The influence of personal and public health and smart applications on biking behavior in South Korea

Abstract

AbstractBicycling is an important form of active transport that contributes to sustainability mobility as a result of its role in personal and public health and emissions reduction. The significance of which has grown since the COVID‐19 pandemic outbreak. However, biking studies have neglected, in theoretical terms, developing an understanding of why consumers bike. Therefore, this research designs and verifies an extended theory of planned behavior adding personal and public health and a moderator of perceived smart application usage to help explain such consumer behavior. This study is based on a digital survey of South Koreans who biked for leisure, tourism, and/or work, utilizing partial least squares‐structural equation modeling with multi‐group analysis and Fuzzy‐set Qualitative Comparative Analysis. Results revealed that personal health is most important to cyclists, followed by public health, attitude, and subjective norm. Interestingly, people with perceived high usage of smart applications for biking show stronger relationships between public health and attitude and perceived behavioral control and behavioral intention than low users. In contrast, individuals with perceived low usage of smart applications for biking reveal a stronger relationship between attitude and behavioral intention than high users. The high and low user groups of smart applications also distinctively differ in levels of cycling behavior. Consequently, this work offers several theoretical and managerial implications for research and practice.