用户对ofo共享单车使用意愿和行为的影响因素研究
发布时间：2018-10-31 13:26
【摘要】：共享经济在近年来发展迅速,其特点是资源拥有者在互联网平台上分享闲置资源,而资源需求者以较低的成本获得该资源的使用权。虽然共享经济处于还处于起步阶段,但交通领域的共享经济商业形态发展非常突出,涌现出了共享汽车、共享单车、共享电动车等多种商业形态。然而,国内外对共享经济商业模式以及共享经济下用户的心理和行为模式的研究还较为少见,共享经济理论的发展已经落后于现实情况的发展速度。因此,本文以ofo共享单车为研究对象,研究用户的使用意愿和行为模式,有非常重要的理论意义和现实意义。本文依托于现有的成熟理论,采用验证性的实证研究方法对ofo共享单车用户的使用意愿和行为进行研究。首先,对共享经济、共享自行车以及理性行为理论和技术接受模型等相关理论和研究进行了梳理和总结。其次,在文献综述的基础上,确立了本研究的研究变量,并构建了研究模型,还确定了各研究变量对应的测量指标。最后,通过现场问卷调查和数据分析,对本研究的所有假设进行了检验,得出了一些结论,并据此提出了几条管理建议。本研究利用AMOS和SPSS对实地调查的数据进行处理和分析,从而对影响ofo共享单车用户的使用意愿和行为的因素进行了检验和探讨。研究结果表明,利用用户对ofo共享单车的使用意愿能够很好地预测其真实使用行为,而用户的使用意愿又受到用户对ofo共享单车的态度的作用。用户对ofo共享单车使用便利性的感知会显著地正向影响其对ofo的态度;用户对ofo共享单车环境保护的感知会积极影响用户对ofo的态度但不会影响用户的使用意愿。ofo共享单车给用户带来的心理享受不仅积极影响用户对ofo的态度,也会显著增强用户对ofo共享单车的使用意愿;此外,用户对ofo共享单车使用成本的感知对用户的使用意愿有显著的负面影响;还发现,主观规范能够积极影响用户对ofo共享单车的态度,也能够积极促进用户对ofo共享单车的使用意愿。数据分析结果还表明态度对心理享受和使用意愿之间的关系有部分中介作用;但态度对主观规范和使用意愿之间的关系有完全中介作用。
[Abstract]:The sharing economy has developed rapidly in recent years. Its characteristic is that resource owners share idle resources on the Internet platform, while resource demanders obtain the right to use the resources at a lower cost. Although the sharing economy is still in its infancy, the commercial form of the shared economy in the field of transportation is very prominent, and many kinds of commercial forms, such as shared car, shared bicycle, shared electric vehicle and so on, have emerged. However, domestic and foreign researches on the business model of sharing economy and the psychological and behavioral patterns of users in sharing economy are relatively rare, and the development of the theory of sharing economy has lagged behind the speed of the development of reality. Therefore, it is of great theoretical and practical significance to study the user's willingness to use and the behavior pattern of ofo shared bicycle in this paper. Based on the existing mature theory, this paper studies the willingness and behavior of ofo sharing cyclists by means of confirmatory empirical research. Firstly, the theories and research of sharing economy, sharing bicycle, rational behavior theory and technology acceptance model are summarized. Secondly, on the basis of literature review, the research variables of this study are established, and the research model is constructed, and the corresponding measurement indexes of each research variable are also determined. Finally, through the field questionnaire survey and data analysis, all the hypotheses of this study are tested, some conclusions are drawn, and some management suggestions are put forward. In this study, AMOS and SPSS were used to process and analyze the data of field investigation, so as to test and discuss the factors influencing the users' desire and behavior of ofo sharing bicycles. The results show that using users' willingness to use ofo shared bikes can well predict their real use behavior, and the user's willingness to use them is influenced by the user's attitude towards ofo shared bikes. Users' perception of the convenience of ofo sharing bikes significantly positively affects their attitude towards ofo; The perception of ofo sharing bicycle environment protection will positively affect the user's attitude towards ofo, but will not affect the user's willingness to use it. The psychological enjoyment brought by ofo sharing bicycle will not only positively affect the user's attitude towards ofo. It will also significantly increase users' willingness to use ofo shared bikes; In addition, the perception of ofo sharing bicycle usage cost has a significant negative impact on the user's willingness to use. It is also found that subjective norms can positively affect the attitude of users towards ofo shared bikes, and can also actively promote the users' willingness to use ofo shared bikes. The results of data analysis also show that attitude plays a part role in mediating the relationship between psychological enjoyment and willingness to use, but attitude plays a complete role in mediating the relationship between subjective norms and willingness to use.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572;F713.55
本文编号：2302361
[Abstract]:The sharing economy has developed rapidly in recent years. Its characteristic is that resource owners share idle resources on the Internet platform, while resource demanders obtain the right to use the resources at a lower cost. Although the sharing economy is still in its infancy, the commercial form of the shared economy in the field of transportation is very prominent, and many kinds of commercial forms, such as shared car, shared bicycle, shared electric vehicle and so on, have emerged. However, domestic and foreign researches on the business model of sharing economy and the psychological and behavioral patterns of users in sharing economy are relatively rare, and the development of the theory of sharing economy has lagged behind the speed of the development of reality. Therefore, it is of great theoretical and practical significance to study the user's willingness to use and the behavior pattern of ofo shared bicycle in this paper. Based on the existing mature theory, this paper studies the willingness and behavior of ofo sharing cyclists by means of confirmatory empirical research. Firstly, the theories and research of sharing economy, sharing bicycle, rational behavior theory and technology acceptance model are summarized. Secondly, on the basis of literature review, the research variables of this study are established, and the research model is constructed, and the corresponding measurement indexes of each research variable are also determined. Finally, through the field questionnaire survey and data analysis, all the hypotheses of this study are tested, some conclusions are drawn, and some management suggestions are put forward. In this study, AMOS and SPSS were used to process and analyze the data of field investigation, so as to test and discuss the factors influencing the users' desire and behavior of ofo sharing bicycles. The results show that using users' willingness to use ofo shared bikes can well predict their real use behavior, and the user's willingness to use them is influenced by the user's attitude towards ofo shared bikes. Users' perception of the convenience of ofo sharing bikes significantly positively affects their attitude towards ofo; The perception of ofo sharing bicycle environment protection will positively affect the user's attitude towards ofo, but will not affect the user's willingness to use it. The psychological enjoyment brought by ofo sharing bicycle will not only positively affect the user's attitude towards ofo. It will also significantly increase users' willingness to use ofo shared bikes; In addition, the perception of ofo sharing bicycle usage cost has a significant negative impact on the user's willingness to use. It is also found that subjective norms can positively affect the attitude of users towards ofo shared bikes, and can also actively promote the users' willingness to use ofo shared bikes. The results of data analysis also show that attitude plays a part role in mediating the relationship between psychological enjoyment and willingness to use, but attitude plays a complete role in mediating the relationship between subjective norms and willingness to use.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572;F713.55
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