可持续交通消费的接受和使用行为研究——基于上海市汽车共享的调查

汽车共享作为中国新兴的可持续交通方式,如何成功的使消费者接受和使用,是研究的关键挑战。本文基于UTAUT2模型,选择上海市居民作为调查对象,发现价格价值对行为意向影响最大,其次为享乐动机、努力期望、绩效期望和便利条件,社群影响对行为意向影响不显著;行为意向和便利条件对使用行为有显著正面影响,便利条件对使用行为影响更大。进而,使用个人特征为调节变量(是否有私家车、网约车经验和婚姻状况)验证对模型路径的影响,绩效期望对行为意向的影响受到是否有车、网约车经验和婚姻状况三个因素的调节,无车、无网约车经验与未婚的受访者调节效应更强;便利条件对行为意向和使用行为的影响同时受到是否有车单个因素的调节,无车者的调节作用更强;价值价格对行为意向的影响受到婚姻状况的调节,未婚者的调节效应更强;行为意向对使用行为的影响受到是否有网约车经验的调节,无网约车经验的调节效应更强。基于汽车共享服务发展初期的市场调查,本文建议汽车共享企业应提前布局服务网络,扩大会员数量,宣传它与私家车相比的成本优势和共享的价值观,获得细分市场。

Acceptance and use behavior of sustainable transport:based on a survey of carsharing in Shanghai

Carsharing is emerging sustainable transport in China, and consumer's acceptance and use behavior are worthy of research.Based on UTAUT2 extended model and a survey in Shanghai, we found that price value had the greatest effect on behavior intention, followed by hedonic motivations, effort expectancy, performance expectancy and facilitating conditions, while social influence had no significant effect on behavior intention.Behavioral intention and facilitating conditions had asignificantly positive effect on use behavior, while the impact of facilitating conditions on use behavior was stronger.Furthermore, individual differences-namely, having a private car or not, experience using tailored taxi service and marital status-were hypothesized to moderate the effects on behavioral intention and use behavior.The effect of performance expectancy on behavioral intention was moderated by whether had a private car, experience and marital status, while moderation effect was stronger within unmarried people who had no private car and no experience using tailored taxi service.The effect of price value on behavioral intention was moderated by marital status, and the unmarried people were impacted stronger.The effect of facilitating conditions on behavioral intention was moderated by whether had a private car, and moderation effect was stronger within people who had no private car.The effect of facilitating conditions on use behavior was moderated by whether had a private car, and moderation effect was stronger within people who had no private car.The effect of behavioral intention on use behavior was moderated by experience, moderation effect was stronger to people without experience.In the end, suggestion was put forward that those carsharing organizations should layout service network in advance, expand the membership, and strengthen publicity of its lower cost comparing with having a private car and the lifestyle of carsharing, to get the niche market.