题名

消費者選擇叫車平台之關鍵因素

并列篇名

The Key Factors for Consumer to Choose On-Demand Taxi Platforms-Using AHP Analysis Method

作者

李智明(CHIH-MING LEE)；張睿凱(RUEI-KAI CHANG)

关键词

叫車平台 ； AHP ； 關鍵因素 ； Ride-Hailing Platform ； AHP ； Key Factors

期刊名称

輔仁管理評論

卷期/出版年月

29卷2期（2022 / 05 / 01）

页次

81 - 115

内容语文

繁體中文
中文摘要

近年來，共享經濟興起，且手機的使用越來越普及，許多產業走向電子商務的趨勢，於是叫車平台紛紛崛起，與傳統的計程車產業一起分食載客運輸服務的市場大餅。傳統計程車業與叫車平台之間的競爭激烈，叫車平台如何吸引消費者並維持其忠誠度，成為叫車平台業者非常重要的一項挑戰。本研究針對消費者選擇叫車平台的關鍵因素進行探討，並期望研究成果能為相關產業帶來幫助。本研究藉由文獻探討，建構出AHP關鍵因素之層級架構，得出5個關鍵構面，以及24個關鍵因素。接著設計問卷並進行調查，共回收50份有效問卷，依據問卷計算關鍵構面和因素之整體權重並加以排序。研究結果顯示，第一名重要的構面為「服務」，前四名重要的因素依序為「司機」、「安全性和舒適性」、「多元支付方式」、「客訴服務」。本研究最後依研究結果，對叫車平台業者及政府相關部門提出建議，以幫助其制定行銷策略或相關政策。
英文摘要

Recently, with the rise of the sharing economy and growth in cell phone usage, many enterprises have entered the e-commerce market. Many ride -hailing platforms have emerged and begun to compete with the traditional taxi industry in the transportation sector. Strong competition between the traditional taxi industry and ride -hailing platforms makes it an important challenge for ride -hailing businesses to differentiate their services from traditional taxis, in order to attract consumers and maintain customer loyalty. This research investigates the key factors that influence consumers' choice of ride -hailing platforms, with the expectation that the results will help ride -hailing platform companies develop their future strategies. We identify through literature review five key dimensions and 24 factors under the AHP framework, and ranked their relative importance based on responses from 50 valid surveys. It is found that the most important dimension is ＂ service＂, and the top four important factors are ＂driver＂, ＂safety and comfort＂, ＂multiple payment methods＂ and ＂customer complaints service＂. Finally, based on the results, we propose recommendations for ride -hailing platform operators and government agencies to assist in the development of marketing strategies and relevant regulations respectively.
主题分类 社會科學 > 管理學
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