摘要：

Abstract:

【Purpose/significance】It is difficult to meet the personalized travel needs of users for traditional travel modes. It provides

technical support for ride-hailing service based on the development of location-based services and mobile intelligent terminal

technology. Therefore, users' preferences should be accurately grasped so as to better construct the mobile travel ecosystem of users.

【Method/process】Based on the users perception theory, this paper design a conjoint analysis experiment. Users of online ride-hailing

services in seven representative provinces (municipalities) including Beijing, Shanghai, Jiangsu, Shandong, Liaoning, Chongqing and

Zhejiang were taken as samples. In the study, 298 valid data were collected through questionnaire survey. This paper makes an

empirical analysis of the recovered data and studies the users' choice behavior of ride-hailing service.【Result/conclusion】The results

show that users' preference for ride-hailing attributes arranged from high to low as price, ride experience, and safety. According to

users' preference for ride-hailing service, users are divided into the price-safety-oriented group, price-ride experience-oriented

group, and price-comprehensive group.【Innovation/limitation】This paper refines the study on the user behavior of ride-hailing

service from the perspective of user preferences. Follow-up studies can expand the sample size to make the study more comprehensive

and richer.