The User Adoption Behavior Analysis Of Sharing Bicycle Based On The Perspective Of Product Utility And Network Utility

This paper mainly studies how the product utility and network utility of shared bicycles affect users' willingness to adopt;studies the mediating role of perceived ease of use between network utility and user adoption willingness;perceived usefulness is the intermediary between product utility and user adoption willingness.effect.In order to verify the above core problems,firstly,this paper conducts a mechanism analysis based on technology adoption model theory,weak marginal cost theory,and network externality theory,and draws five core assumptions.Secondly,based on the Bass model and the network product diffusion model network combined with the characteristics of shared bicycles,a mathematical model for sharing bicycle diffusion is constructed.Thirdly,this paper uses the survey data of 1500 users in some cities in the first-line,new-line,second-tier and below cities to construct a two-stage econometric model of OLS model and Heckman from the perspective of product utility and network utility,including whether users adopt it.The willingness to adopt the two aspects,studied the user's willingness to adopt and the influencing factors of shared bicycles,and verified the theoretical hypothesis,and obtained the robust results consistent with the theoretical assumptions.Finally,based on the research conclusions,this paper puts forward relevant countermeasures and suggestions,in order to provide a certain policy reference for enterprises to improve market power and obtain the largest user scale and enterprise performance.Through theoretical and empirical analysis,the results of this paper show that:(1)product effectiveness has a significant positive impact on user acceptance;(2)network utility has a significant positive impact on user adoption willingness.(3)From the perspective of user attributes,there is no significant difference in the age and education level of the user's willingness to adopt,and there are significant differences in gender.(4)Perceived usability is an intermediary between network utility and user adoption;perceived usefulness mediates between product utility and user adoption intention.(5)The effect of network utility on user adoption will be more significant than product utility,that is,users adopt shared bicycles mainly depending on network utility.