An Empirical Study On The Control Of Inappropriate Behaviors About Bicycle-sharing

With the popularization and application of mobile Internet technology and positioning system,the sharing economy has developed rapidly.Relying on mobile Internet technology and location service,a new type of travel service with the feature of"sharing economy" came into being.There is a variety of sharing bike brands,including Mobike,Ofo,Hello Bike,and they expand rapidly when competing with each other.Sharing bikes are popular among consumers because they are easy to operate,convenient and cost-effective,which provides the convenience and possibility for green travel,solving of road congestion and the "last mile" issue and other problems.However,there are also many problems encountered in sharing bikes,such as chaos,misplacing,illegal private possession,vandalism and other inappropriate behaviors.The use of sharing bikes tests the quality of citizens,which has attracted wide attention from the media and general public.The dealing with inappropriate behavior is not only conducive to the orderly development of the sharing bike industry,but also to the improvement of citizens' quality and social civilization.To tackle with the problem of inappropriate behaviors related to sharing bikes,starting from the phenomenon of inappropriate behavior,the thesis improves Norm Activation Model(NAM)based on the theory model of NAM and the features of sharing economy,sharing bikes,research purposes and the special situation where the users have the right to share the use of bikes rather than the ownership,which combines with domestic and foreign literature on sharing economy,sharing bikes,inappropriate behaviors and classical behavior theory.Three variables of self-efficacy,social norms and rewards and punishments were added into the model to explore the factors influencing the inappropriate behaviors of using sharing bikes,constructing 7 variables relating to sharing bikes inappropriate behaviors control model,including awareness of consequence,self-efficacy,ascription of responsibility,personal norms,social norms,rewards and punishments.The model takes awareness of consequence,ascription of responsibility and self-efficacy as pre-variables,personal norms as mediator,social norms and the rewards and punishments as moderator that personal norms affect inappropriate behaviors,and puts forward hypothetical assumptions.According to the scientific measurement method,this thesis refers to mature scales at home and abroad,uses Likert Scale 5 method to design and measure the questionnaire.The survey was conducted and the data were collected in the way of questionnaire,and the data were analyzed by SPSS software.The thesis verifies the proposed research hypotheses and draws the following conclusions:awareness of consequence,ascription of responsibility and self-efficacy of inappropriate use of sharing bikes has a positive impact on personal norms;personal norms have a positive impact on the control of inappropriate behaviors;reward and punishment mechanism play a regulatory role in personal norms and the control of inappropriate behaviors,when the reward and punishment mechanism is stronger,the positive influence of personal norms on the control of inappropriate behaviors is more obvious;the hypothesis that social norms play a regulatory role in personal norms and the control of inappropriate behaviors did not get support.According to the conclusions of the study,to solve the problem of inappropriate behaviors related to sharing bikes,sharing bike enterprises and governments should strengthen users' awareness of consequence of inappropriate behaviors on shared bicycles and guide the users' ascription of responsibility and cultivate user's sense of obligation,responsibility and self-efficiency,and promote the development of personal norms,while giving play to the regulatory role of reward and punishment mechanisms,and propose control and management strategies for inappropriate behaviors related to sharing bikes combining with the actual situation.This study enriches the Norm Activation Model(NAM)theory,provides guidance for the empirical study on sharing economy in the aspect of inappropriate behaviors and provides effective policy guidance for sharing bike enterprises and governments.