Ride-sharing platforms: the effects of online social interactions on loyalty, mediated by perceived benefits

Abstract

Purpose

This study examines how customer loyalty among DiDi users in China is affected by two types of online social interaction (transactional and interpersonal) and how the online interaction–customer loyalty relationship is mediated by three kinds of perceived benefits (functional, social-hedonic and safety).

Design/methodology/approach

This study empirically examines research hypotheses based on a questionnaire survey of 428 DiDi consumers.

Findings

The results reveal that transactional interactions significantly enhance customer loyalty among DiDi users via the partial mediating effects of customers' perceived functional, social-hedonic and safety benefits. By contrast, interpersonal interactions do not directly influence customer loyalty, and only social-hedonic benefits fully mediate the positive influence of interpersonal interactions on loyalty.

Originality/value

This study contributes to the theoretical development of interactive marketing management by examining how two types of online social interactions contribute to customer loyalty on sharing economy platforms by influencing the perception of benefits. It also provides useful managerial insights to help ride-sharing platforms design online social interaction functions that improve customer perceptions and loyalty.

Citation

Zhang, J., Zhang, L. and Ma, B. (2023), "Ride-sharing platforms: the effects of online social interactions on loyalty, mediated by perceived benefits", Journal of Research in Interactive Marketing, Vol. 17 No. 5, pp. 698-713. https://doi.org/10.1108/JRIM-01-2022-0012