Research On The Influence Of The Perceived Risk To Usage Intention Of Shared Bicycle

Under sharing economy,the sharing of resources has created more wealth.Especially in terms of shared transportation,shared bicycles called Shared Bicycle as a example which have been favored by consumers and are the best choice for users to travel in short distances.However,with the rapid development of Shared Bicycle,sharing economy problems appear,causing users to perceive risk,generating concerns about the trust of Shared Bicycle,and then threatening the usage intention,which challenge the development of Shared Bicycle.Reducing the impact of perceived risk on the willingness of Shared Bicycle to use,enhancing the users' trust,and increasing consumers' usage intention are the pressing needs of the Shared Bicycle and even the shared bicycle industry.The study takes the Bicycle as the research object,and analyzes the impact of the user's perceived risk when riding the Shared Bicycle on the intention of using the Shared Bicycle.Based on this,the user's trust variable of the Shared Bicycle is built.Investigate the role of trust in the Shared Bicycle users.By combing shared economy theory,perceived risk theory and user trust theory,the research divides perceived risk into five dimensions:perceived financial risk,perceived service risk,perceived physical risk,perceived privacy risk,and perceived social risk.User trust is divided into cognitive Trust and emotional trust are two dimensions.Using SPSS23.0 and AMOS23.0 software,confirmatory factor analysis,structural equation model validation,and Bootstrap methods were used to perform hypothesis testing on 335 valid questionnaires.The results showed that perceived financial risk,perceived service risk,perceived physical risk,Perceived privacy risks and perceived social risks have a significant negative impact on usage intention of Shared Bicycle and trust of users;users' perceptions of and confidence in cognitive trust of Shared Bicycle and affective confidence both positively impact the usage intention,and The positive role of cognitive trust is greater;cognitive and emotional trusts have mediating effects between perceived risk and intention to use,and the mediating effect of cognitive trust is stronger than emotional trust.Finally,combined with the research results,the management inspiration was summarized to improve the use of Shared Bicycle.