The Influence of Continuous Improvement of Public Car-Sharing Platforms on Passenger Loyalty: A Mediation and Moderation Analysis

Public car-sharing is a growing business model that contributes to sustainable transportation and urban development. The continuous improvement of public car-sharing platform to garner passenger loyalty is vital for a car-sharing platform's success. This study applied perceived value theory, trust theory, and transaction cost theory to construct a structural equation model in order to explain passenger loyalty. Data from 755 surveys were collected using stratified sampling in mainland China. The estimated results of the theoretical model show that the relationship between continuous improvement and passenger loyalty is mediated by passenger perceived value, passenger trust, and transaction costs. Consequently, a multi-group analysis is conducted to analyze the moderation effects of passenger's license and car-sharing experience on the theoretical model. The results show that some of the path coefficients are significantly different between these sub-groups. This indicates that platforms should provide differentiate services for passengers based on the purpose of using car-sharing and usage experience. This study provides new theoretical insights into understanding passenger loyalty with respect to public car-sharing and provides policy recommendations for the sustainable development of public car-sharing.