중국에서 공공자전거 사용에 영향을 미치는 요인 분석

Abstract

Sharing economy is a new mode of thinking based on Internet technology. This business model can reuse idle resources effectively. With the emergence and success of such kind of business model like Airbnb and Uber, the value of sharing economy has been widely recognized. In sharing economy, combined with multiple technologies like mobile payment, Internet of Things (IoT) and GPS positioning, Bike Sharing has attracted the attention from society for its low carbon and convenience. In the process of Bike Sharing business operation, the users’ psychological process will directly affect the future development of Bike Sharing companies and industry. This study explores the key factors affecting the use of shared bikes, the study model is proposed based on the previous research papers. Risk, environmental characteristics, social influence, self-efficacy, and playfulness are taken as independent variables. Perceived usefulness and perceived ease of use are taken as mediator variables, while the actual use of shared bikes is taken as dependent variable. In order to identify the factors influencing the use of shared bikes, online questionnaires were distributed to users, and 329 valid data were collected for analysis. It turns out that only playfulness affects actual use by usefulness and ease of use. Risk and self-efficacy affect actual use only by accessibility, whereas environmental characteristics and social influence affect the use of Shared bikes only by usefulness.