基于多维分析的出行者创新性与共享汽车接受关系

Relationship between Traveler Innovativeness and Carsharing Acceptance Based on Multidimensional Analysis

针对共享汽车发展过程中的普及率低、接受程度低、使用率低等问题,创新性地提出了"双维-四维-双维"的出行者创新性与共享汽车接受关系研究思路,设计了出行者创新性、共享汽车使用和感知测量量表,实地询问调查方法获取了研究数据。通过KMO样本测度、Bartlett球体检验、Cronbach的一致性系数α系数检验了调查数据的效度和信度,基于Pearson相关分析法和线性回归分析法研究了出行者创新性与共享汽车接受的关系,并且通过调节效应详细分析了共享汽车相对优势、相容性、复杂性和感知风险对出行者创新性和共享汽车接受关系的影响。研究结果表明:出行者的认知创新性与共享汽车信息搜寻行为、共享汽车实际使用行为均呈正相关关系,从而与共享汽车接受也呈正相关;出行者感知共享汽车的相对优势越大,认知创新性对共享汽车信息搜寻、实际使用的影响也越大;出行者感知共享汽车的相容性越高,认知创新性对共享汽车实际使用的影响也越大;出行者感知共享汽车的复杂性越大,认知创新性对共享汽车实际使用的影响则越小,而出行者感知风险的高低不影响认知创新性对共享汽车实际使用的作用。对共享汽车行为分析、使用需求预测及发展战略的制定具有借鉴和指导意义。

To address the issues about the low popularity rate,acceptance degree and usage rate of carsharing,a study procedure,＂two-dimensional,four-dimensional,two-dimensional＂,is innovatively put forward to study the relationship between traveler innovativeness and carsharing acceptance. After design the measuring scale of traveler innovativeness,carsharing utilization and perception,the data is obtained through field investigation. Through KMO measure of sampling adequacy,Bartlett＇s test,validity and reliability test is carried out. Then,the relationship between traveler innovativeness and carsharing acceptance is investigated through Pearson correlation coefficient and linear regression. Meanwhile,the impact of relative advantage,compatibility,complexity,and perceived risk is analyzed through moderating effect. The results revealed that traveler＇s cognitive innovativeness has a positive correlation with carsharing information searching,carsharing actual utilization,and carsharing acceptance. The greater traveler the perceived relative advantage of carsharing,the greater the impact of cognitive innovativeness on carsharing information searching and actual utilization. The greater traveler the perceived compatibility of carsharing,the greater the impact of cognitive innovativeness on carsharing actual utilization. The greater traveler the perceived complexity of carsharing,the smaller the impact of cognitive innovativeness on carsharing actual utilization. While the impact of cognitive innovativeness on carsharing actual utilization is not affected by perceived risk. This study provides reference and guidance for carsharing behavior analysis,usage demand forecasts and development strategy.