Research On Satisfaction And Subjective Well Being Of College Students’ Online Car Hailing Based On Service Quality

In 2020,the number of online car Hailing users has reached 360 million,which greatly meets the diversified needs of people and becomes an important means of transportation for people’s daily travel.College students are an important group of online car Hailing users.Improving college students’ satisfaction with online car Hailing plays an important role in the current and future development of online car Hailing.With the development of social economy and the improvement of people’s living standard,the formulation of transportation policy should not only meet people’s daily travel,but also improve people’s subjective well-being.At the same time,the pursuit of happiness is an important goal of human life.This study takes the quality of online car Hailing service as the main line,and uses the method of combining qualitative and quantitative analysis to explore the relationship between the quality of online car Hailing service,passenger satisfaction and subjective well-being.Based on the classic SERVQUAL scale and the current situation of online car Hailing industry,this paper establishes a service quality model with five dimensions of tangibility,reliability,responsiveness,safety and external protection to explore the relationship between College Students’ online car Hailing service quality and their satisfaction with online car Hailing.On this basis,it constructs a service quality model based on subjective well-being scientific literature and expert discussion Satisfaction and subjective well-being combined theoretical framework model.In 2019,a random sampling survey was conducted among the students in major universities in Dalian,and 1652 valid samples were collected.Through factor analysis,reliability analysis and validity analysis of valid samples by using SPSS software,the validity of the data is confirmed.Using independent sample t-test and variance analysis,the differences of subjective well-being and online car use satisfaction of college students with different characteristics are discussed.On this basis,the structural equation model is constructed by AMOS software to explore the relationship among the service quality,perceived satisfaction and subjective well-being of College Students’ online car hailing,and to discuss the impact of positive and negative emotions as mediating effects on life satisfaction.Using multi group structural equation model,this paper makes a comparative analysis of taxi and online car hailing from three parts: measurement model,latent variable and structural path.