Research On Influencing Factors And Mechanism Of User's Continuous Use Intention Of Bicycle-sharing

In 2016,shared bicycle came into being.As a short-distance green travel mode,it satisfies the demand of "the last kilometer" in the travel chain,optimizes the urban traffic structure,saves energy and reduces emissions remarkably,and meets the needs of citizens for leisure and fitness.With the rapid development of shared bicycles,some users no longer use shared bicycles because of the difficulties in finding cars,parking at will and more damaged vehicles.In the past two years,the heat of shared bicycles has decreased,the number of shared bicycles has decreased,and the number of people using shared bicycles has also decreased.These problems will directly affect the satisfaction of users and the intention of continuous use.How to enable users to continue to use shared bicycles and their system services to travel so that bicycle enterprises can obtain and maintain real old users is the research goal of this paper,but also the real value of the study.By looking up the relevant literature,we find that there are few articles about the intention of cycling users to continue using,and the relationship between satisfaction and transfer cost is not clearly identified.This is the problem to be solved in this paper,and also the theoretical value of this paper.Based on the previous research results,using social transaction theory,investment model theory and internal driving force theory for reference,and combining with the characteristics of shared bicycle itself,three factors affecting users' intention to continue using shared bicycle and its system services are obtained: user satisfaction,user perceived value and user transfer cost.A model of shared bicycle users' intention to continue using is established.The research hypothesis is put forward.Based on the analysis of the local pre-test results,the Likert Scale 5 was used as the measurement scale to further adjust and modify the questionnaire,and then the final questionnaire was formed.Through the formal issuance and recovery of questionnaires,and the elimination of invalid questionnaires,260 effective questionnaires were finally obtained.For the collected questionnaires,descriptive statistical analysis,reliability and validity test are carried out with SPSS22 statistical software,and confirmatory factor analysis,model fitting analysis,mediation effect analysis and hypothesis test are carried out with AMOS21 statistical software.Finally,the model test of shared bicycle users' continuous use intention is completed.Through the analysis of the model and the test of hypothesis,the following conclusions are drawn: user satisfaction,user perceived value and user transfer cost have positive effects on user's intention to continue using,among which user satisfaction has the greatest impact,followed by user perceived value and user transfer cost has the smallest impact;user perceived value has a positive impact on user satisfaction;user satisfaction has a positive impact on user satisfaction Transfer cost clarifies the relationship between user satisfaction and transfer cost,and user satisfaction and transfer cost have partial intermediary effects in the model.For bicycle enterprises,we should increase user experience,improve user perceived value,give users a sense of surprise,enhance user satisfaction,improve user transfer costs,and further increase user re-cycling rate.