Study On Users’Behaviors To Mobile Taxi App

With the rapid development of mobile Internet and the number of smart phone increasing, it provides a good environment for the rise of mobile Taxi App. As an innovation commerce pattern, mobile Taxi App eases the problem that "Taxi difficult" for passengers and high "Empty rates" for drivers from information asymmetry. Meanwhile, in the boom of mobile commerce and020, mobile Taxi App possess the entrance value to020and potential of creating scenarios for mobile payments, demonstrating it of great commercial value. However, the App is experiencing the stage of market cultivation, while it has good prospects for development, how to promote effectively is a problem urgent to solve. There is little study for mobile Taxi App in academic field at present, and empirical study for it is almost empty.This paper reviews the theoretical models related to the field of mobile commerce, selecting TAM, IDT, TRA model as theoretical basis for integrating and expanding, learning from previous scholars’ view, from the perception of mobile Taxi App and introduces perceived risk, perceived entertainment, perceived price level as external variables, build the consumers’ use model of mobile Taxi App and raises corresponding assumptions. Then learn from mature scales, combined with mobile Taxi App background, we made operational definitions for model variables for questionnaire survey. We use SPSS19.0and LISREL8.70for data analysis including descriptive statistics, reliability and validity analysis. And structural equation modeling Approach is used for model fitting analysis, path analysis, hypothesis testing.The results show that:perceived ease of use, perceived usefulness and compatibility have indirect positive effect on consumers’ use intention through attitude; Subjective norm has a positive impact on user’s intent, perceived risk has a negative impact on the user’s intention to use; Perceived price levels has a negative impact both on use attitude and use intention; while perception of entertainment has no significant effect on users’ attitude and intention. This paper analyzes the results of hypothesis testing in realistic, and puts forward corresponding management recommendations of mobile Taxi App operators that helps operators to develop a more rational strategy for App promotion.