중국 차량공유 플랫폼 디디추싱의 차량 소유자의 가치 공동창조 영향 요인

Abstract

This paper reviews a Chinese car-sharing service of Didi Chuxing which is the world’s largest mobility and convenience platform, to analyze what kind of factors influence the platform’s car owners participation in value co-creation behavior. We used a conceptual model which combines unified theory of acceptance and use of technology (UTAUT) with perceived risk to review car owners’ value co-creation intention and behavior in Didi platform. To test the conceptual model we collected survey data from car owners in the platform (364 valid cases). The test results show that value co-creation intention has a positive impact on value co-creation behavior. And performance expectancy, effort expectancy, and social influence are found to have a positive impact respectively on value co-creation intention; perceived risk has a negative impact on the intention; facilitation conditions have a direct and positive impact on the behavior. To explain value co-creation behavior of car owners the most important factor is behavioral intention to participate in the value co-creation. This research would be meaningful in that it provided empirical evidence for value co-creation intention and behavior in a platform of car-sharing economy, which is still an unfamiliar field and its research is lacking.