Leading the sharing economy: An exploration on how perceived value affecting customers’ satisfaction and willingness to pay by using DiDi

Huijun Yang and Lantian Xia

Journal of Global Scholars of Marketing Science, 2022, vol. 32, issue 1, 54-76

Abstract: This study aims to explore the factors affecting customers’ satisfaction and willingness to pay by using DiDi Chuxing (DiDi) in China. A total of 415 valid questionnaires were collected. Data were analysed by using Exploratory Factor Analysis (EFA) and multiple regression. Five factors identified to have affected customers’ satisfaction and willingness to pay are Emotional Value, Economic Value, Social Value, Service Value, and Functional Value. Demographic profile towards these five factors reveals several significant differences. This study contributes to the operation of sharing-economy companies, service improvements of drivers and customer experience, market segmentation and formulation of marketing strategies.

Date: 2022
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DOI: 10.1080/21639159.2020.1808833

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