Ride-sharing platforms: the effects of online social interactions on loyalty, mediated by perceived benefits

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-02-02 DOI:10.1108/jrim-01-2022-0012

Jing Zhang, L. Zhang, Bei Ma

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引用次数: 1

Abstract

PurposeThis study examines how customer loyalty among DiDi users in China is affected by two types of online social interaction (transactional and interpersonal) and how the online interaction–customer loyalty relationship is mediated by three kinds of perceived benefits (functional, social-hedonic and safety).Design/methodology/approachThis study empirically examines research hypotheses based on a questionnaire survey of 428 DiDi consumers.FindingsThe results reveal that transactional interactions significantly enhance customer loyalty among DiDi users via the partial mediating effects of customers' perceived functional, social-hedonic and safety benefits. By contrast, interpersonal interactions do not directly influence customer loyalty, and only social-hedonic benefits fully mediate the positive influence of interpersonal interactions on loyalty.Originality/valueThis study contributes to the theoretical development of interactive marketing management by examining how two types of online social interactions contribute to customer loyalty on sharing economy platforms by influencing the perception of benefits. It also provides useful managerial insights to help ride-sharing platforms design online social interaction functions that improve customer perceptions and loyalty.

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拼车平台:在线社交互动对忠诚度的影响，以感知利益为中介

目的本研究考察了中国DiDi用户的客户忠诚度如何受到两种类型的在线社交互动（交易和人际）的影响，以及在线互动-客户忠诚度关系如何由三种感知利益（功能、社会享乐和安全）介导对428名DiDi消费者进行问卷调查。研究结果表明，交易互动通过客户感知的功能、社会享乐和安全利益的部分中介作用，显著提高了DiDi用户的客户忠诚度。相比之下，人际互动并不直接影响客户忠诚度，只有社会享乐利益才能充分中介人际互动对忠诚度的积极影响。原创性/价值本研究通过考察两种类型的在线社交互动如何通过影响利益感知来提高共享经济平台上的客户忠诚度，为互动营销管理的理论发展做出了贡献。它还提供了有用的管理见解，帮助拼车平台设计在线社交互动功能，提高客户感知和忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.