Study on college students′ loyalty of online ride-hailing based on BN and PLS-SEM
LI Gang
XU Wei
Abstract：In order to analyze the mechanism of college student online ride-hailing passenger loyalty and its influencing factors,Bayesian networks(BN)and partial least squares structural equation modeling(PLS-SEM)is combined to analyze the relationship between negative experiences,operational services,environmental satisfaction,passenger satisfaction,and loyalty of college student online ride-hailing passengers in Dalian in 2019.Constraint-based automatic learning methods are used in BN to learn the relationship between factors and obtain the network structure of the correlation between different influencing factors.Through PLS-SEM testing and analyzing the BN structure,a passenger loyalty model is established.The results showed that passenger satisfaction is the largest factor affecting loyalty,with a total effect of 0.508;negative experience is the smallest factor affecting loyalty,with a total effect of-0.146.Passenger satisfaction is a key indicator to improve college student online ride-hailing loyalty.The online ride-hailing platform should improve college students′ ride experience and loyalty by optimizing the in-car environment,shortening travel time,regulating driver behavior,upgrading application software,and other measures.The study of college student online ride-hailing loyalty based on BN and PLS-SEM can enrich the decision-making behavior mechanism and research methods of online ride-hailing passengers,and provide management decision-making basis for relevant departments and online ride-hailing platforms.
Keywords：online ride-hailingpassenger loyaltypassenger satisfactionBNPLS-SEM
Publication Date：2024-03-30
Online Publishing Date：2026-05-22(First online date of this platform, not the publication date of the document)
Pages：8( 56-63 )