【摘要】：共享經(jīng)濟(jì)在近年來發(fā)展迅速,其特點(diǎn)是資源擁有者在互聯(lián)網(wǎng)平臺(tái)上分享閑置資源,而資源需求者以較低的成本獲得該資源的使用權(quán)。雖然共享經(jīng)濟(jì)處于還處于起步階段,但交通領(lǐng)域的共享經(jīng)濟(jì)商業(yè)形態(tài)發(fā)展非常突出,涌現(xiàn)出了共享汽車、共享單車、共享電動(dòng)車等多種商業(yè)形態(tài)。然而,國(guó)內(nèi)外對(duì)共享經(jīng)濟(jì)商業(yè)模式以及共享經(jīng)濟(jì)下用戶的心理和行為模式的研究還較為少見,共享經(jīng)濟(jì)理論的發(fā)展已經(jīng)落后于現(xiàn)實(shí)情況的發(fā)展速度。因此,本文以ofo共享單車為研究對(duì)象,研究用戶的使用意愿和行為模式,有非常重要的理論意義和現(xiàn)實(shí)意義。本文依托于現(xiàn)有的成熟理論,采用驗(yàn)證性的實(shí)證研究方法對(duì)ofo共享單車用戶的使用意愿和行為進(jìn)行研究。首先,對(duì)共享經(jīng)濟(jì)、共享自行車以及理性行為理論和技術(shù)接受模型等相關(guān)理論和研究進(jìn)行了梳理和總結(jié)。其次,在文獻(xiàn)綜述的基礎(chǔ)上,確立了本研究的研究變量,并構(gòu)建了研究模型,還確定了各研究變量對(duì)應(yīng)的測(cè)量指標(biāo)。最后,通過現(xiàn)場(chǎng)問卷調(diào)查和數(shù)據(jù)分析,對(duì)本研究的所有假設(shè)進(jìn)行了檢驗(yàn),得出了一些結(jié)論,并據(jù)此提出了幾條管理建議。本研究利用AMOS和SPSS對(duì)實(shí)地調(diào)查的數(shù)據(jù)進(jìn)行處理和分析,從而對(duì)影響ofo共享單車用戶的使用意愿和行為的因素進(jìn)行了檢驗(yàn)和探討。研究結(jié)果表明,利用用戶對(duì)ofo共享單車的使用意愿能夠很好地預(yù)測(cè)其真實(shí)使用行為,而用戶的使用意愿又受到用戶對(duì)ofo共享單車的態(tài)度的作用。用戶對(duì)ofo共享單車使用便利性的感知會(huì)顯著地正向影響其對(duì)ofo的態(tài)度;用戶對(duì)ofo共享單車環(huán)境保護(hù)的感知會(huì)積極影響用戶對(duì)ofo的態(tài)度但不會(huì)影響用戶的使用意愿。ofo共享單車給用戶帶來的心理享受不僅積極影響用戶對(duì)ofo的態(tài)度,也會(huì)顯著增強(qiáng)用戶對(duì)ofo共享單車的使用意愿;此外,用戶對(duì)ofo共享單車使用成本的感知對(duì)用戶的使用意愿有顯著的負(fù)面影響;還發(fā)現(xiàn),主觀規(guī)范能夠積極影響用戶對(duì)ofo共享單車的態(tài)度,也能夠積極促進(jìn)用戶對(duì)ofo共享單車的使用意愿。數(shù)據(jù)分析結(jié)果還表明態(tài)度對(duì)心理享受和使用意愿之間的關(guān)系有部分中介作用;但態(tài)度對(duì)主觀規(guī)范和使用意愿之間的關(guān)系有完全中介作用。
[Abstract]:The sharing economy has developed rapidly in recent years. Its characteristic is that resource owners share idle resources on the Internet platform, while resource demanders obtain the right to use the resources at a lower cost. Although the sharing economy is still in its infancy, the commercial form of the shared economy in the field of transportation is very prominent, and many kinds of commercial forms, such as shared car, shared bicycle, shared electric vehicle and so on, have emerged. However, domestic and foreign researches on the business model of sharing economy and the psychological and behavioral patterns of users in sharing economy are relatively rare, and the development of the theory of sharing economy has lagged behind the speed of the development of reality. Therefore, it is of great theoretical and practical significance to study the user's willingness to use and the behavior pattern of ofo shared bicycle in this paper. Based on the existing mature theory, this paper studies the willingness and behavior of ofo sharing cyclists by means of confirmatory empirical research. Firstly, the theories and research of sharing economy, sharing bicycle, rational behavior theory and technology acceptance model are summarized. Secondly, on the basis of literature review, the research variables of this study are established, and the research model is constructed, and the corresponding measurement indexes of each research variable are also determined. Finally, through the field questionnaire survey and data analysis, all the hypotheses of this study are tested, some conclusions are drawn, and some management suggestions are put forward. In this study, AMOS and SPSS were used to process and analyze the data of field investigation, so as to test and discuss the factors influencing the users' desire and behavior of ofo sharing bicycles. The results show that using users' willingness to use ofo shared bikes can well predict their real use behavior, and the user's willingness to use them is influenced by the user's attitude towards ofo shared bikes. Users' perception of the convenience of ofo sharing bikes significantly positively affects their attitude towards ofo; The perception of ofo sharing bicycle environment protection will positively affect the user's attitude towards ofo, but will not affect the user's willingness to use it. The psychological enjoyment brought by ofo sharing bicycle will not only positively affect the user's attitude towards ofo. It will also significantly increase users' willingness to use ofo shared bikes; In addition, the perception of ofo sharing bicycle usage cost has a significant negative impact on the user's willingness to use. It is also found that subjective norms can positively affect the attitude of users towards ofo shared bikes, and can also actively promote the users' willingness to use ofo shared bikes. The results of data analysis also show that attitude plays a part role in mediating the relationship between psychological enjoyment and willingness to use, but attitude plays a complete role in mediating the relationship between subjective norms and willingness to use.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F572;F713.55

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本文編號(hào)：2302361