基于主观幸福感的大学生网约车乘客满意度和忠诚度研究

李纲^1,2，赵静怡²，张玉²

1.大连海事大学交通运输工程学院，辽宁 大连  116026;

2.大连交通大学交通运输工程学院，辽宁 大连  116028

摘要：为研究大学生网约车乘客主观幸福感、网约车的运营服务与乘客满意度和忠诚度间的关系及影响因素，利用2019年大连市9所高校的大学生网约车和巡游车出行行为数据，构建正向情感、负向情感、运营服务、乘客满意度和忠诚度的结构方程模型对网约车和巡游车进行对比分析。结果表明：网约车和巡游车中大学生的正向情感、运营服务对乘客满意度有显著的正向影响，乘客满意度对忠诚度有显著的正向影响；网约车中负向情感对乘客满意度有一定的负向影响。在网约车和巡游车中，运营服务对乘客满意度影响最大，网约车的出行时间和巡游车的准时性对运营服务最重要。运营服务、正向情感和负向情感对网约车和巡游车忠诚度的总效应依次递减。对大学生网约车的主观幸福感、乘客满意度和忠诚度的相互作用机理进行验证，可为网约车和巡游车的发展提供一定的政策依据。

关键词：网约车；巡游车；乘客满意度；忠诚度；主观幸福感；结构方程模型

The passenger satisfaction and loyalty about online ride-hailing for college students based on subjective well-being

LI Gang^1,2, ZHAO Jingyi², ZHANG Yu²

1. College of Transportation Engineering, Dalian Maritime University, Dalian 116026 ,China;

2. School of Traffic and Transportation Engineering, Dalian Jiaotong University, Dalian 116028 ,China

Abstract:In order to study the relationship between some evaluation factors subjective well-being of college students′ online ride-hailing, the operational service level of online ride-hailing, passenger satisfaction and loyalty and the influencing elements, the travel behavior data of college students′ online ride-hailing and cruise taxi from 9 universities in Dalian in 2019 are used. The structural equation models (SEM) of positive emotion, negative emotion, operational service, passenger satisfaction and loyalty are built to make a comparative analysis of ride-hailing and cruise taxi. The results show that college students′ positive emotion and operational service have a significant positive impact on passenger satisfaction, and passenger satisfaction has a significant positive impact on loyalty. Negative emotion has a certain negative influence on passenger satisfaction. Among online ride-hailing and cruise taxi, the operational service has the greatest impact on passenger satisfaction, and the travel time of online ride-hailing and the punctuality of cruise taxi are the most important to the operational service. The total effect of operational service, positive emotion and negative emotion on the loyalty of online ride-hailing and cruise taxi decreases successively. To verify the interaction mechanism of subjective well-being, passenger satisfaction and loyalty of college students in online ride-hailing can provide a certain policy basis for the development of online ride-hailing and cruise taxi.

Keywords:online ride-hailing; cruise taxi; passenger satisfaction; loyalty; subjective well-being; SEM