Improving Cycling Behaviors of Dockless Bike-Sharing Users Based on an Extended Theory of Planned Behavior and Credit-Based Supervision Policies in China.

Lanying Sun,Zhaohui Sun,Xing Zhou

doi:10.3389/fpsyg.2019.02189

Abstract

Motivating users’ civilized cycling plays a significant role in alleviating the troubles of dockless bike-sharing programs (DBSPs) and promoting the sustainable development of bike-sharing organizations. Based on the theory of planned behavior (TPB) and observed practices in China, this study develops a theoretical framework to examine how attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC), and personal norms (PN) motivate users’ civilized cycling behavior through civilized cycling intentions. Furthermore, the moderating effect of perceived policy effectiveness (PPE) between users’ civilized cycling intention and their actual behavior is tested. Using structural equation model-multiple group analysis (SEM-MGA) for a sample of 874 valid questionnaire responses in Beijing and Shanghai, China, our results reveal that (1) ATT, PBC, and PN are positively related to both users’ civilized cycling intentions and their actual behavior, while SN positively affect users’ civilized cycling intention only; (2) users’ civilized cycling intentions mediate the relationship between the four influencing factors and their actual behavior; and (3) PPE plays a moderating role for the effect of users’ civilized cycling intentions on their actual civilized cycling behavior. Our results indicate that the four influencing factors can encourage users’ civilized cycling behavior, especially when civilized cycling intention exists. Policies like credit-based supervision mechanisms could promote users’ civilized-cycling intentions, which could then be transformed into actual behavior.

Highlights

As the trend of urbanization continues, issues such as traffic congestion, air pollution, and energy consumption seriously threaten the sustainable development of our cities
The study constructs are assessed for composite reliability (CR), convergent validity, and discriminant validity
We have found that attitudes, subjective norms (SN), perceived behavioral control (PBC), and Personal norms (PN) can induce intentioned behaviors, the intention-behavior gap still remains (Du et al, 2018; Si et al, 2019)

Summary

Introduction

As the trend of urbanization continues, issues such as traffic congestion, air pollution, and energy consumption seriously threaten the sustainable development of our cities. Compared with traditional public bike-sharing, DBSPs allow people to unlock GPS-enabled bikes with their smartphones, and drop them off almost anywhere without the need to park at a dock. This huge advantage efficiently solves the “last mile” problem, which refers to the final leg of urban dweller’s journey (Li et al, 2018). Unlike the measures of social-psychological factors, users’ civilized cycling behavior is assessed using a different 7-point Likert-type scale ranging from “never” (1) to “usually” (7). Users’ civilized cycling intentions are assessed with a 7-item scale ranging from 1 (very reluctant to) to 7 (very glad to), with 4 serving as neutral. It should be noted that four items (BE1, BE2, BE3, and BE4) are reverse scored to evaluate levels of a user’s civilized cycling behavior

Methods

Discussion

Conclusion