Research On The Effect Of Customer Experience On Behavioral Intention On Mobile Taxi Under O2O Model

In recent years,with the development of science and information technology,020 e-commerce model is developing very rapidly in China.Mobile taxi as one of important classification of 020 e-commerce market is growing rapidly.According to China mobile Internet research report which published by CNNIC show that as of June 2014,the scale of Chinese mobile taxi software by users for 4908 and it already reach 9.3%in the mobile Internet users,nearly 10%of the proportion of users has reflected a certain market potential.The vigorous development of mobile taxi has also increased mobile taxi market competition,and the service of mobile taxi companies that providing to customers is a wonderful experience.this experience should contain the entire process of the company's marketing activities,and this experience will affect the behavioral intention of customers.This research build the theoretical research framework that the effect of customer experience on behavioral intention on mobile taxi under 020 model,in order to draw conclusions and recommendations of mobile taxi.Firstly,through the paperreviews and analyses of the related literatures about customer experience,customer perceived value,customer satisfaction and behavioral intention,the theoretical model is constructed,and the relevant assumptions are proposed.Then select the mobile taxi as the background of empirical study.Through statistically analyzing the data collected,empirical test is launched.According to the result of analysis,this reseach draw the following conclusions:first,the customer experience has a significant influence on customer perceived value,and its three dimensions have significant influences on customer perceived value;Second,service experience and relationship experience have significant influences on customer satisfaction,and communication experience doesn't have a significant influences on customer satisfaction;Third,customer experience has a significant effect on behavioral intention,and its three dimensions have significant influences on behavior intention;Fourth,customer perceived value and satisfaction have significant influences on behavior intention;Fifth,customer perceived value and customer satisfaction play a partial intermediary role between customer experience and behavioral intention.Finally,according to the conclusion,this reseach put forward the feasible marketing suggestions of mobile taxi under 020 model,and provide the reliable information for the mobile taxi companies to understand and grasp the consumer behavior.