Research On Influencing Factors Of User Behavior Of Shared Bicycle Based On TAM Model

Research on influencing factors of user behavior of shared bicycle based on TAM modelThe development of the shared bicycle industry is of great significance to governments,operators and users.Since the advent of shared bicycles,the number of shared bicycle operators has sharply dropped from 77 at the peak to 34.The price wars and closures between shared bicycle companies have not only resulted in the waste of social resources,but also undermined the rights and interests of ordinary users.As a result,how to make the shared bicycle industry achieve lasting and stable development is a problem that needs to be solved urgently.For the shared bicycle industry with the "user experience"paramount,exploring what factors affect the users' use of shared bicycles is the key to solving this problem.In the current analysis of user behavior analysis framework,TAM model has a wide range of applications and a high degree of recognition.Therefore,this paper explores the factors that influence the user's use behavior based on the TAM model.Details as follows.Frist.Based on the TAM model,introduce the subjective specification variables in the TRA theory and the compatibility variables in the IDT theory;and combine the industry characteristics of shared bicycles to add risk perception,personal gain,social benefits,and perceived use costs.External variables,built a shared bicycle user behavior influencing factors model.Second.According to the relationship between variables,15 hypotheses are proposed.612 valid questionnaires were designed,issued and recovered,and the structural model was used to carry out path analysis and hypothesis testing on the above hypotheses.The results show that:4 hypotheses are not significant and 11 hypotheses are significant.Among them,subjective norms directly positively affect the use of intentions;compatibility positively influences the use of attitudes;perceived risk negatively influences the use of attitudes;individual gains and social gains positively affect the use of attitudes and intentions,respectively,perceived ease of use through perceived usefulness Indirect positive affects user behavior.Third,Based on the empirical results,each hypothesis is interpreted and analyzed,and management suggestions are proposed for the shared bicycle operators and the government.