摘要
基于TAM模型,结合共享单车的特征及现状,构建共享单车用户使用意愿影响因素的理论模型。以192个使用过共享单车的高校大学生的调查问卷为数据来源,通过因子分析和结构方程模型进行实证研究,研究结果表明:休闲娱乐动机、出行动机和感知易用性正向显著影响感知有用性;感知有用性、顾客期望正向显著影响用户对共享单车的使用意愿;感知成本负向显著影响用户对共享单车的使用意愿;而感知易用性对用户使用意愿的正向显著影响并未得到验证。根据分析结果为共享单车企业提供相应的管理和营销建议。
Based on the Technology Acceptance Model and combined with the characteristics and status quo of shared bicycles,this paper constructs a theoretical model of the influencing factors of users＇ willingness to use shared bicycles.Based on the questionnaire from 192 college students who used shared bicycles and through the empirical analysis with factor analysis and Structural Equation Model,the results indicate that recreational motivation、travel motivation and perceived ease of use are positively related to perceived usefulness. Perceived usefulness and customer expectation positively influence user＇s willingness to use shared bicycles; while the perceived costs negatively influence the users＇ willingness of using shared bicycles; perceived ease of use has no positive impact on the users＇ willingness. In addition,the paper provided corresponding management and marketing advice for shared bicycles＇ operators.
作者
彭润华
林啸啸
Peng Run-hua;Lin Xiao-xiao(2.School of Economics and Management,Guangxi Normal University,)
出处
《贵州商学院学报》
2018年第2期57-64,共8页
Journal of Guizhou University Of Commerce
基金
国家社会科学基金资助项目"旅游者参与及旅游服务价值共创模式研究"(13CGL082)
广西研究生教育创新计划项目"电子商务环境下末端物流服务质量评价与提升研究"(YCSW2018056)
广西人文社会科学发展研究中心"科学研究工程.珠江-西江经济带乡村振兴专项课题"(ZX2017011)
关键词
技术接受模型(TAM)
共享单车
使用意愿
影响因素
Technology Acceptance Model （TAM）
Shared Bicycles
Willingness to Use
Influencing Actors
