Research On The Influence Of User Value Co-creation Behavior On The Willingness To Use In The Context Of Sharing Bicycle

In recent years,the sharing economy has developed rapidly and with the help of Internet technology,the sharing concept has shown a trend of blowout in the aspect of travel.Sharing bicycle is a matter of typical representative and has attracted widespread attention from the industry and academia.At this stage,under the condition of rapid development,the sharing bicycle industry has highlighted the problems that enterprises need to solve in terms of value creation: shared bicycle companies hope to realize corporate value by increasing market share and user value through improving efficiency and reducing costs,but problems such as management confusion,low user loyalty,and poor supervision have led to huge social costs.Therefore,how to coordinate the demands of enterprises and users to realize the co-creation of values has become an issue that requires in-depth study.Reviewing the previous theoretical research,we can see that the research on the influencing factors of users’ willingness to use is mostly based on rational behavior theory and technology acceptance model.Under the background of the sharing economy,users will no longer be satisfied with the fixed products or services provided by traditional enterprises,and they will actively seek more diversified choices.The theory of value creation is to transform consumers into active participants instead of only as passive buyers,and users and enterprises create value together to meet each other’s needs.In view of this,this article relies on the situation of sharing bicycle,starting from the value co-creation theory to discuss the relationship between value co-creation behavior and user’s willingness,expecting that the research results will be instructive to both enterprises and users.This research adopts a testing and verifying research method to study the influence of user value co-creation behavior on users’ willingness to use.Based on literature research,this paper establishes a theoretical model and proposes the following hypotheses.First,the willingness of users to use sharing bicycle is positively affected by users’ value co-creation behavior and perceived value.Second,user perceived value is positively affected by the user’s value co-creation behavior.Third,perceived value has a partial mediating effect on the relationship between user value co-creation behavior and the willingness to use.Then,through questionnaire and data analysis,this paper uses the method of structural equation modeling to verify the theoretical model and hypothesis.The research results show that the willingness of users of sharing bicycle is positively affected by the value co-creation behavior and perceived value.Perceived value has a partial mediating effect on the relationship between user value co-creation behavior and the willingness to use.On this basis,this paper also studies the mechanism of perceived effort and perceived risk on the basic model.The study finds that perceived effort plays a regulatory role in the relationship between user value co-creation and perceived value,the impact of user value co-creation on perceived value will decrease with the increase of perceived cost.Perceived risk plays a regulatory role in the relationship between user value co-creation behavior and perceived value,the impact of perceived value on the user’s willingness to use will decrease as the perceived risk increases.The conclusion of this research supplement and verify the research of the value co-creation theory in the context of sharing economy,and have important significance for the higher quality development of the shared bicycle industry.