2.5感知兼容性与感知价值…
..........22
3.2.6感知价值与采纳意愿
...22
3.2.7社会影响与采纳意愿
.......23
3.2.8 个体创新与采纳意愿
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3.2.9感知促成条件与采纳意愿
23
3.3调查问卷设计和样本收集
24
3.3.1问卷测量题项设计
24
3.3.2 问卷前测
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3.4 问卷发放
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第四章数据分析与假设检验
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4.1描述统计性分析
...30
4.2 信度分析
.31
4.3效度分析
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4.3.1 KMO检验和Bartlett球形检验
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4.3.2 因子分析
33
4.4假设检验
36
4.4.1 模型评价
36
4.4.2模型拟合评价
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4.4.3 假设检验结果
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第五章研究结论与展望
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5.1 研究结果分析
...40
5.2研究建议
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5.3 研究不足与展银
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附录调查问卷
49
52
作者攻读学位期间发表的学术论文目录
53
第一章绪论
第一章绪论
1.1研究背景
互联网用了 20左右的时间,从单向互动的webl.O到2002年开始的人与人之间
双向互动的web2.0,发展至今的大数据、人工智能为代表的web3.0的鼎盛时期,创
造诸多风口,经历了 PC端繁荣,移动互联网迅速发展,进入DT时代和AI(人工智
能,Artificial Intelligence)时代。各大互联网巨头快速布局,形成生态化,各新型
创业公司反应迅速,如雨后春笋遍布各行各业,覆盖衣食住行,成为大众不可或缺的
一部分。截止至2016年6月,我国网民规模己达7亿,互联网普及率已超过50%,
而其中手机网民达6.6亿,占网民的93%,这也是移动互联网迅猛发展的必然结果
出行方式与大众生活息息相关,高效的出行方式,不仅可节约社会成本,提高大
众生活幸福感,还可以降低环境污染。出租车、公交车、地铁及私人车是常用的出行
方式,大众在金钱成本、时间成本及舒适度成本之间做取舍而选择出行方式,通常金
钱成本越大,时间成本越低,适合度越好,比如私家车和出租车。而公交车和地铁则
一般是在牺牲时间成本和舒适度的代价下,降低了金钱成本。但是更多的情况出租车
满城空载找客、私家车空座穿梭于城市之间,造成资源的极大浪费。打车软件应时而
生,在出行市场中找到新的突破口,020约车平台作为中介角色,开发基于智能手
机的打车软件,提供预约出租车、快车、专车及顺风车等服务,将车主和租客联系起
来,为出租车实时更新租客需求时间和地点,为私家车提供订单,为租客提供较低价
格、便捷且较好体验的出行服务
从商务交易分类来看,网上支付的用户己接近5亿,网上支付的发展为互联网便
捷消费奠定了基础。随着互联网发展及技术成熟,020打车服务逐渐成为出行市
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