Research On The Influence Of Incentive Mechanism On Bicycle-Sharing Cyclists’ Parking Behavior

Under the background of the rapid development of the sharing economy,the ‘no pile’ sharing bicycle is a new bicycle rental mode based on the Internet plus.It solves the problem of "returning the car difficult" in the peak period of public bicycle system.At the same time,the combination of ‘Riding ride Ride’ meets the needs of multi-level travel,bringing the ‘last mile’ trip to everyone and promoting green transportation.In addition,the new travel mode has effectively alleviated the urban governance problems such as traffic congestion and the overflow of black cars.However,due to random parking,occupying public space and other issues,the increasing number of bicycle-sharing have brought new challenges to urban management.In this paper,aiming at the phenomenon of random parking of bicycle-sharing users,combined with incentive mechanism,study how to effectively standardize the parking behavior of Bicycle-sharing users and encourage bicycle-sharing users to cooperate spontaneously with enterprises to maintain that the bicycle parking specification.Through observation,interviews and questionnaires,combined with relevant theories of psychology,management and economics,and based on the theory of planned behavior,this paper introduces perceived benefit and perceived risk in the income-risk analysis model to explore their impact on parking behavior of bicycle-sharing users.Through incentive mechanism to reflect perceived benefits,the hypothesis that incentive mechanism has a positive impact on parking behavior of Bicycle-sharing users is verified,and the effect is significant.It is of great significance to study how the incentive mechanism acts on the Bicycle-sharing user to regulate parking and spontaneously cooperate with the enterprise to maintain the customer citizenship behavior of bicycle parking specification.Based on the research and analysis of the influencing factors of Bicycle-sharing users parking behavior,through SP questionnaire survey and combined with the investigation of Bicycle-sharing users’ usage,analyze the influence of the quota red envelope incentive mechanism on the choice of a red-envelope bicycle for Bicycle-sharing users;The research shows that the "time to find a bicycle " and "walking time" have great influence on the user’s choice behavior.When there is a red-envelope bicycle near 300-500 meters,the red-envelope reward of 1-3 yuan can motivate the bicycle-sharing users to a certain extent to choose to ride a red-envelope bicycle;when there is a recommended parking point near the destination 200-400 meters,the red-envelope reward of 1-3 yuan can motivate users to a certain extent to recommend parking.The higher the amount of red envelope is,the more significant the incentive effect is.When the amount of red envelope reaches 5.6 yuan,the probability of bicycle-sharing users choosing to ride a red-envelope bicycle is not less than 70%.When the amount of red envelope reaches 4.4 yuan,the probability of sharing bicycle users choosing to park at the recommended parking place is not less than 70%.This paper proposes a quota red envelope incentive mechanism to provide a reference for bicycle-sharing user management,to standardize the parking behavior and stimulate the customer citizenship behavior of sharing bicycle users,while alleviating the phenomenon of random parking,to increase the utilization rate of sharing bicycles and maximize the public sharing bicycles benefits.