共享单车用户持续使用意愿研究——基于TAM理论的拓展模型

A Research on Consumers’ Willingness to Use Shared Bicycles Continuously——Based on the Extended Model of TAM Theory

共享经济催生的共享单车在快速发展过程中出现的诸多问题,对共享单车的可持续发展提出了严峻的挑战。基于用户体验与创新扩散的双重视角,将消费者创新性、感知娱乐性与同辈影响纳入技术接受模型(TAM),构建共享单车用户持续使用意愿的研究模型。实证结果表明,消费者创新性正向影响用户对共享单车的感知易用性、感知有用性与使用态度,且感知易用性和感知有用性在消费者创新性与使用态度之间起多重中介作用;同辈影响正向影响用户对共享单车的使用态度;感知娱乐性正向影响用户对共享单车的使用意愿。

Many issues arise in the rapid development of shared bicycles caused by the sharing economy,which poses a severe challenge to the sustainable development of bicycle sharing.Based on the dual perspectives of user experience and technological innovation,this study incorporates consumer innovation,perceived enjoyment and peer influence into technology acceptance model(TAM),and constructs a model for the research on consumers’willingness to use shared bicycles continuously.The empirical results show that consumer innovation has positive impacts on perceived ease of use,perceived usefulness and attitude towards using shared bicycles.Perceived ease of use and perceived usefulness play multiple mediation roles in the impact of consumer innovation on attitude towards using shared bicycles.Peer influence has a positive impact on consumers’attitude towards using shared bicycles.Perceived enjoyment has a positive impact on consumers’willingness to use shared bicycles.