Understanding prospective and actual users of campus-based electric moped sharing from a behavioral reasoning perspective – Insights from Taiwan

Abstract

Shared transportation services using electric two-wheelers have been appearing in cities worldwide. They have the potential to reduce the burden of private, fossil-fueled vehicles on urban areas. Residents' acceptance and adoption behavior needs to be understood by policymakers, planners, and operators in order to promote such services. Campus-like settings, such as universities, can serve as nuclei for these new services. Taiwan has one of the highest moped densities in the world. Young people are the largest user segment of electric moped sharing, which is under researched. The purpose of this research is to investigate the subjective barriers and facilitators that drive the formation of (continued) usage intentions. Empirical and qualitative data from 443 users and non-users of an electric moped sharing in Kaohsiung are collected. This facilitates an investigation using structural equation modelling and multi-group analysis. We find different groups of respondents have different reasons for and against adoption intentions based on their mode use habits, demographic features, and word associations. Some modes habits are associated with higher usage intentions, while others are not. The results and insights may prove useful for policymakers or operators seeking to increase uptake of electric moped sharing services.