基于PLS-SEM和NCA的大学生网约车满意度研究  

A Study on College Student Satisfaction with Ride-Hailing Based on PLS-SEM and NCA

作　　者：李纲[1] 张鑫杰 郭姝娟 LI Gang;ZHANG Xinjie;GUO Shujuan(School of Transportation Engineering,Dalian Jiaotong University,Dalian 116028,China;School of Transportation Engi-neering,Dalian Maritime University,Dalian 116026,China)

机构地区：[1]大连交通大学交通工程学院,辽宁大连116028 [2]大连海事大学交通运输工程学院,辽宁大连116026

出　　处：《大连交通大学学报》2024年第5期24-32,共9页Journal of Dalian Jiaotong University

基　　金：辽宁省社会科学规划基金项目(L24BGL006);辽宁省属本科高校基本科研业务费专项资金资助(LJ112410150021);辽宁省教育厅基本科研项目(LJKMR20220378);辽宁省研究生教育教学改革研究项目(LNYJG2024133);大连市社科联课题(2024dlskzd162)。

摘　　要：为探索大学生利用网约车出行行为的内在机理,在网约车领域提出结合基于充分性逻辑的偏最小二乘法结构方程模型(PLS-SEM)和基于必要性逻辑的必要条件分析(NCA)两种方法,引入外部环境、运营服务、感知安全、负面体验和安保措施,构建了大学生利用网约车的乘客满意度模型。应用PLS-SEM对1 102份有效数据进行检验分析,识别模型中的充分性因素;利用PLS-SEM得出的潜变量得分作为应用NCA的起点,得出乘客满意度的必要性因素。研究结果表明,从充分性角度,运营服务、感知安全、负面体验和安保措施的总效应分别为0.422、0.184、-0.160、0.066,对乘客满意度有不同的显著性影响。从必要性角度,运营服务和感知安全也是必要性因素。要想获得中等水平(50%)的乘客满意度,需要运营服务至少达到27.2%,而要想获得最高水平(90%~100%)的乘客满意度,则不仅需要运营服务达到57.3%,还需要感知安全达到39.7%。研究结果突破了以往单一利用结构方程模型研究网约车出行行为机理,可以确定优先提升网约车服务质量的方向,丰富和拓展对青年群体(尤其是大学生)使用网约车出行行为的理解,为交通管理部门和网约车平台制定合理的网约车政策与措施提供理论依据。To reveal the intrinsic mechanism of college students using ride-hailing services,two methods,namely the Partial Least Squares Structural Equation Model(PLS-SEM)based on sufficiency logic and Ne⁃cessity Condition Analysis(NCA)based on necessity logic were combined in the field of ride-hailing to con⁃struct a passenger satisfaction model for college students using ride-hailing services,including external envi⁃ronment,operational services,perceived safety,negative experiences and security measures.Firstly,PLSSEM was applied to test and analyze 1102 valid data to identify the sufficient factors in the model.Then,the necessary factors for passenger satisfaction are determined,using the latent variable scores obtained from PLS-SEM as input for applying NCA.The research results indicate that from the perspective of sufficiency,the total effects of operational service,perceived safety,negative experience and security measures are 0.422,0184,-0.160 and 0.066 respectively,which have different significant impacts on passenger satisfaction.From a necessity perspective,operational services and perceived safety are also necessary factors.To achieve a moderate level(50%)of passenger satisfaction,operational services need to reach a level of at least 272%,while to a⁃chieve a high level(90%-100%)of passenger satisfaction,not only operational services need to reach a level of 57.3%,but also perceived safety needs to reach a level of 39.7%.This study breaks through the previous only use of structural equation modeling to study the mechanism of travel behavior by ride-hailing.It can de⁃termine the direction of prioritizing the improvement of ride-hailing service quality,enrich and expand the un⁃derstanding of young people(especially college students)travel behavior by ride-hailing,and provide theoret⁃ical basis for traffic management departments and ride-hailing platforms to formulate reasonable ride-hailing policies and measures.

关 键 词：网约车 乘客满意度 PLS-SEM NCA 大学生 

分 类 号：F724.6[经济管理—产业经济] F572F713.55