Research On The "Pre-Cause-Willingness-Behavior" Mechanism Of Sharing Bicycle Users' Withdrawal From Use

With the development of sharing economy,there are various kinds of sharing products in the market,and the sharing economy is flourishing.However,as a typical sharing economy,the development of sharing bicycle shows a downward trend.Sharing bicycle users have a large loss,which has caused significant losses to the market share of sharing bicycle and the economic benefits of operators.Most of the existing literature on sharing bicycle studies users' willingness to use and behavior,and there are still some gaps in the research on the withdrawal of sharing bicycle users.Therefore,this paper takes the sharing bicycle users as the research object,analyses the factors affecting the withdrawal of the sharing bicycle users,establishes the withdrawal model of the sharing bicycle users,finds out the key factors affecting the withdrawal of users,and puts forward targeted marketing suggestions for the sharing bicycle enterprises to retain customers.The main work of this paper includes sorting out the existing research literature on user exit and loss,discussing the widely used technology acceptance model and two-factor theory in customer behavior research,sorting out the relevant literature which affects the willingness and behavior elements of sharing bicycle users,and extracting variables according to the characteristics of sharing bicycle.On the basis of literature and analysis,a user exit behavior model suitable for sharing bicycle business is established.By using literature research method and empirical analysis,this paper analyzed the influence degree of each variable on users' withdrawal intention and withdrawal behavior,and discussed the effect degree of each factor.The study found that users' perceived usefulness of sharing bicycle services and users' perceived ease of use of sharing bicycles had negative effects on users' dissatisfaction.Users' perceived risk of using sharing bicycles and attraction of substitutes had positive effects on users' dissatisfaction,among which perceived risk had the greatest impact on users' dissatisfaction,followed by perceived ease of use.User dissatisfaction plays a mediating role between user perceived usefulness and user exit intention,between user perceived ease of use and user exit intention,and between user perceived risk and user exit intention.Transfer cost plays a negative moderating role between user exit intention and user exit behavior.This paper analyses the influencing factors of users' withdrawal intention and withdrawal behavior from the perspective of users,which can help enterprises better grasp consumer behavior,help enterprises guide and intervene users,and help enterprises retain value customers.