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Research on behavioral intention of sharing bicycle
Broken Windows Theory
研究結果發現(1) 共享單車使用者的利社會行為傾向對於其使用共享單車的趣味性價值與有用性有顯著正相關；(2) 共享單車使用者的趣味性價值、有用性價值及社會性價值與其對於共享單車的黏著度有顯著正相關；(3) 以利社會行為為出發點，透過提高消費者的體驗價值來提升滿意度，可間接提高消費者的黏著度。綜合研究結果可知，共享單車若以高度公德心來推動，可減少丟棄情況發生。|
In recent years, the sharing economy has flourished, which has caused changes in evolution, such as the advancement of science and technology. The operating model is changing rapidly, for example, the global sharing economy, such as Uber or Airbnb, or a shared bicycle system is popular in many cities around the world. In addition, even shared umbrellas, shared power banks, and shared cars, are changing peoples’ lifestyles. However, due to the nature of its resource sharing characteristics, there are many issues within the public morality, such as illegal parking of shared bicycles, the destruction of shared umbrellas, and the discarding of shared power banks. This study focuses on the uses of station-free bicycle sharing system in Mainland China. Questionnaire survey was used to understand the habits, ideas, problems and difficulties that may be encountered in the operation of shared bicycle systems in major cities. The study included five constructs “Prosocial Behavior,” “Hedonic Value,” “Utilitarian Value,” “Social Value,” and “Stickiness.” The questionnaire was distributed on social network using Likert scale and a total of 269 valid questionnaires were analyzed. This study used IBM SPSS 22.0 for Windows and AMOS 20.0 to analyze descriptive analysis, confirmatory factor analysis (CFA), reliability, validity, structural equation modeling (SEM). The results of the study found that (1) The propensity for prosocial behavior of shared bicycle users has a significant positive correlation with their hedonic value and utilitarian value of using shared bicycles. (2) The hedonic value, utilitarian value and social value of shared bicycle users has a significant positive correlation with their stickiness to shared bicycles. (3) Taking advantage of prosocial behavior as a starting point, increasing users experience value can increase the satisfaction, with an increase in satisfaction will indirectly enhance consumer stickiness. Conclude the result of research, if the sharing bicycle is promoted with public morality, it can reduce the occurrence of discards.
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