Research On Influence Mechanism Of Public Bicycle Users' Loyalty Based On Structure Equation Modeling

In recent years,the public bicycle system in China such as mushrooming.but its development status is not satisfactory,a large number of public bicycle users lost.The concept of customer-centric and customer loyalty is gradually becoming the mainstream to enterprises,the user has become the public bicycle system survival and development's decisive factor.So,the primary consideration public bicycle system operators need to care,is how to improve the loyalty of public bicycle users and the share rate of the public bicycle.Discrete selection model is the main behavior research method in the field of transportation,but can't apply to study latent variables well.So,this paper introduces the structural equation modeling(SEM)theory of social sciences to explore the practical application of public bicycle user loyalty.The structural equation modeling can apply to latent variable analysis well and has a great application advantage for research question of multi-cause and multi-outcome,and influencing factors of the loyalty can be analyzed from the perspective of the whole.The main work of this paper:Firstly,the loyalty of public bicycle' user is defined on the basis of literature research,and the theory of customer satisfaction index and structural equation model are introduced;Second,on the basis of customer satisfaction index theory and public bicycle characteristics,the main influencing factors of user loyalty of public bicycle are defined,such as perceived service quality and perceived cost.the initial model of public bicycle user loyalty is formed.,followed by questionnaires,questionnaire quality tests,questionnaires and model corrections;Finally,the Zhongshan public bicycle system is selected as the model empirical object,and the questionnaire survey,the questionnaire data processing and analysis,the model test and the correction are carried out,the empirical results and suggestions are put forward based on the output of the modified model.Based on the above research work,the paper draws the following conclusions:Firstly,users' loyalty of the public bicycle system is influenced by many factors,including perceived service quality,perceived facility level,perceived cost,customer satisfaction,perceived value,riding safety perception and environmental perception,these factors have a direct or indirect effect on users' loyalty;Second,the empirical research shows that the model constructed in this paper has a certain practical applicability,which can evaluate the public bicycle system more comprehensively and effectively,and provide more detailed suggestions for improving the public bicycle system.