共享单车扩散过程中规范使用行为研究

A Research on How to Ensure Normative Use of an Increasing Number of Shared Bicycles

为探索共享单车的扩散机理及其不规范使用行为的理论根源,本文基于社会学习理论、创新扩散理论与现实情况,研究了共享单车扩散中规范使用行为的心理过程,提出主观规范、社会榜样、社会规范和对异常的宽容四个因素对共享单车的规范使用行为存在直接或间接的影响。通过对模型的直接效应、调节效应及三重交互效应的检验,最后得出:主观规范和社会榜样是共享单车行为规范的重要影响因素,政府主导的社会规范和企业主导的对异常的宽容对共享单车的使用行为规范作用有限,而社会榜样在共享单车的规范行为中发挥着重要的传递与示范作用,最后还讨论了研究的理论贡献,并对管理者有效干预共享单车使用行为的措施提出了具体建议。

In order to explore the spreading mechanism of shared bicycles and the theoretical root reason why shared bicycles are not used as they are supposed to,this paper,based on both theory and reality,studies the psychological process underlying the normative use of an increasing number of shared bicycles.We propose four factors:subjective norms,social models,social norms and tolerance to anomalies,which have direct or indirect effects on the normative behavior of shared bicycles.Through the test of the direct effect,the moderating effect and the test of triple interaction effect,the conclusion is drawn as follows:subjective norms and social models are important influencing factors of normative behaviors of shared bicycles;the role of government-led social norms and company-led tolerance to anomalies in shared bicycles is limited;and social models play an important transfer and model role in the normative behavior of shared bicycles.Finally,we discuss the theoretical contribution of the study,and put forward a few specific recommendations for managers to take effective intervention measures.