The Impact of Price Discrimination on Customer Satisfaction in a Shared Transportation Market: The Case Analysis of Didi

With the constant advancement of information technology, the platform economy has an increasing influence on China's economic development. Ride-hailing services, as the most successful application of sharing transportation, are gaining popularity worldwide. Compared with traditional taxis, ride-hailing platforms are favored by passengers owing to their flexibility, cost-effectiveness, and environmentally friendly. In the field of shared transportation, an increasing number of users select ride-hailing services instead of the traditional taxi, subway, and other travel methods. Taking the Didi platform as an example, Didi is known by the public as a platform with a wide range of travel businesses, which covers numerous business combinations involving taxis, private cars, express cars, ridesharing, and agent driving. Despite the convenience and popularity of the ride-hailing services, users of these platforms also revealed they have encountered several problems, such as personal information leakage and price discrimination. As the largest ride-hailing platform in China, Didi differentiated pricing based on users' personal information and data.