Influence Factors Of Users' Continuance Intention For Using Mobile Taxi Booking Software

Mobile Internet is imperceptibly changing the daily life of the mobile Internet users,this gives convenient conditions to the application and popularization of mobile taxi booking software.Mobile taxi booking software,to a certain extent,eases the problems that "Taxi difficult" for passengers and high "Empty rates" for drivers.It integrates vehicle information and passenger information using Internet technology to change the unequal status of the driver's and passenger's information,meanwhile it matches the driver's supply information with the passenger's demand information effectively in order to increase the efficiency of both the driver and the passenger.The current mobile taxi booking market tends to be stable,so the long-term development of the mobile taxi booking software depends on users' continuous use.Therefore,it is worthy to research the real influence factors of users' continuance intention for using mobile taxi booking software and provide promotion and management advices for the operators of mobile taxi booking software.At present,the research on mobile taxi booking software users' using behavior is fewer in academic field.This article reviews a lot of empirical research articles relating to the mobile Internet.Based on the ECM-ISC model and the VAM model,a theoretical model is built and improved by adding factors such as perceived system quality,perceived service quality,perceived risk,perceived fee and subjective norm according to the characteristics of taxi booking software.Then 11 hypotheses are put forward.This article learns from mature scale design in the existing researches,and combines it with the characteristics of mobile taxi booking software to design the scale and questionnaire of this research.Then this article uses Amos 17.0 and SPSS 17.0 software to analyze effective questionnaire data by descriptive statistics analysis,reliability and validity analysis and structural equation model analysis.The empirical analysis results show that perceived usefulness,perceived system quality,and perceived service quality have significant positive impact on users'perceived value,and the effect of perceived service quality is the highest;Perceived risk has significant negative impact on users' perceived value;expectation confirmation has positive influence in both perceived value and satisfaction;Perceived value can not only affect users' continuance intention directly,but also can affect users' continuance intention indirectly by satisfaction;and subjective norm also have a significant positive impact on users' continuance intention.Finally this article puts forward the corresponding management and promotion proposals for the operators of mobile taxi booking software basing on the empirical analysis results.