Study On Behavior Intention Of Brand Sharing Bicycles

In recent years,with the rapid development of sharing economy and the mobile Internet service,the development model of sharing economy arouses social concern.The traffic congestion associated with urbanization makes users pay much attention to the way they travel.After the car-hailing service,sharing bicycles from the second half of 2016 began to raise its head quickly.At present,the development and layout of bike sharing is also concentrated in first-tier and second-tier cities in China.It can be said that it is still in the market cultivation and development stage.With regard to the prospects,the industry and academia both believe that sharing bicycles have social and commercial value and also has the huge development potential.In such a developing situation,it is necessary to conduct user research and lay the user base for the popularization and diffusion of shared bicycles.Based on this background,this paper studies the behavior intention of usin g sharing bicycle through the combination of theoretical knowledge and empiric al research.First of all,through the review of the related theories of individual behavior intention,combined with the specific situation of using sharing bicyc les,this paper constructs a model and puts forward the research hypothesis;se condly,the research questionnaire scale is designed based on literature review,brief interviews and expert consultation which is tested in the small sample,and the item s,structure and formulation of the questionnaire scale is adjusted.Finally,the questi onnaire is issued through online and off-line channels and collected a total of 377 that are valid.And I analyze sample data using SPSS 19.0 and verify the research hypothesis and model proposed in this paper.Through the study of this paper,the following conclusions can be drawn:There are three factors that influence users' attitude towards sharing bicycles.They are perceived usefulness,perceived pleasure and perceived environmental protection.Among them,perceived usefulness is the most influential factor;The subjective norms of users are influenced by interpersonal and external factors;There are two factors that influence perceived behavioral control of users,namely,self-efficacy and resource promotion.Among them,self-efficacy has more influence on perceived behavioral control than resource promotion.;Attitudes,subjective norms,perceived behavioral control,and past behaviors all have a positive impact on the willingness to use sharing bicycle.Among them,users' attitude towards sharing bicycles has the greatest impact.Finally,I analyze and discuss the above conclusions,and put forward some suggestions for the development and operation of shared bicycles.