Research On The Impact Of Car-sharing On Car-buying Decisions Of Young Car-free People

In recent years,with the rapid development of Internet and sharing economy,the carsharing has been rapidly promoted and used in Chinese cities.Car-sharing has been popular in European and American countries for a long time,and are very popular with travelers.As a green economic travel mode,it can restrain the purchase demand of private cars to a certain extent.The main audience of car-sharing is the young potential car buyers.The purchase decision of young potential car buyers will affect the urban car ownership.It will be of great significance to guide the purchase decisions of potential car buyers and promote the development of car-sharing to further study whether shared cars,which are still in the initial stage of development in China,can postpone or give up the purchase of private cars.16~35-year-old young potential car buyers who had used car-sharing were taken as the research object in this paper.On the basis of the theory of planned behavior,we introduced the latent variables such as use experience of car-sharing,perceived responsibility and tool cognition of young potential car buyers to systematically analyze the influencing factors of purchase decisions,proposed relevant hypotheses and questionnaires,and obtained 497 valid samples after formal investigation.The traditional logit model was used to analyze the influence of personal attributes and travel attributes on purchase decisions.Then the structural equation model fitness test and model modification were used to obtain the effect of each potential variable on purchase decisions of young potential car buyers.Then the multiple-Group Analysis was used to further explore the perception difference of each potential variable among sub groups with different personal attributes.Finally,the SEM-Logit model was used to study the influence mechanism of car-sharing on the purchase decision of young potential car buyers.Based on the above research work,the main conclusions are as follows:(1)Through statistical analysis,it was found that the number of men using car-sharing was more,and the age group of young potential car buyers who had used car-sharing had the highest proportion in 21-25 years old,followed by 26-30 years old.Most of the subjects had higher education background.The influence of car-sharing on the purchase decisions of young potential car buyers,i.e.keep purchasing,postpone purchasing and give up purchasing,was 56.79%,25.93% and 17.28% respectively.(2)The accuracy of traditional logit model without considering latent variables was acceptable.Gender,income,whether parents had a car or not had a significant impact on the purchase decision of postponing purchasing;gender,age,marital status,education background had a significant impact on the purchase decision of giving up purchasing.(3)We used structural equation model to analyze the influence of various potential variables on the purchase decision of young potential car buyers.The fitness of the model was good,13 hypotheses had been verified,and the structural equation model was statistically acceptable.The total effect of each latent variable on the purchase decision of young potential car buyers was from big to small,which was in turn: attitude towards car purchase,car-sharing use experience,tool cognition,perceived responsibility,subjective norms,car-sharing perceived ease of use.(4)From the perspective of personal attributes(occupation,gender,age,education background and income),we studied the influence of various potential variables on car purchase decisions under different categories.We found that there are differences in the structural model coefficients of car purchase decisions among young potential car buyers with different occupations,genders,ages,education background and income.Through the analysis of multi group structural equation model,it was found that the latent variables had more extensive influence on the car purchase decisions of school students,men,26~30-year-old group,with low education background and high income.(5)We used the traditional logit model and SEM logit to analyze the influence of various explanatory variables on young potential car buyers' purchase decision,and found that SEMLogit model had better fitting validity.