Research On The Influence Of Feature Awareness And UTAUT On The Willingness And Behavior Of Bike-sharing

The development of the Internet and the wide use of smartphones have facilitated the public's access to get various information.With the great heat of the sharing economy,shared bicycles have occupied major cities at a rapid rate.The advantages and disadvantages of their development have become a hot topic in our society.As one of the successful examples of the sharing economy,by using the rights in the transaction and resource in the sharing economy to create new business models and business opportunities.It effectively alleviates traffic congestion and meets the “last mile” traffic demand of users.When a shared bicycle appears as a new product in the user's field of vision,its perception of design,and functional facilities,etc.will affect the user's willingness and behavior.At present,there are many doubts about the shared bicycles in society.There are many opportunities and challenges in the development of shared bicycles.These have prompted us to study the factors affecting the user's willingness and behaviors of bicycles from the characteristics of shared bicycles.By combining the intrinsic perception(risk,cost,and psychology),the external perception(design and technology)and the UTAUT model to study the influencing factors.This study helps to find the bottlenecks that may be encountered in the future development of shared bicycles and to make relevant recommendations.First of all,this paper has identified the main research that contents the relevant theories of shared economy,shared bicycle and UTAUT model.Through the research on the theory of perceived risk,perceived value,innovation diffusion and brand core competitiveness,which determine the shared bicycle feature perception dimensions that need to be introduced in this study are risk perception,cost perception,psychology perception,design perception,and technology perception.Moreover,the shared bicycle users are deeply explored by the meaning of a combination of questionnaires and interviews.The bicycle track is used to visualize the interviewees,and the influence intentions and behavior factors of the shared bicycles are analyzed.The influence of users on shared bicycles is constructed.The structural equation model of willingness and behavioral factors was used,and relevant research hypotheses were proposed.Through the combing of domestic and foreign literature,the mature scales are compiled,and the questionnaires of this study are designed according to the characteristics of shared bicycles.In the pre-test,three measurement items that did not meet the reliability and validity were deleted.After the revision,a large-scale formal questionnaire was conducted,and a total of 402 valid questionnaires were collected.Descriptive statistics,reliability,validity analysis,model correction and hypothesis testing were performed by SPSS 22.0 and AMOS 21.0 softwares.Finally,through analyzing of the structural equation model,it is found that the factors that positively affect the user's willingness to use shared bicycles are technology perception,design perception,effort expectation,performance expectation,psychological perception,social impact.The negative impact of the user's willingness are risk perception and cost perception.The influences of user behavior are willingness and convenience.Based on all the researching results,the analysis of the willingness and behavioral factors affecting the user's choice of shared bicycles are carried out,and relevant management suggestions are proposed for the development of shared bicycle companies and the future of the sharing economy.