Research On The Influence Factors Of Users' Usage Intention Of Using Sharing Bicycle

The rapid economic development made the gradual transition from a shortage economy to an excess economy.With the continuous maturity and widespread application of information technology,the sharing economy also flourished.The sharing economy is transforming and upgrading the related industries including the traditional industries,and in the travel market,the rapid growth of sharing bicycle has made it a synonym for sharing economy.Although there are many researches on the influencing factors of using intention at home and abroad,as the sharing bicycle is a new format,there are few researches on the sharing bicycle both at home and abroad.The empirical research on the influencing factors of the users' usage intention to use bicycles is lacking.In this context,this paper uses a combination of theoretical research and empirical research,on the one hand combing the theory of factors that affect the users' usage intention,and uses the theory of perceived value(VAM)and perceived risk as the theoretical basis of this study.At the same time,based on the current situation and characteristics of the sharing bicycle industry,a model that affects the usage intention of the users to the sharing bicycle is constructed from a new perspective.To a certain extent,the VAM model is expanded to make it have a wider scope of interpretation,which complements the academic research on the sharing bicycle;On the other hand,this paper analyzes and synthesizes the scale of academic research on the field of using intention,and designs the scale and questionnaire of this study.Through the questionnaire preliminary test to determine the scale of measurement items,a total of 306 valid questionnaires were collected in the large-scale research.Also using descriptive statistics,reliability and exploratory factor analysis by using SPSS20.0 software,and data were analyzed using confirmatory factor analysis,model fit test,and path analysis by using AMOS20.0 software.In the end,the research hypotheses of this paper all passed the empirical test,so the conclusion of this paper is drawn:(1)The perceived usefulness of sharing bicycle users(such as improving travel efficiency)has the greatest impact on their perceived value.Second is perceived easy of use(such as simple process)and perception of entertainment(such as interactive fun).(2)Sharing bicycle users' perceived safety(such as personal safety)have the greatest impact on their perceived value.Second is perceived privacy risks(such as information leakage)and perceived financial risk(such as payment system is attacked).(3)The perceived price(such as the monthly card system)of sharing bicycle users significantly and positively affect their perceived value and usage intention.(4)The perceived value of sharing bicycle users significantly and positively affects their usage intention.At the same time,based on the conclusion of empirical research and combined with the development status of sharing bicycle industry,this paper provides enterprises with five aspects of management and marketing advice.Such as perceived benefit factors,perceived loss factors,perceived price,market expansion and profitability models.Finally,the paper summarizes two aspects about the limitations and deficiencies of the research,such as the sample and model construction,and prospects for the future research,including three aspects: expanding the sample,combining multiple models and impact mechanism.