A Study on the Willingness of College Students to Use the Platform of Bicycle-Sharing Based on Perceived Value

Abstract

Under the background of “Internet +”, sharing platforms, such as the platform of bicycle-sharing have emerged from large numbers. Based on the empirical study of the willingness to use the platform in the existing literature, we can draw the conclusion that perceived value has a direct impact on consumer’s willingness to use. Based on this, this paper constructs a model of student’s willingness about the platform of bicycle-sharing. The results show that perceived usefulness has a significant positive effect both on functional and safety values but has a greater impact on the former. Perceived ease of use has a significant positive impact on functional value but with no significant impact on safety value. Customer perceived cost, which is under a significant negative impact both on functional and safety values but has a greater influence on the latter. Perceived risk has no observable effect on functional value but has a significant adverse impact on safety value. The functional and safety values both have a positive impact on the user’s willingness to use, but functional value has a greater impact. The conclusion of this paper is to offer suggestions for the research and development of the platform for bicycle-sharing suppliers and APP developers.