중국의 P2P 차량공유서비스 품질과 이용자 만족도 간의 관계: 디디추싱 사례

초록

The vehicle-sharing service market that innovates traditional taxi usage methods is growing in China. This study focuses on the case of Didi Chuxing, a peer-to-peer (P2P) vehicle-sharing service platform, and investigates the relationship between P2P vehicle-sharing service quality and user satisfaction. The research process involved applying the SERVPERF model to examine the relationship between vehicle-sharing service quality and user satisfaction. Data were collected from 367 Didi Chuxing users in China, and regression analysis was conducted.According to the research results, the tangibles, reliability, responsiveness, assurance, and empathy of vehicle-sharing service quality all positively influence user satisfaction. Furthermore, in the relationship between vehicle-sharing service quality and user satisfaction, the age of service users showed a significant moderating effect. Users in their 30s and below exhibited significant moderating effects on tangibles, reliability, responsiveness, assurance, and empathy. On the other hand, users aged 30 and above only showed significant moderating effects on reliability and assurance. Based on these research findings, suggestions for improvement to enhance the activation of vehicle-sharing services and policy implications for the Korean government are provided.

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