市民共享单车使用意愿的影响因素研究

Research on the Effect Factors of Customer Use Intention of Shared Bicycles

为探索共享单车快速流行背后市民使用意愿的主要影响因素,基于共享单车的产品服务系统、社会影响、创新扩散三维视角,构建市民共享单车使用意愿影响因素模型,收集556份注册用户和302份潜在用户数据,分别进行实证检验并做比较分析。研究结果显示,市民感知租还易用性、感知方便出行性、社会影响均正向显著影响市民共享单车使用意愿,同时感知获取便利性和个人创新性均正向显著影响感知租还易用性和感知方便出行性。注册用户感知获取便利性对使用意愿的影响不显著;潜在用户个人创新性对使用意愿的影响不显著,且感知租还易用性对感知方便出行性影响不显著。

To explore the influencing factors of urban residents’ use intention of shared bicycles,based on a three-dimension perspective including information system,social influence and innovation diffusion,the present study constructed a shared bicycles use intention formation mechanism model.Data was collected from 556 registered users and 302 potential users by questionnaires,empirically examined the model by using SEM and compared the two groups of data.The results showed that users perceived ease of use,perceived usefulness,social influence,and personal innovative significantly influence residents’ use intention of shared bicycles;perceived convenience and personal innovativeness significantly affect residents’ perceived ease of use and perceived usefulness.Registered users’ perceived convenience does not significantly influence use intention,potential users’ individual innovativeness does not significantly influence use intention,and perceived ease of use does not significantly influence perceived usefulness.