我国城市公共自行车系统用户使用意愿分析——基于TAM模型与流行感知视角的实证研究

A Research on Users' Willingness of Using Urban Public Bicycle System in China

基于技术接受模型(TAM),并结合我国城市公共自行车系统自身特点引入感知流行性因素,构建我国城市公共自行车系统用户使用意愿影响因素模型.选取我国城市公共自行车发展最早、最成熟的浙江省杭州市进行调研,采用调查问卷的形式收集数据,并使用结构方程模型(SEM)的方法对294份有效问卷进行实证研究.结果表明,感知流行性、感知易用性、感知有用性等因素均在不同程度上对用户使用意愿产生影响,其中感知流行性即社会大众的影响对单一个体的使用意愿有显著影响;感知易用性需通过感知有用性间接影响使用态度.最后对我国城市公共自行车系统的改进和完善提出了针对性的建议.

Based on the technology acceptance model（TAM） and combined with the characteristics of China＇s urban public bicycle system, this paper introduces the perceived popularity and constructs the model of influencing factors of users＇ willingness of using urban public bicycle system. In this paper, the data of 294 valid questionnaires were collected by means of structural equation modeling（SEM） and the questionnaire survey was conducted in Hangzhou city, Zhejiang province, which boasts the earliest and most advanced city public bike system in China. The results show that perceived popularity, perceived ease of use, perceived usefulness and other factors all affect users＇ willingness to use in different degrees. The impact of perceived popularity, namely, social public, has a significant effect on the intention of individual. Ease of use requires indirect use of perceived usefulness. Finally, according to the conclusions, the paper puts forward some pertinent suggestions to improve and perfect the urban public bicycle system in our country.