The Moderation Effect Of Discount Strategy On The Relationship Between Car Sharing Policy And Customer Satisfaction

Both the rapid growth of Internet science and technology and the rise of the sharing economy have led to the development of individual economies.Taking the taxi market as an example,the asymmetry of information has made the transaction cost higher,making it difficult to standardize operations.After the taxi company was created,the transaction costs of the market dropped,and the service became more and more standardized.As Internet science and technolog y are used more and more widely,shared travel platforms such as Uber,Lyft,and Didi emerge.Users can use the shared travel platform to reduce the cost of obtaining travel information and avoid information asymmetry.Compared with the services provided by the traditional taxi industry,the intrinsic advantages of car sharing online are more obvious,which can be reflected not only in the third-party platform to minimize operating costs,but also to enable consumers to obtain better services.The appearance of the car sharing online has made it much easier to travel for consumers.However,it did not last long.The car sharing policy of national and local governments have curbed the rapid development of the car sharing online market to some extent.In academia,researches about shared travel mostly focus on business model,marketing promotion strategies,organizational strategy strategies,advantages and disadvantages of car sharing policy,and customer satisfaction of mobile phone taxi softwares.There are almost no researches about the moderation effect of discount strategy on car sharing policy and customer satisfaction.This article will study whether the car sharing policy has an effect on customer satisfaction and whether the discount strategy can moderate the relationship between policy and customer satisfaction.The data of this study comes from Didi.Shenzhen is selected as the research object,and Meizhou is the reference object.The final research result obtained is that the initial period of the car sharing policy has a significant positive impact on customer satisfaction,and has a significant negative impact on customer satisfaction in the later period.The discount strategy has a significant positive moderation effect on the relationship between the car sharing policy and customer satisfaction.