A Study On College Students’ Loyalty Of Ride-Hailing Based On BN And PLS-SEM

In recent years,the travel of college students has received increasing attention.The travel behavior of college students is very important for evaluating long-term life decisions on recent traffic scenarios and future transportation planning and law making.Ride-hailing provides passengers with higher efficiency and lower costs,and improves people’s mobility in areas lacking reliable alternative modes of transportation.Therefore,exploring the satisfaction and loyalty of college students in ride-hailing has important theoretical and practical significance.This paper uses the comprehensive method of Bayesian network(BN)and Partial Least Squares Structural Equation Model(PLS-SEM)to analyze the relationship between negative experience,perceived quality,security measures,safety,passenger satisfaction and loyalty of college students’ ride-hailing passengers in 2019.Firstly,principal component analysis was used to extract 25 indicators into 6 factors;Secondly,in BN,two constraint based methods of automatic learning are used to learn the relationship between factors,in order to obtain the network structure of the correlation between different influencing factors.Then,PLS-SEM was used to test and analyze the BN structure,and a passenger loyalty model was established.On this basis,a multigroup analysis was conducted based on different attribute variables of the college student population to explore the differences in ride satisfaction and loyalty among different groups of college student passengers and the role of influencing factors;Finally,use the passenger satisfaction index formula to calculate the satisfaction scores of various latent variables for college students’ passengers.The main conclusion is as follows: The comprehensive BN and PLS-SEM methods can effectively explore the decision-making mechanism of college students’ ride-hailing utilization.Passenger satisfaction is the biggest factor affecting loyalty,with a total effect of0.478;Security measures are the smallest factor affecting loyalty,with a total effect of-0.028;The order in which other factors affect loyalty is security,perceived quality,negative experience,and security measures.There are significant differences among different groups of college students in multiple pathways from negative experience to perceived quality,from perceived quality to loyalty,from safety to ride satisfaction,and from ride satisfaction to loyalty.In the calculation of latent variable satisfaction scores,security measures scored the highest,while the other variables in order were perceived quality,ride satisfaction,loyalty,safety,and negative experience.This study enriches the decision-making behavior mechanism and research methods of ride-hailing passengers,and proposes targeted suggestions to provide strategic decision-making and management basis for relevant government departments and ride-hailing platforms,promoting the healthy development of the ride-hailing industry.