Investigating Consumer’s Intention for Ride-sharing Economy through Data Analysis from Didi Chuxing

Abstract

“Ride-sharing economy” and “sharing economy” are hot topics usually appearing in recent ten years. From Airbnb, Uber to Didi, Mobike, and from house sharing to bicycle and ride sharing, sharing economy has begun to touch various views of many consumers daily life. And ride-sharing economy is the best kind of sharing economy with development and application of Information and Communications Technologies (ICTs). ICTs has made advances at full speed, expanded its extent of influence constantly through connection with client-side mobile terminal, as well as accelerated development and increased influences of commercial application needs like social media, network community, electronic commerce, mobile commerce and Internet. Till now, Internet, social media and mobile commerce all closely correlate with users’ life and become associated with each interpersonal network, but also lead to sense of alienation between users in real life of the people worldwide. Thus, the enterprise’s managing directors urgently need to comprehend the links with users motivation, attitude, behavioral intention and requirement by users for sharing economy services, so as to take the preemptive marketing strategy and opportunities in future online sharing business development. This study is to examine the impacts of perceptions on convenience, reputation, social value, attitude and consumer behavioral intention to use a ride-sharing service. Accordingly, the research result was completed by survey data $( \mathrm {N}=118)$ gathered from positive consumers who have taken part in ride-sharing service with Didi Chuxing in China. Next analysis with structural equation modeling (SEM) and confirmatory factor analysis (CFA) were carried out with SmartPLS 2.0, to prove if this online survey proof will become adequate for this arranged prototype. Finally, the outcomes of this research offer empirical verifications that convenience, reputation, social value and consumers’ attitude influence the consumers’ behavioral intention to take part in a ride-sharing service in sharing economy. All outcomes of the research with meanings for academic and practical research could be farther pondered in future.