共享单车影响下小汽车出行方式转移机理研究

Exploring Psychology Factors Influencing the Transfer Willingness from Car to Dockless Bike-sharing

从小汽车到共享单车参与的出行模式转变是解决交通与环境问题的有效方法之一.本文通过对南京市308名小汽车出行者进行问卷调查,探讨了共享单车影响下心理因素对小汽车出行模式转移的影响.通过建立改进后的技术接受模型,研究了感知有用性,感知易用性和感知健康价值对共享单车的态度,以及对出行方式转移意愿的影响.结果表明,通过作用于共享单车的态度,感知健康价值和感知易用性对转移意愿产生积极影响,感知有用性则产生直接的积极影响.共享单车可以在短途出行中替代小汽车,中距离下出行者最有可能受到激励从小汽车用户转变为潜在的共享单车接驳公共交通使用者,而长距离下共享单车较难影响小汽车出行者的出行方式选择.

Travel mode shift from car to dockless bike-sharing (DB) is one of the effective ways to solve traffic congestion and environmental problems. Therefore, the author surveys 308 car travelers in Nanjing, Jiangsu Province, to explore the impact of psychological factors on the modal shift from car to DB. This paper examines the impacts of perceived usefulness, perceived ease of use, perceived health value, and attitudes toward DB on the willingness to transfer by establishing a modified technology acceptance model. The study concludes that perceived health value and perceived ease of use positively impact the transfer willingness by changing the attitude towards DB, and perceived usefulness directly exerts positive impacts. The study also finds that DB can substitute cars in short-distance trips, and travelers are most likely to become potential DB users transferred from car in mid- distance trips. However, DB is more difficult to influence the choice of travel modes for car travelers in long distance.