A Research On Factors Influencing Users' Willingness To Pay For Shared Bicycles

In 2015,shared bicycles were invented and introduced to the market.As soon as it first appeared,it quickly attracted a large number of users,improved people's travel efficiency,facilitated people's lives,won the favor of users,and led the rapid development of the sharing economy.At one time,sharing the economy became a popular outlet and accelerated the Chinese economy.development of.Under the blessing of capital,many companies share the sharing of bicycles,and all kinds of shared bicycles appear in the streets.Due to the low threshold of the industry and the high homogeneity of service content,the shared bicycle industry has ushered in a burning war.At the same time,it also brought problems such as deposit management confusion,vehicle reliability,parking,etc.In 2017,the shared bicycle industry entered the shuffling period.Some of them had problems due to poor financing ability and high vehicle damage rate.Some enterprises experienced burning.After the madness of money expansion,it is difficult to find the key profit model.The "shared bicycle profit model" is the answer that enterprises and industries have been looking for.It involves a billion-dollar market and has a major impact on the social economy.In this context,this study takes the sharing bicycle users' willingness to pay as the research object,and uses user questionnaire research and structural equation modeling(SEM) analysis method to analyze the factors affecting the willingness of shared bicycle users based on empirical analysis.The research provides a reference value for the sharing of bicycle companies in the analysis of user's willingness to pay and the development of strategies in operational practice.In order to analyze the influencing factors of the willingness of shared bicycle users,based on the related theories such as perceived value,this paper establishes a model of the factors affecting the willingness of shared bicycle users to propose relevant assumptions and constructs a measurement scale.In order to test the scale and prevent the distortion of the data collected after the large-scale issuance of the questionnaire,a small-scale pre-investigation was carried out to conduct reliability and validity tests,and a large-scale questionnaire survey was conducted with the overall preliminary test results being ideal.A total of 455 real and effective sample data were obtained through questionnaire survey.Then the structural equation model method was used to empirically analyze the reliability and validity of the measurement model,the model fit degree and the path relationship,and the hypothesis was verified.Perceived value,willingness to pay,perceived trust and awareness of environmental protection are the key factors that directly affect the willingness of shared bicycle users to pay;perceived usefulness,perceived ease of use,perceived cost and perceived risk indirectly affect shared bicycle users by significantly affecting perceived value.The willingness to pay;the assumption that perceived entertainment has a significant impact on perceived value and the conclusion that the relevant assumptions that comment on word-of-mouth have a significant impact on the willingness to pay are rejected.Finally,combined with the research conclusions,the suggestions for improving the willingness of shared bicycle users to pay are proposed.