A Study on the Influencing Factors of Car-hailing Users' Continuance Intention based on ECM-ISC model

Abstract

With the development of "Internet +" and consumers' growing demand for personalized travel services, car-hailing began to flourish in the transportation field. The phenomenon of restricted private car and the shortage of taxis has accelerated the car-hailing industry. In 2017, China's online car-hailing developed rapidly. The crux to the sustainable development of the profession is whether the platform can ensure the stable growth of the number of active users in the future. As a typical representative of "Internet + sharing economy + transportation", research on users' continued use intention is not abundant. Based on the expectation-confirmation model of continuous use of information systems, united in the situations of online car-hailing, this paper replaced perceived usefulness with perceived value, and uses habit as a moderator variable to construct a conceptual model of users' continuous use intention. The empirical study conducted an online questionnaire survey of 323 car-hailing users from May 1 to 31, 2022. The analysis used SPSS26.0 and AMOS26.0 for demographic analysis, validity and reliability verification, confirmatory factor analysis, correlation analysis, moderating effect test and structural equation model path test. The results of the study revealed that: expectation confirmation has a great positive impact on perceived value and satisfaction; perceived value has a great positive impact on satisfaction and user continuation intention; satisfaction has a great positive impact on user continuation intention. In terms of the adjustment effect of habit, habit will improve the impact of perceived value and satisfaction on users' continual use. This study is intended to examine the influencing factors of the continuous use of car-hailing users, provide a certain reference for the car-hailing platform to make relevant customer management strategies, which is important for enterprises to improve consumer participation and make the full use of idle social resources.