A Quantitative Study on Factors Influencing User Satisfaction of Micro-Mobility in China in the Post-Sharing Era

Abstract

In the post-sharing era, the evolution of the shared micro-mobility industry has transitioned from expanding market share to providing precise services. The focus on user satisfaction has shifted from a singular emphasis on functional utility to diversified product values. Product perceived value has emerged as a comprehensive factor for enhancing user satisfaction, aiding companies in formulating precise services, mitigating urban resource wastage, and promoting sustainable urban development. From the perspective of product perceived value, this study combined the analysis of factors affecting user satisfaction of shared micro-mobility and the interaction between these aspects and carried out the following two studies. Research No. 1: By mining the user review data on app platforms related to shared micro-mobility and adopting the latent dirichlet allocation (LDA) algorithm, we have initially identified 17 major factors affecting the satisfaction of users and summarized these factors into four research topics constituting product perceived value. Research No. 2: On the basis of Research No. 1, the content of the American Customer Satisfaction Index (ACSI) was expanded, and a user satisfaction research model focusing on the perceived value of shared micro-mobility products was constructed. Afterwards, by using the data collected in questionnaire surveys, structural equation modeling (SEM) was used to model the user satisfaction of shared micro-mobility through SEM, which was deployed to establish an empirical analysis. It is found that (1) both user expectation and product quality can positively affect the perceived value of products through interactive experience; (2) factors such as user expectation, product quality, interactive experience, and subjective consciousness can positively affect user satisfaction through the perceived value of products, with user expectation delivering the greatest influence; and (3) subjective consciousness has a direct positive effect on users’ willingness to continuously use a product but no significant effect on user satisfaction. These findings expand the user satisfaction theoretical model in the field of shared micro-mobility, constitute suggestions for product development and service promotion in the shared micro-mobility industry, and can provide new ideas and methods for the sustainable development of urban transportation.