共享单车消费者行为意向影响因素研究.docxVIP

—1— 摘 要 共享单车是指共享单车运营商在校园、交通站点、居民区与商业区投放可供租赁的自行车，消费者使用共享单车APP解锁，付费骑行的一种商业模式。它作为新近兴起的一种交通方式，近一年来在各大城市发展迅猛，也博得了众多资本的青睐，形成了目前ofo单车与摩拜单车两强相争的行业格局。目前学术界对共享单车行业的研究甚少，而本文即旨在探究影响共享单车消费者行为意向的各种因素。 本文基于TAM技术接受模型的基本框架，补充了多组影响因素，从感知有用性、感知易用性、感知低成本、感知安全性、主观规范、消费创新性与促进因素等方向选取研究变量，创新性的构建了共享单车消费者行为意向技术接受模型，通过线上线下相结合的方式开展实证调研，运用SPSS与STATA软件，采用回归分析验证模型中的相关假设，以探究共享单车消费者行为意向的关键影响因素。 通过数据分析发现，共享单车消费者感知易用与感知有用是影响消费者行为意向最主要的两个因素，其次，广告宣传与朋友推荐、促销活动以及低廉的出行成本也是消费者在选择共享单车出行时较为重要的考虑因素，据此笔者分析了共享单车消费者的主要需求，探讨了共享单车供应商的运营与营销重点，并对共享单车运营商提出了几点建议：加强针对目标人群的宣传与推广；协商规划共享单车行车道和停车点；完善用户信用体系。 关键词：共享单车；行为意向；技术接受模型  Abstract Bicycle-sharing is a business model in which bicycles are shared on campus, traffic, residential and commercial areas available for renting. Consumers use Bicycle-sharing APP to unlock and pay for ride. It is a recent rise way of transport, nearly a year in the development of major cities in the rapid。 It also won the favor of many capital, forming the current of the cycling and bicycles with two competing industry pattern. At present, there is little research on the Bicycle-sharing industry in academia, and this paper aims to explore the factors that affect the Bicycle-sharing consumers behavior intention. Based on the basic framework of Technology Acceptance Model, this paper adds a number of influencing factors and innovatively constructs the Bicycle-sharing consumer behavior technology acceptance model. Carries on the research through the combination of online and offline, uses SPSS and STATA software. Regression analysis is used to validate the relevant assumptions in the model to explore the key influencing factors of the behavior of the shared bicycle consumers. Through the data analysis found that perceived usefulness and perceived ease of use are the most two important factors affecting user behavior intention. Advertising and friends recommended, promotional activities and low travel costs are also important considerations for users in the choice of bicycle-sharing trav