探索旅行者中断综合打车服务行为意向的决定因素：从感知风险的角度看

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-08-24 DOI:10.1016/j.jretconser.2024.104046

Ke Lu, Chunmei Shi

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引用次数: 0

摘要

综合打车服务的出现带来了极大的便利。然而，多家服务提供商的参与以及综合打车平台缺乏监管，都会产生潜在的不利影响。考虑到风险感知，本研究旨在探讨影响旅行者中断综合打车服务行为意向的因素。通过采用反思形成的二阶结构，将感知风险分为与司机相关的感知风险和与平台相关的感知风险。此外，还包括满意度和转换成本的影响。为了验证理论框架，我们采用偏最小二乘法结构方程模型进行了实证研究。结果表明，态度、主观规范和感知行为控制共同影响了旅行者中断综合打车服务的行为意向，从而证实了理论框架的有效性。值得注意的是，感知行为控制是影响中止行为意向的最强因素。感知风险包括与司机和平台相关的因素，对满意度和态度产生负面影响，进而影响中止行为意向。此外，感知到的平台相关风险比感知到的司机相关风险影响更大。此外，转换成本与满意度和态度均呈负相关，而满意度与态度呈正相关。然而，这两个因素都会对旅客中断服务的行为意向产生负面影响。总之，这些研究结果加深了人们对旅行者中断综合打车服务行为意向的理解，并为服务提供商有效管理风险提供了有价值的见解。

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Exploring determinants of travelers’ discontinuance behavioral intention on integrated ride-hailing services: A perspective on perceived risk

The emergence of integrated ride-hailing services offers significant conveniences. However, the involvement of multiple providers and the lack of regulation within integrated ride-hailing platforms yield potential adverse impacts. Considering the perceptive of risk perception, this study aims to examine the factors influencing travelers' discontinuance behavioral intention on integrated ride-hailing services. By employing a reflective-formative second-order structure, perceived risk is classified into perceived driver-related risk and perceived platform-related risk. Additionally, the influence of satisfaction and switching cost is included. To validate the theoretical framework, an empirical study was conducted with method of the Partial Least Squares Structural Equation Modeling. It shows that attitude, subjective norm, and perceived behavioral control jointly influence travelers' discontinuance behavioral intention of integrated ride-hailing services, thereby confirming effectiveness of the theoretical framework. Noteworthily, perceived behavioral control is the strongest factor influencing discontinuance behavioral intention. Perceived risk, encompassing both driver-related and platform-related factors, negatively impacts satisfaction and attitude, subsequently influencing discontinuance behavioral intention. Further, perceived platform-related risk shows a higher impact than perceived driver-related risk. Moreover, switching cost exhibits negative correlations with both satisfaction and attitude, while satisfaction positively correlates with attitude. However, both factors negatively influence travelers' discontinuance behavioral intention regarding the service. Overall, these findings deepen the understanding of travelers’ discontinuance behavioral intention concerning integrated ride-hailing services and offer valuable insights to manage risks effectively for service providers.

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.