A Research On Influencing Factors Of User Behavior Of Shared Bicycle Based On UTAUT Model

In the past two years,the shared economy has been developing continuously.As a new form of bicycle rental model,the shared bicycle has been developing faster and faster since it entered the market,and the market scale has been expanding.With the increasing traffic congestion,shared bicycle is more economical and convenient,low carbon and it can protect environment compared with other means of transportation,and it can solves the problem of "the last mile".Therefore,it is popular with consumers.Choosing shared bicycle has become one of the main ways of travel for the public.With the rapid development of shared bicycle,the rapid development of shared bicycle has become a hot topic in society.More and more scholars take shared bicycle as their research object,but most of the existing studies focus on the problems and solutions in the development of shared bicycle,but there are relatively few studies on the willingness and behavior of shared bicycle users.Discussing the factors influencing the willingness of sharing bicycle consumers and the process of actual use behavior eventually will help promote the development of sharing bicycle and sharing economic market.In this paper,the UTAUT model is applied to the study of the influencing factors of shared bicycle user behavior.It is believed that performance expectation,effort expectation and social impact will affect behavioral intention of shared bicycle,and ultimately affect use behavior,while the promotion factors will have a direct impact on use behavior.Because shared bicycle is a new form of product in shared economy,it has some risks so that user behavior will be affected by risk perception.At the same time,the cost of sharing bicycles is mainly generated by deposit and rent.In the early stage of market launch,due to the fierce price war between sharing bicycle companies,consumers can use shared bicycles at a lower price.However,when shared bicycle companies increase their prices in order to get more profits,some users will reduce even give up usage.It can be seen that the price sensitivity also have a great impact on the use behavior of shared bicycle users.Therefore,this paper chooses perceived risk and price sensitivity as moderating variables,and assumes that both factors will affect behavioral intention and use behavior of shared bicycle.Sample data were obtained by questionnaires,and thedata were analyzed by regression.The results show that performance expectation,effort expectation and social impact will affect behavioral intention of shared bicycle;the promotion factors and behavioral intention will have a direct impact on use behavior;perceived risk and price sensitivity play a moderating role in the relationship between performance expectation,social impact and behavioral intention.