Ride-hailing platforms such as Didi, Uber, and Lyft have changed the travel industry. Promoting the passengers' trust in platform and customer citizenship behaviour (CCB) is both challenging and important. This study employed a mixed-methods design, consisting of 21 interviews and 351 online surveys, to develop and examine the trust-CCB model in the ride-hailing context. Our findings reveal that platforms can foster passengers' trust by sending service-related signals (i.e., service quality and structure assurance) and a firm-related signal (i.e., platform reputation). Customer-company identification (CCI) mediates the relationship between passengers' trust and CCB, where passengers engage in CCB by providing recommendations, exhibiting forgiving behaviour, providing feedback, and participating in research in ride-hailing. Additionally, firm-related signals, including platform size and reputation, enhance the positive relationship between trust and CCI. These findings contribute to the body of knowledge on trust, CCB, and signaling theory, providing potential practical implications for ride-hailing platforms.

中文翻译：

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乘客作为捍卫者：揭示网约车背景下客户-公司身份识别在信任-客户公民行为关系中的作用


滴滴、优步和 Lyft 等叫车平台改变了旅游业。提高乘客对平台和客户公民行为 （CCB） 的信任既具有挑战性又很重要。本研究采用混合方法设计，包括 21 次访谈和 351 次在线调查，以开发和检验网约车背景下的信任-CCB 模型。我们的研究结果表明，平台可以通过发送与服务相关的信号（即服务质量和结构保证）和与公司相关的信号（即平台声誉）来培养乘客的信任。客户-公司识别 （CCI） 是乘客信任与 CCB 之间关系的中介，乘客通过提供建议、表现出宽容的行为、提供反馈和参与网约车研究来参与 CCB。此外，与公司相关的信号，包括平台规模和声誉，增强了信任与 CCI 之间的积极关系。这些发现有助于建立信任、CCB 和信号理论的知识体系，为网约车平台提供潜在的实际意义。