用户忠诚度对共享出行平台价值提升的影响研究  

Research on the Influence of User Loyalty Perspective on the Value Enhancement in Ride-Sharing Platform

作　　者：段文奇[1] 张旭[1] 罗旭东 DUAN Wenqi;ZHANG Xu;LUO Xudong(College of Economics and Management,Zhejiang Normal University,Jinhua 321004,China)

机构地区：[1]浙江师范大学经济与管理学院,浙江金华321004

出　　处：《学习与探索》2020年第3期66-77,174,共13页Study & Exploration

摘　　要：以Uber和滴滴为代表的共享出行平台在全球范围内迅速崛起和扩张,为交通出行提供了极大便利。然而平台企业的快速成长也导致了一系列问题,其中最为突出的是共享出行平台的用户流失及其价值提升问题。研究用户对某一共享出行平台的持续使用意愿,对提高用户忠诚度提升平台价值有着重要作用。基于此,本文从用户忠诚度视角,对长三角地区共享出行平台消费端用户进行了实证调研,并构建了共享出行平台用户忠诚度的影响因素模型。研究结果表明,共享出行平台的用户感知价值是通过影响用户满意和转换成本,进而影响用户忠诚度,并提出实施用户满意策略和用户锁定策略能够有效提升共享出行平台价值。In recent years,the sharing economy has risen rapidly on a global scale and the ride-sharing platforms such as Uber and Didi are one of the most typical representatives,which provides great convenience for transportation.However,the rapid growth of the platform brings a series of issues,among which the most important is the user loss of ride-sharing platform and how to effectively enhance the value and competitiveness of the platform.The study of users’willingness to continue using a ride-sharing platform plays an important role in enhancing user loyalty and enhancing the value of the platform.[JP2]Therefore,based on the perspective of user loyalty,this paper conducts an empirical investigation on the consumers of ride-sharing platforms in the Yangtze river delta region,and constructs the influencing factor model of user loyalty of ride-sharing platforms.The research results show that the two dimensions of user perceived value of ride-sharing platforms influence user satisfaction and switching costs,and then affect user loyalty.The user satisfaction strategy and user locking strategy are proposed to enhance the value of ride-sharing platforms.And it is proposed that the implementation of user satisfaction strategy and user locking strategy can effectively enhance the value of the ride-sharing platform.

关 键 词：用户忠诚度 用户感知价值 共享出行平台 共享经济 用户满意 转换成本 

分 类 号：C12[社会学] D22[政治法律—政治学]