论文总字数：25163字

摘 要

近几年互联网科技的高速发展和对保护环境的强烈要求，共享单车正在进入人们的视野。共享单车方便、环保、价格便宜且适合短距离出行，是人们短距离出行重要方式，可以与公交车、出租车一同成为人们日常出行的必备工具。但随着共享单车的发展，一系列问题随之而来，共享单车乱停乱放，甚至出现了偷盗问题，部分单车企业已经倒闭，导致用户无法退回押金，最终损害了用户自身的利益。因此用户是否会使用共享单车，是当前值得研究的问题。本文的目的是探讨共享单车用户使用意愿的影响因素，以信息系统持续使用的期望确认理论、社会认知理论为基础，结合研究对象共享单车自身的特点，将感知有用性、满意度、用户信任、用户承诺、感知激励、习惯、外部环境等因素纳入模型中，研究各因素对用户使用意愿的影响效果。本研究通过线上线下两种方式开展问卷调查，共收集到有效样本数据 280 个，并主要使用 SPSS20.0 与AMOS21.0 软件对所得到的数据进行描述性统计分析、相关分析、回归分析，以验证本研究所提出的理论模型。通过实证研究发现，习惯、感知有用性、外部环境、用户承诺、满意度对共享单车用户持续使用意愿有显著的正向影响，而用户信任、感知激励对用户持续使用意愿的影响不显著。从各因素的影响效果来看，习惯是最主要的影响因素，然后是感知有用性和外部环境，最后依次是用户承诺、满意度。根据研究结果以及共享单车行业的实际情况，本文分别从培养用户习惯、重视用户感知有用性、提升外部环境、遵守用户承诺、提高用户满意度等方面对共享单车的发展提出办法及建议，并总结了本文的研究局限性和未来展望。

关键词：共享单车; 持续使用意愿; 影响因素

Factors affecting consumers' choice of using shared bicycles

Abstract

In recent years, the rapid development of Internet technology and the strong demand for environmental protection, sharing bicycles are entering people's field of vision. Sharing bicycles is convenient, environmentally friendly, cheap and suitable for short-distance travel. It is an important way for people to travel in short distances. It can be used as an indispensable tool for daily travel with buses and taxis. However, with the development of shared bicycles, a series of problems have followed, sharing bicycles have been stopped and lit up, and even theft problems have occurred. Some bicycle companies have closed down, resulting in users not being able to return the deposit, which ultimately harms the users themselves. Therefore, whether users will use shared bicycles is a problem worth studying at present. The purpose of this paper is to explore the influencing factors of the willingness to share bicycle users. Based on the expectation confirmation theory and social cognition theory of information system continuous use, combined with the characteristics of the research object sharing bicycle, it will be perceived usefulness, satisfaction, user trust. Factors such as user commitment, perceived incentives, habits, and external environment are included in the model to study the effect of various factors on the user's willingness to use. This study conducted a questionnaire survey through online and offline methods. A total of 280 valid sample data were collected, and SPSS20.0 and AMOS21.0 software were used to perform descriptive statistical analysis, correlation analysis and regression analysis on the obtained data. To verify the theoretical model proposed in this study. Through empirical research, it is found that habit, perceived usefulness, external environment, user commitment, and satisfaction have a significant positive impact on the willingness of shared bicycle users to continue to use, while the impact of user trust and perceived incentives on users' willingness to continue to use is not significant. Judging from the effect of various factors, habit is the most important factor, then the perceived usefulness and external environment, and finally the user commitment and satisfaction. According to the research results and the actual situation of the shared bicycle industry, this paper proposes ways and suggestions for the development of shared bicycles from the aspects of cultivating user habits, paying attention to user perceived usefulness, improving external environment, complying with user commitment, and improving user satisfaction. The research limitations and future prospects of this paper.

Keywords: Shared bicycle; Willingness to continue to use; Influencing factors

• • 1. 目 录

摘 要 I

第一章 绪 论 1

1.1 研究背景 1

1.2 研究意义 2

1.3 研究内容 2

1.4 研究方法 1

1.5 论文框架 1

第二章 共享单车研究及相关理论基础 2

2.1 共享单车的系统优化研究 2

2.2 影响用户选择使用共享单车的理论基础 4

第三章 影响用户选择使用共享单车的因素模型构建 5

3.1 访谈调查 5

3.2 研究假设 6

3.3 模型构建 7

第四章 问卷设计与数据收集 8

4.1 问卷设计 8

4.2 问卷数据收集 9

第五章 数据分析与假设验证 10

5.1 描述性统计分析 10

5.2 相关分析 13

5.3 回归分析 13

5.4 模型修正 17

结论与建议 19

培养用户骑行习惯 19

注重用户感知有用性 19

持续优化外部环境 19

加强信守用户承诺 20

提升用户满意度 20

展望与不足 21

致 谢 22

参考文献（References） 23

附录 1 访谈提纲 25

附录 2 正式问卷 26

第一章 绪 论

1.1 研究背景

“共享经济”一词最早出现在1978年的论文《共同结构与合作消费:活动规律探讨》中，主要指拥有闲置资源的个人或机构及其拥有的资源的转移。其他人使用它使资源的所有者能够生成回报，用户可以以较低的成本使用空闲资源来创造价值^[1]。

Botsman和Rogers从个人行为的角度认为，共享经济的具体模式包括共享形式，如租赁、易物、借贷、馈赠、交换和合作组织^[2]。基于租赁的产品或服务是一种共享经济。分时租赁，顾名思义，是以小时或分钟为单位完成短期租赁的一种模式^[3]。

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