Research On The Influence Mechanism Of Shared Bicycle User's Behavioral Intentions

The sharing economy in China has developed rapidly since 2016,and there are abundant sharing economic business forms in the areas of accommodation,finance,medical care,etc.The development of bike sharing in the field of traffic is very prominent,and the overall scale of users has rapidly exceeded 200 million in just two years.And it has brought a lot of convenience to traffic.However,there are sever problems behind the prosperous development:firstly,the market is in fierce homogenization service competition,and the company's profitability is insufficient;Secondly,there is a lack of supervision on user behavior.Damaged and chaotic vehicles increase the operating cost burden of the enterprises.At this stage,the development of bike sharing faces an important node that shifts from extensive competition to service-oriented competition.Users are the target and main participants of the service.To change the status quo of the shared bicycle market,it is necessary to understand the influence mechanism of the user's behavioral intentions to guide the user's behavior.In view of the main problems in the bike sharing market,this paper proposes to analyze the influence mechanism of user behavioral intentions from two aspects,behavioral intentions of consumption and normative behavioral intentions.Firstly,referring to the technology acceptance model and the customer perception value theory,the influencing factors and assumptions of behavioral intentions of consumption are proposed from two aspects,system quality and perceived value.Then,based on the related research of social norms,the author puts forward the influencing factors and assumptions of normative behavioral intentions,and with the theory of customer misconduct to explore the relationship between behavioral intentions of consumption and normative behavioral intentions,and constructs a research model that combines the influencing factors of both.Finally,through questionnaires and data analysis,all the hypotheses put forward by the research were tested,the conclusions of the research were obtained,and several management suggestions were proposed accordingly.In this paper,the theoretical model was validated by partial least squares structural equation model(PLS-SEM).The empirical analysis shows that the reliability,perceived hedonic value and green value have a significant positive impact on the behavioral intentions of consumption,while the ease of use,design and utilitarian value are not significant,but the design is the variables that have the greatest impact on the hedonic value;personal norms and social norms have a significant positive impact on the normative behavioral intentions,while institutional norms can indirectly influence the normative behavioral intentions through personal norms,while there is a certain degree of positive impact from utilitarian values and behavioral intentions of consumption to the normative behavioral intentions.