Study On The Use Intention Of Bicycle Sharing Program In Beijing

ABSTRACT:Recently, vehicles continue to escalate in Beijing, causing environtal problems such as traffic congestion and air pollution, the importance of public transportation is becoming significant. The Beijing municipal government takes promoting and developing the bicycle sharing program as the important content of the construction of green travel system as well as of improving public traffic service system, and make good effort to promote the building of public bicycle system. But the current public bike system utilization rate is relatively low, and the residents have many complain, therefore bicycle sharing systems use intention is low. Scholars at home and abroad research most of the public bicycle system from the planning and operation point of view, less attention was paid to the behavior of the residents.Based on the theory of planned behavior theory, perceived value, the innovation diffusion theory and perceived risk, we do research of public bicycle systems use intention, explore influencial factors of the bicycle sharing system use intention by conducting Delphi survey, and building the public bicycle systems use intention model, developing use intention scale, and intended to clear influence factors of use intention and their effects. This study conducted a survey in Beijing for empirical research.The results show that the perceived value theory explans the use intention best; attitude, perceived behavior control, subjective norm, perceived value, complexity and compatibility are the main affecting factors. Except complexity, other five factors have positive influence on the public bicycle system use intention; all the four dimensions of perceived value (function value, green value, social value and conditional value) is the most significant influential factor, followed by perceived behavior control, and the influence of compatibility is less important. The government’s attitude to greenness, social attitude to greenness and personal attitude to greenness are moderating the effect of the perceived value to public bicycle systems use intention.Based on the empirical results, this article puts forward suggestions to improve public bicycle systems use intention from the point of government and the operating business, which has important practical significance in turning the public bicycle system into a convenient and benefitial green traffic program.