探討計程車APP之「服務品質」與「電子優惠券」對乘客使用計程車App意圖之影響-以大台北地區計程車隊爲例

Abstract

自2014年Uber以創新的計程車叫車形態加入臺灣市場後，臺灣傳統計程車產業發生了很大的變化，透過計程車智慧App系統來預約計程車已成爲民眾搭乘計程車時的另一種選擇。不同計程車隊爲了提升市場競爭力以及滿足消費者的需求，相繼推出專屬的叫車App提供乘客使用，不僅帶動計程車業者的數位轉型，實現乘客與計程車駕駛之間訊息傳遞的即時性，同時也提升了大眾叫車的便利性。隨著臺灣計程車的叫車平臺選擇越來越多，不少消費者在選擇搭車App前，會以網路上的評價作為參考，瀏覽其他乘客分享的搭車心得與車隊品牌間的比較。車隊爲了創造更廣大的市場，開始重視對乘客使用意圖的瞭解，期望提高乘客重複搭車率以及對品牌服務的好感度。本研究就計程車叫車App服務品質，以及搭車電子優惠券對乘客使用意圖影響進行探討，得出的研究結果為計程車叫車APP的服務品質以及電子優惠券對於乘客使用意圖具有正向的影響關係。Since Uber introduced its innovative ride-hailing service to the Taiwan market in 2014, there have been significant changes to the traditional taxi industry. The use of taxi-hailing apps has become a popular option for people in Taiwan to order taxis. To improve market competitiveness and meet consumer demand, different taxi companies have launched their own specialized taxi-hailing apps for passengers to use. This has not only facilitated the digital transformation of the taxi industry but has also improved communication between passengers and drivers in real-time, enhancing the convenience of booking a taxi. With more and more options available for taxi-hailing platforms in Taiwan, many consumers rely on online reviews to make their choice of ride-hailing app, comparing the experiences of other passengers and the performance of different taxi brands. To create greater market opportunities, taxi companies have started to focus more on understanding the intentions of passengers and hope to increase the rate of repeated usage and good perception of their brand services. This study aims to explore the service quality of taxi-hailing apps and the impact of electronic incentives on passenger usage intentions. The findings will be helpful in clarifying the marketing strategies for taxi operators. This study used a questionnaire survey to sample passengers in Taipei who have used taxi-hailing apps to order a taxi.