승차공유 서비스의 지속이용의도에 관한 영향요인분석

An Analysis of the Factors Affecting Continuous Usage Intention of Ride-Hailing Services of Vietnamese Customers

Purpose This study identifies the factors affecting the continuous usage intention of ride-hailing services intention of customers who had experience in using shared passenger transport services in Vietnam. In addition, this study verifies the relationship between perceived value and brand image with the intention of continuous usage. Furthermore, this study recommends an efficient marketing strategy for ride-hailing service businesses. Design/Methodology/Approach Data from 206 Vietnamese respondents living in Vietnam were collected through a survey. In order to verify the discriminative validity and convergent validity of constructs such as the benefit and sacrifice factors in the VAM model, the confirmatory factor analysis of the measurement model and structural equation modeling were conducted. Findings Key findings include the following. First, usefulness and accuracy in the benefit factors are positively related to the perceived value of potential customers, but reliability does not affect the perceived value. Second, price-sensitivity in the sacrifice factor has a negative strong impact on perceived value while security-risk and face-to-face instability do not have any effect on perceived value. Finally, perceived value and brand image positively influence consumer’s continuous usage intention of ride-hailing services. Research Implications This study is conducted on behalf of those who actually had access to shared passenger transport services in Vietnam. For the first time, this study adopts the VAM model to explain the influencing factors of continuous usage intention of shared passenger transport services. In addition, by adding a factor called brand image to the VAM model, this study is differentiated from other existing research studies with the addition of a factor called brand image to the VAM model.