Research On Loyalty Evaluation Of College Students’ Ride-hailing Travel Based On PLS-SEM And Bayesian Network

Taxi is an important part of China’s urban public transport system.It has irreplaceable advantages in solving the travel problems of urban residents.At present,domestic and international research on online car Hailing industry mainly focuses on laws,regulations and supervision,while there are few empirical studies on the factors affecting online car Hailing customer loyalty.As one of the main users of online car hailing,there are relatively few studies on College Students’ satisfaction with online car Hailing.At the same time,the non normal and non-linear relationship between influencing factors is not well handled,which makes the prediction lack of accuracy.Therefore,using the online car Hailing use data of college students in Dalian in 2019,this paper constructs the online car Hailing loyalty model of college students.Then,PLS-SEM model is used to explore the relationship between the six variables of perceived quality,perceived value,negative experience,perceived safety,passenger satisfaction and passenger complaint and passenger loyalty.Finally,Bayesian network is used to further infer and diagnose the relationship between the factors.At the same time,using the theoretical and empirical ability of PLS-SEM and the potential of Bayesian in the field of nonlinear relationship and prediction diagnosis,we can predict and diagnose the influencing factors of College Students’ online car Hailing user loyalty.The research shows that perceived quality,perceived value and perceived safety will all affect passenger satisfaction,and indirectly have a positive impact on passenger loyalty.Compared with perceived quality and perceived safety,perceived value has the greatest impact on loyalty;The travel time perception of perceived value is greater than that of travel cost;Negative experience has a negative indirect impact on passenger loyalty;Passenger complaints have a negative direct impact on passenger loyalty;Finally,policy suggestions are put forward from four aspects: online car Hailing comfort,charging rules,improving taxi convenience and safety to improve college students’ loyalty to online car Hailing.