Abstract
Bike-sharing is widely recognized as an eco-friendly mode of transportation and seen as one of the solutions to the problem of air pollution and congestion. With the emphasis on sustainability in transportation, bike-sharing systems is an emerging topic of urban transport and sustainable mobility related research. Existing studies mainly explored the factors affecting individuals’ initial intentions to start using a shared bicycle, but few looked at the likelihood that a user would continue using one This study proposed a structural equation model with bike-sharing purchase decision involvement as independent variable, bike-sharing willingness to use as dependent variable, traveler participation and traveler perceived value as intermediary variables by introducing the concepts of purchase decision involvement, customer participation and perceived value in consumer psychology and behavior. A survey on bike-sharing users in Xi’an was conducted online and offline, and 622 effective responses were collected. The research model was tested by Amos 24.0 and the empirical results showed that All influencing factors including bike-sharing’s purchase decision-making involvement, traveler participation and traveler’s perceived value are found to be significantly and positively associated with usage intention; traveler perceived value play a chain-mediating role between bike-sharing purchase decision involvement and usage intention; bike-sharing purchase decision involvement have indirect effects on traveler perceived value through traveler participation. The results of this study enrich the current research’s in the field of sharing economy, and it is certain guiding significant for how to obtain and maintain stable customers in bicycle-sharing industry.
Highlights
Bike sharing, as a new environmental-friendly travel mode, has attracted large numbers of travelers due to its flexibility and convenience
Based on the above hypotheses, this paper proposes a bike-sharing usage intention model based on SEM S1 Fig including the independent variables bike-sharing purchase decision involvement, the dependent variable usage intention, and the mediating variables traveler participation and traveler perceived value
The second part measured residents’ willingness to use bike-sharing by 5-point Likert scale, which includes some descriptive views of residents’ personal values, community influence, perceived value, etc. while the measurement of personal values, community influence and usage intention was adapted from the literature [10, 66, 67], traveler participation and perceived value was based on the scales by Liang m et al [68,69,70]
Summary
As a new environmental-friendly travel mode, has attracted large numbers of travelers due to its flexibility and convenience. Most previous literatures study the relationships between one or two variables of customer’s involvement, participation, perceived value and consumer’s purchase intention. This paper introduces the related concepts of purchase decision involvement, customer participation, as well as customer perceived value, and adopts structural equation model to analyze the interactions and influence mechanism between the three variables and the usage intention. It expands the application scope of consumer behavior theory, and provides bikesharing enterprises with management and marketing strategies.
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