Study On Urban Residents' Multi-Stage Behavioral Intention To Adopt Smart Dockless Bike-Sharing

The mode of traditional fuel transportation causes such problems as traffic congestion,energy consumption and environmental pollution.New and green modes of transportation are being explored around the world.With the development of sharing economy and Internet of things technology,the smart dockless bike-sharing(SDBS)project came into being.As a new mode of shared transportation and a new sharing economy model,SDBS have attracted the attention of many investors and enterprises,which have been rapidly promoted in many Chinese cities and some overseas cities.However,with the rapid development of SDBS,users still use SDBS infrequently,and most users have not formed a fixed habit of using SDBS.Therefore,it is of great significance to study the promotion mechanism of urban residents' intention to use SDBS and formulate strategies to guide urban residents to use SDBS,so as to reduce the use of fuel cars,advocate sharing transportation and realize sustainable development of urban transportation.However,the current researches on urban residents' shared traffic travel behavior mainly focus on the user's behavior at a certain stage,lacking a multi-stage perspective of behavior transformation.Therefore,this paper takes SDBS as a case study and studies the influencing factors of specific behavioral intention at different stages from the multi-stage perspective of the transformation of residents' SDBS travel behavior.This paper aims to explore the change and formation mechanism of residents' SDBS travel behavior in a more systematic and comprehensive way,so as to put forward policy suggestions for promoting the sustainable development of SDBS and guidance strategies for urban residents' SDBS travel.Firstly,based on a comprehensive analysis of the existing theories of staged behavioral change,this paper constructed a multi-stage behavioral intention model framework for urban residents to use SDBS based on a stage model of self-regulated behavioral change.The framework divides urban residents' behavior to use SDBS into four behavioral stages: predecisional stage,preactional stage,actional stage and maintenance stage,and sets specific intentions(target intention,behavioral intention,implementation intention and sustained behavioral intention)and social cognitive factors corresponding to each stage,which lays a theoretical foundation for subsequent empirical studies.Secondly,in the predecisional stage of urban residents using SDBS to travel,this paper employed normative activation model and environmental concern theory to identify the influencing factors of urban residents' goal intention to use SDBS,and constructs the structural equation model of driving factors of urban residents' goal intention.Based on 388 sample data,partial least squares method was used to analyze the measurement model and structural model.The results of empirical study show that personal norms and environmental concerns play a decisive role in the goal intention of urban residents to share transportation.At the same time,the consciousness of consequence and the attribution of responsibility contribute to the generation of personal norms,and the consciousness of consequence promotes the attribution of responsibility.Personal norms play an intermediary role between consequence consciousness,responsibility attribution,environmental concern and goal intention.In addition,environmental concern has a positive regulating effect on the relationship between residents' personal norms and goals and intentions.Thirdly,in the preactional stage and actional stage of urban residents using SDBS to travel,based on the theory of planned behavior,this paper identified the influencing factors of urban residents' behavioral intention and implementation intention to use SDBS from three aspects of technicality,convenience and sociality,and constructed the structural equation model of the driving factors of urban residents' behavioral intention and implementation intention.Based on 467 sample data,partial least squares method was used to analyze the measurement model and structural model.The empirical results show that user attitude,subject norm and perceived behavior control have decisive effects on behavioral intention.Behavioral intention obviously affects implementation intention.Perceived ease of use,perceived usefulness,convenience and social support indirectly affect behavioral intention and implementation intention through user attitude,subject norms and perceived behavior control.Finally,in the maintenance stage of urban residents using SDBS to travel,this paper employed the service quality theory,value theory and pleasure incentive model to identify the influencing factors of urban residents' continuous behavioral intention to use SDBS,and constructed the structural equation model of the driving factors of urban residents' continuous behavioral intention.Based on 374 sample data,partial least squares method was used to analyze the measurement model and structural model.The empirical results show that perceived green value,customer satisfaction and perceived pleasure impact on customer loyalty.Service quality can stimulate perceived green value,customer satisfaction and perceived pleasure,and indirectly determine customer loyalty.This paper has four innovations.Firstly,this paper constructs a multi-stage behavioral intention framework for urban residents' SDBS travel,and integrated a behavioral change stage model and a continuity theoretical model to explain and predict users' adoption of SDBS behavior.Secondly,this paper constructs a goal intention model for urban residents to use SDBS,and confirms the role of environmental concerns in driving goal intention.Thirdly,based on the theory of planned behavior and integrating technical,convenient and social factors,this paper constructs the behavioral intention and implementation intention model of urban residents' SDBS travel.Fourthly,based on the theory of service quality,perceived pleasure and perceived green value,this paper constructs a model of urban residents' continuous behavioral intention of SDBS travel,which confirmed the role of service quality as an important stimulus.This paper has four main theoretical and practical significance.Firstly,this paper provides a new perspective for the study of urban residents' travel pro-environment behavior.Secondly,it enriches the research theory of public bicycle user behavior.Third,it provides a theoretical framework for the study of public bicycle user behavior.Fourthly,it provides theoretical basis for formulating sustainable development strategy of SDBS.