An Emprical Study On Consumer's Intention To Use The Bicycle-sharing Application Based On Perceived Value And Trust

With the mature development of information technology and mobile Internet in recent years,all walks of life have undergone revolutionary changes due to "Internet +".It is in this background that the shared economy is born and thriving.New business models such as point-to-point rental,point-to-point car rental,service transactions based on social networks,and product sharing are coming one after another.Sharing cycling is the most environmentally friendly and healthy sharing travel platform.It relies on Internet technology to provide citizens with short distance travel services other than public transportation.It aims to provide mobile Internet bicycle sharing services for many people in campus,bus and subway station and business district.At the same time of rapid development,some problems and drawbacks are also rising,such as the relationship with public management,vehicle management and operation,illegal use by users and private possession.Therefore,it is of great significance to study users'willingness to use the bicycle-sharing platform,and to explore how to manage and improve it.Based on the perceived value model,taking the user online trust as the perspective,adding context and perceived risk and other factors,considering the characteristics of sharing economy and commercial sharing platform and user behavior characteristics,this paper establishes the research model of consumer's willingness to use the bicycle-sharing application platform.Among them,the influencing factors of perceived value are functional value,social value,emotional value,economic value and conditional value;The influencing factors of trust are perceived risk and conditional value.Through the questionnaire survey method and the empirical analysis method,this paper makes a thorough inquiry.Finally,through the study and comparison of the influencing factors,the conclusions are summarized according to the results,and the management suggestions are summarized on this basis.The theoretical and empirical studies in this paper will help service providers to understand the consumption behavior patterns and operation modes of shared bicycle.Based on the verified factors of user behavior and the relationship between the factors,the appropriate marketing strategies will be formulated to eliminate the objective factors that hinder the users from using the shared bicycle platform.This article will put forward reasonable management suggestions for the healthy development of the sharing model.