共享单车用户持续使用意愿研究——基于TAM理论的拓展模型

doi:10.15936/j.cnki.1008-3758.2019.06.003

东北大学学报（社会科学版） ›› 2019, Vol. 21 ›› Issue (6): 567-574.DOI: 10.15936/j.cnki.1008-3758.2019.06.003

共享单车用户持续使用意愿研究——基于TAM理论的拓展模型

盛光华，岳蓓蓓，龚思羽

(吉林大学商学院，吉林长春130012)

收稿日期:2019-05-20 修回日期:2019-05-20 出版日期:2019-11-25 发布日期:2019-11-26
通讯作者: 盛光华
作者简介:盛光华(1962-)，女，吉林长春人，吉林大学教授，博士生导师，主要从事绿色消费研究;岳蓓蓓(1992-)，女，山东潍坊人，吉林大学博士研究生，主要从事绿色消费研究;龚思羽(1993-)，女，吉林长春人，吉林大学博士研究生，主要从事绿色消费研究。
基金资助:
国家社会科学基金资助项目(18BGL215);吉林省社会科学基金资助项目(2019B50);吉林大学研究生创新基金资助项目(101832018C124)。

A Research on Consumers' Willingness to Use Shared Bicycles Continuously——Based on the Extended Model of TAM Theory

SHENG Guang-hua， YUE Bei-bei， GONG Si-yu

(School of Business， Jilin University， Changchun 130012， China)

Received:2019-05-20 Revised:2019-05-20 Online:2019-11-25 Published:2019-11-26
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摘要/Abstract

摘要： 共享经济催生的共享单车在快速发展过程中出现的诸多问题，对共享单车的可持续发展提出了严峻的挑战。基于用户体验与创新扩散的双重视角，将消费者创新性、感知娱乐性与同辈影响纳入技术接受模型(TAM)，构建共享单车用户持续使用意愿的研究模型。实证结果表明，消费者创新性正向影响用户对共享单车的感知易用性、感知有用性与使用态度，且感知易用性和感知有用性在消费者创新性与使用态度之间起多重中介作用;同辈影响正向影响用户对共享单车的使用态度;感知娱乐性正向影响用户对共享单车的使用意愿。

关键词: 消费者创新性, 同辈影响, 感知娱乐性, 技术接受模型

Abstract: Many issues arise in the rapid development of shared bicycles caused by the sharing economy， which poses a severe challenge to the sustainable development of bicycle sharing. Based on the dual perspectives of user experience and technological innovation， this study incorporates consumer innovation， perceived enjoyment and peer influence into technology acceptance model (TAM)， and constructs a model for the research on consumers' willingness to use shared bicycles continuously. The empirical results show that consumer innovation has positive impacts on perceived ease of use， perceived usefulness and attitude towards using shared bicycles. Perceived ease of use and perceived usefulness play multiple mediation roles in the impact of consumer innovation on attitude towards using shared bicycles. Peer influence has a positive impact on consumers' attitude towards using shared bicycles. Perceived enjoyment has a positive impact on consumers' willingness to use shared bicycles.

Key words: consumer innovation, peer influence, perceived enjoyment, technology acceptance model(TAM)

中图分类号:

F572

盛光华，岳蓓蓓，龚思羽. 共享单车用户持续使用意愿研究——基于TAM理论的拓展模型[J]. 东北大学学报（社会科学版）, 2019, 21(6): 567-574.

SHENG Guang-hua， YUE Bei-bei， GONG Si-yu. A Research on Consumers' Willingness to Use Shared Bicycles Continuously——Based on the Extended Model of TAM Theory[J]. Journal of Northeastern University(Social Science), 2019, 21(6): 567-574.

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共享单车用户持续使用意愿研究——基于TAM理论的拓展模型

A Research on Consumers' Willingness to Use Shared Bicycles Continuously——Based on the Extended Model of TAM Theory

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