A Study On The Influencing Factors Of Female Consumers’ Willingness To Continue Using Ride-hailing Services

With the rapid development of social technology,a peer-to-peer ride-hailing business based on network and digital technology emerges as The Times require.It relies on online applications to realize real-time docking between users and drivers,so as to complete offline ride-hailing services.The ride-hailing service is a revolution of the taxi industry,breaking the traditional mode and effectively solving the problems of information asymmetry in the ride service,which not only meets the travel needs of passengers,but also promotes the effective use of social resources.With the continuous expansion of the ride-hailing market,people have gradually changed the traditional way of travel and become accustomed to using ride-hailing services to meet travel needs.However,due to the rapid growth of market demand,the gradual improvement of relevant laws and regulations,and the increase of supervision by relevant departments,e-hailing market in our country is facing severe challenges.Safety is an important factor that affects consumers’ willingness to use and restricts the development of e-hailing.In recent years,vicious safety accidents of online car-hailing have occurred frequently.It is difficult to guarantee the safety of female consumers in the process of using online car-hailing services,which may affect female users’ continued use of online car-hailing services in the future.In this context,from the perspective of female consumers,based on risk perception and efficacy belief theory,this study discusses the internal influencing factors of consumers’ choice of online ride-hailing services.Specifically,this study will focus on core variables such as risk perception,self-efficacy,proxy efficacy and trust,and build a model of willingness to continue using e-hailing services,so as to discuss its influence mechanism.A total of 356 valid questionnaires were collected by means of random online distribution,etc.,and then descriptive statistics were carried out by SPSS and structural equation model was constructed by Amos24.0 to analyze the reliability and validity of the overall model and verify relevant hypotheses.The results showed that trust had a significant positive effect on continuous usage intention.Risk perception has a significant positive effect on self-efficacy;Both self-efficacy and proxy efficacy have a significant positive effect on trust,and proxy efficacy has a positive moderating effect on self-efficacy and trust.The results of this study to some extent make up for the lack of female perspective in the field of online ride-hailing,and provide an empirical basis for further exploration of female passengers’ willingness to use online ride-hailing services in the future.In addition,this study analyzed the influencing factors of the intention to use e-hailing cars,making contributions to the relevant research of the intention to continue using ehailing cars.From the perspective of female consumers,the results of this study can provide suggestions for users to ensure safety and avoid safety incidents by improving their own ability.Based on the perspective of online ride-hailing platform,this study can have a clearer understanding of the factors that affect female users’ intention to use,so as to improve the platform mechanism,make targeted improvements,retain female users and obtain sustainable benefits.