扩展计划行为理论框架下共享单车规范停放行为意向的影响因素分析  

Research on influencing factors influencing bicycle-sharing users' orderly parking intention-based on extended Theory of Planned Behavior

作　　者：杨留花 诸大建[1] YANG Liu-hua;ZHU Da-jian(School of Economy and Management,Tongji University,Shanghai 200092,China)

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《中国人口·资源与环境》2018年第4期125-133,共9页China Population,Resources and Environment

基　　金：国家自然科学基金面上项目"基于稳态经济理论的低碳竞争力研究"(批准号:71173157);国家社会科学基金项目"中国低碳发展的评价指标研究"(批准号:11AZD102)

摘　　要：得益于移动支付、GPS卫星定位等互联网技术的发展,共享单车的出现为缓解交通拥堵,破解"城市最后一公里"难题提供了最有效的解决方式,但其快速发展也暴露出严重的无序停放问题,给城市管理带来了极大的压力。如何从根本上调动用户的积极性,形成良性自愿合作机制,对城市和社会的可持续发展具有重要的意义。本文从社会心理学入手,在计划行为理论的基础上,引入后果感知和制度感知这两个预测变量,建构了用户规范停放共享单车合作意向的研究框架,研究用户行为态度、主观规范、知觉行为控制、后果感知和制度感知对其合作意向的影响。实证研究发现:(1)知觉行为控制、后果感知、行为态度、制度感知和主观规范均能正向影响行为意向,但是其作用力依次减弱。(2)除主观规范以外,其他预测变量均能显著影响行为意向。(3)后果感知和制度感知不仅会直接促进行为意向,而且会通过行为态度间接影响行为意向,且中介效应显著。基于以上研究结果,本文探讨了其背后的原因,并针对性的提出了促进用户合作意向的建议。尽管本研究从个体视角来研究合作意向,但是个体的决策很大程度上受到决策环境的影响,要从根本上调动用户的合作意愿,需要个体、企业、政府和社会的合作。本文的研究结论可以为城市共享单车有序管理提供基础的理论支撑。Free floating bicycles,invented with the development of mobile payment and GPS,are considered as the most effective way to moderate traffic congestion and solve‘the last kilometer’problem.However,it brings severe disorderly parking problems due to the fast growth of bicycle-sharing,which exerts great pressure on urban management.Therefore,how to motivate users’willingness to park bicycles orderly and form a benign voluntary cooperation mechanism is significantly important for the sustainable development of cities and society.In order to solve this problem,extended Theory of Planned Behavior(TPB)framework is constructed with the introduction of perceived institutions and perceived consequences from the perspective of social psychology.The influences of the factors,such as user’s behavioral attitude,subjective norms,perceived behavioral control,perceived consequences and perceived institutions,on behavioral intentions are analyzed.The results suggested that:①perceived behavioral control,perceived consequences,behavioral attitude,perceived institutions and subjective norms could affect behavioral intention positively,but its force abated successively;②all the factors could affect behavioral intention significantly,except subjective norms:③perceived consequences and perceived institutions could affect behavioral intention directly and indirectly,and the indirect effects are statistically significant.Based on the above results,the possible reasons and addressed several suggestions are discussed.Although this research is conducted from the perspective of individuals,users’decisions are largely affected by external environment.In order to fundamentally mobilize users’willingness to cooperate,government,individuals,enterprises and the whole society should work together to achieve this.The conclusion of this study can provide the basic theoretical support for the management of urban bike-sharing.

关 键 词：共享单车 计划行为理论 规范停放意向 后果感知 制度感知 

分 类 号：F572[经济管理—产业经济]