Research On Influence Factors Of User's Intention And Behavior Of Using Ofo Sharing Bike

Sharing economy is developing rapidly in recent years, and the basic characteristic is that people who have idle resource put up information about the resource on internet platform while another persons who are in need of the resource can access it with low cost. With the shared resources, users create value by low using cost. Although sharing economy is still in its infancy, sharing business in the field of traffic is developing outstanding. Sharing car, sharing bicycle, sharing electric car and electric bicycle are emerging out. However, researches on sharing economy business model and user's psychology and behavior patterns in sharing economy are relatively rare. The development of the theory of sharing economy has fallen behind the development speed of reality. Therefore, research on ofo sharing bike users'willingness to use and behavior patterns has very important theoretical significance and realistic significance.In this paper, based on the existing developed theory the research on ofo sharing bicycle user's willingness to use and behavior is completed with empirical research method. First of all, a literature review on sharing economy, sharing bicycle, theory of rational behavior and technology acceptance model is accomplished. Secondly, on the basis of literature review, several research variables are put up, and research model is built. In addition, measurement indicators corresponding to research variables are also determined according to previous researches. Finally, all research hypotheses are tested through questionnaire survey and data analysis, and some conclusions are drawn.According to research results, several management suggestions are put forward.In order to study ofo sharing bicycle user's willingness to use and behavior,AMOS and SPSS statistical analysis software are used. Research results show that ofo sharing bicycle user's willingness to use can be used to predict the real using behavior very well, and users' willingness to use is in turn affected by user's attitude toward ofo sharing bicycle. Investigation results also indicate that users' perception of using convenience on ofo sharing bicycle is significantly positively related with their attitude towards ofo sharing bicycle. Users' perception of environment protection on ofo sharing bicycle can positively influence users' attitude toward ofo sharing bicycle too,but it does not affect users' willingness to use. In addition, user's perception on psychological enjoyment brought by using ofo sharing bicycle not only has positive impact on use's attitude toward ofo sharing bicycle but also enhance user's willingness to use. User's perception on using cost of ofo sharing bicycle is found to have significant negative impact on users' willingness to use. Besides, subjective norm is found to be positively related to user's attitude toward ofo sharing bicycle and it can promote user's willingness to use. Finally, data analysis results also show that user's attitude toward ofo sharing bicycle has partial intermediary role for the relationship between psychological enjoyment and willingness to use. In the same time, user's attitude toward ofo sharing bicycle have complete mediation effect on the relationship between subjective norm and willingness to use.