基于顾客让渡价值的共享汽车选择因素分析  

Analysis of the Factors Affecting the Choice of Carsharing Based on the Customer Delivered Value

作　　者：李雷鸣[1] 赵晓燕 于跃 LI Leiming;ZHAO Xiaoyan;YU Yue(School of Economics and Management, China University of Petroleum(East China), Qingdao, Shandong 266580, China)

机构地区：[1]中国石油大学(华东)经济管理学院,山东青岛266580

出　　处：《中国石油大学学报（社会科学版）》2020年第3期43-49,共7页Journal of China University of Petroleum (Edition of Social Sciences)

基　　金：中央高校基本科研业务费专项资金资助项目(27R1606047B)。

摘　　要：共享汽车作为“互联网+交通”的创新型交通出行方式,能够有效缓解出行难题、减轻环境污染,但其发展面临用户规模难扩大、车辆周转率低等问题。基于顾客让渡价值的全新视角,结合共享汽车“线上自助式服务”的特点,加入感知风险成本因素补充原有顾客让渡价值理论,从价值和成本两个维度,整合共享汽车属性和使用流程,构建共享汽车用户的顾客让渡价值模型,探究影响消费者选择共享汽车出行的因素。用户规模和活跃度是衡量车辆周转率的关键指标,共享汽车运营平台要重视用户体验,全方位、多途径提升产品和服务价值,依托技术创新等手段降低出行成本,提高车辆周转率,推进产业可持续发展。As an innovative transportation mode with characteristics of"Internet+traffic",carsharing can effectively alleviate travel problems and reduce environmental pollution.However,it is faced with the problems of difficulty in expanding user scale and low vehicle turnover rate.Based on the new perspective of customer delivery value,and in the light of the characteristics of"online self-service"of carsharing,we add the perceived risk cost factors to supplement the original customer delivered value.Then,from the two dimensions of value and cost,considering the attributes and use process of carsharing,we construct the customer delivered value model of carsharing users to analyze the influencing factors of carsharing.User scale and activity are key indicators to measure the vehicle turnover rate.The carsharing operators should attach great importance to user experience,improve the value of products and services in a comprehensive way,reduce travel costs via technological innovation,so as to improve the vehicle turnover rate and promote the sustainable development of the industry.

关 键 词：顾客让渡价值 共享汽车 价值和成本 出行行为 

分 类 号：F570.6[经济管理—产业经济]