중국 공유차량 디디추싱에 대한 북경 소비자의 수용요인에 관한 연구

A Study on the Factors of Consumers’ Acceptance for the DiDi Chuxing in Beijing Area

The objective of this study is to analyze relevant factors associated with consumers’ acceptance for Didi Chuxing, a representative vehicle sharing company, in China, especially in Beijing area. In recent years sharing services have grown significantly around the world and thus studies have been conducted on acceptance factors of consumers’ services for these sharing services. In this study, we applied the Technology Acceptance Models (TAM) which have been used to analyze the acceptance factors of new IT products or services. Based on the perceived risk, price sensitivity, brand image, customer satisfaction, perceived usefulness, and ease of use were measured by a structural equation model. Perceived risk had negative effects on perceived usefulness and perceived ease of use while online product reviews on the brand image had a positive effect on perceived ease and usefulness. However, price sensitivity does not have a statistically positive effect on perceived usefulness and perceived ease of use. These results provide important implication for customer marketing of the vehicle sharing company in Korea as well as in China.