Spatial Crowdsourcing Service Quality Based On Rooting Theory Research

The development of the sharing economy has led to the urgent need for enterprises to integrate internal and external resources to form a complete open and borderless innovation model to improve their competitive advantage.The spatial crowdsourcing platform has become an indispensable part of the public’s daily life,and the ensuing service quality issues have once become a hot topic in society.The quality of online taxi services has been changing with the changing needs of passengers,and a relevant theoretical framework for quality evaluation is important to improve the service quality of the receiving party and the platform,and to reduce the risks of the sending party’s rides.In the qualitative research phase,open new coding of text data was conducted using NVivo12.0 software,and the main axis coding based on the SERVQUAL model and the UTAUT model was used to obtain the main service quality categories: tangibility,reliability,responsiveness,assurance,empathy and perceived price level.In the selective coding stage,the original data statements are analysed to mine the relationship structure between the main categories and between the main categories on the service quality of the online taxi,and at the same time constructed into a theoretical model.In the quantitative research phase,the 18 categories of the open coding phase of the rooted theory were taken as observable variables and the six main categories of the selective coding phase were taken as latent variables.The latent variable satisfaction is then introduced with reference to rational behaviour theory to describe the level of service quality,and is observed using three variables: intention to use,intention to recommend and loyalty.A questionnaire was designed based on the 21 observable variables and validation factor analysis was conducted using AMOS 24.0,and the results showed good scale fit.The results of the final structural equation model path test showed that all nine hypotheses were significant.The weights of the observable variables were calculated using principal component analysis.Based on the above results 11 reviews of the service quality of the online taxi platform were crawled and the final scores were calculated.Combining the qualitative and quantitative analysis results,this study corroborates the existence of three critical paths for service quality evaluation and builds a spatial crowdsourcing service quality evaluation model with online taxi as an example.The study concludes that perceived price level,responsiveness,empathy,reliability,assurance and tangibility have a significant positive impact on service quality evaluation.Perceived price level has a significant positive effect on empathy,reliability on assurance and tangibility on assurance.