Open AccessStudy on the Influencing Factors and Consumer Behaviors of Bicycle Sharing in Beijing
Author(s) -
Wang Lijuan,
Songbai Liu
Publication year - 2019
Publication title -
international journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 1918-7203
pISSN - 1918-719X
DOI - 10.5539/ijms.v11n1p40
Subject(s) - beijing , affect (linguistics) , business , marketing , sample (material) , population , consumer market , consumer behaviour , advertising , psychology , geography , environmental health , medicine , chemistry , communication , archaeology , chromatography , china
This paper aims to explore the factors that affect consumer behavior in Beijing bicycle sharing. According to the questionnaire survey, perceived usefulness and perceived ease of use have positive impacts on consumer intentions. However, owing to the relatively high income of the sample population, the economic cost is also positively related to the intentions of consumers, and consumers’ intentions are negatively related to actual behavior. This study provides a new contribution to the literature and a business opportunity. This study also provides a reference for market segmentation and the target population of the sharing economy.