The Study Of Influence Factors On The College Students' Continuance Intention Of Bike-sharing

Currently,many sharing bicycle enterprises in the market have been forced to withdraw from the market in the fierce market competition environment.On the one hand,small or underdeveloped enterprises are eliminated due to the lack of effective management in the shared bicycle market.On the other hand,brands with higher sense of experience and satisfaction will gradually occupy the consumer market because of the choice of brand by customers in the process of using.Therefore,in order to maintain the sustainability of users in the process of development of shared bicycle enterprises,the enterprises should not only focus on improving the capabilities of financing,technology,risk management,but also,more importantly,maintain the market demand and satisfaction of consumers.In addition to meeting the basic travel needs of users,the sharing bicycle enterprises also need to make users feel the advantages of convenience,safety,ease of use and cost saving.Therefore,discussing the factors influencing users' willingness to continue using shared bicycles is of great practical significance for enterprises to formulate market strategies.It is not only conducive to enterprises to grasp and meet users' needs,but also to improve users' loyalty,and to seek benefits for social welfare.However,there is still a lack of research on the influencing factors of shared bicycle use intention in academic circles.First of all,the current research on bicycle sharing is still focused on theoretical elaboration: market development analysis,management strategy,model analysis,etc.,and related the research of empirical is still rare.Secondly,most studies pay more attention to the satisfaction index of shared bicycle and ignore the sustainable development of shared bicycle industry.Finally,these studies are based on the perspective of the external or social environmental impact of the enterprise to explore the users' continuous behavior,and the research on the users' subjective consciousness is also rare.The willingness of users to continue using shared bicycles is one of the key factors determining sustainable development.Based on technology acceptance model(TAM),Expectation Confirmation Theory Model(ECM),perceived risk theory and perceived value theory,the study constructed and explored the conceptual model of shared bicycle users' willingness to continue using and influencing factors.A total of 540 valid data were collected through a questionnaire survey.After analyzing and testing the data and conceptual models with structural equation model,it was found that perceived usefulness,perceived ease of use,perceived preferences and satisfaction of shared bicycle users have a significant direct impact on their willingness to continue using.Expectation validation indirectly affects users' willingness to continue using through satisfaction,while perceived risk has no direct impact on users' willingness to continue using.This study provides suggestions for sharing bicycle enterprises to maintain market demand and reduce the risk of blind investment.At the same time,this study will improve the research on the sustainable use of shared bicycles,help to achieve the sustainable development of shared bicycles,and provide suggestions for the sustainable development of shared economy in other areas.