The Influence Mechanism Of Consumer Attitude On The Purchase Intention In Shared Bicycle's Consumption

With the continuous development of the sharing economy,a large number of enterprises adopting the sharing economic business model have emerged in the market,and the commercialization practice of shared bicycles is the most prominent of them.Although the current research on the sharing economy is very popular,there are still few studies on the business model,users' psychology and behavior of the sharing economic.Current theoretical research lags behind practical activities.Among the existing research results of the sharing economy,there are only a handful of studies on shared bicycle consumers.Therefore,this article takes the shared bicycle as the object and adopts the method of empirical research to explore the factors affecting consumers'purchase intention and the relationship between them.This research has an effective promotion to the development of sharing economic theory research,and can also guide the management activities of shared bicycle companies,which has great theoretical and practical significance.This research is rooted in the existing mature theory,introducing the concept of functional attitude theory and consumer citizenship behavior to study the influence mechanism of consumers'attitudes on purchase intention in shared bicycle consumption activities.By summarizing and analyzing the existing literature,the research variables of this paper are determined,the corresponding measurement scale is obtained,and the research model is constructed.The consumer data in this paper was collected through questionnaires.Structural equation models are used to empirically study variables and their relationships.This paper verifies the hypothesis based on the results of empirical research,then draws the final conclusion and proposes management recommendations for related companies.This paper uses SPSS and AMOS statistical analysis software to analyze the data collected by the questionnaire.Research indicates:In the shared bicycle consumption activities,the attitude of consumers serving the value-expressive function positively affects the purchase intention under the complete mediating effect of consumer citizenship behavior.The attitude of serving the social-identity function positively affects the purchase intention under the partial mediating effect of consumer citizenship behavior.The attitude of serving the ego-defensive function negatively affects the purchase intention without the mediating effect of consumer citizenship behavior.According to the above research results,this paper believes that enterprises should pay attention to non-market logic behaviors in shared bicycle consumption activities,improve their sense of social responsibility,create an atmosphere conducive to consumer citizenship behavior,and strengthen cooperation with government departments.So that they can institutionalize the supervision and management of shared bicycle consumption activities while improving the quality of consumer groups and regulating consumer behavior.