共享单车驶向何方?——一项消费者视角的研究  

Where Is Bike Sharing Going?

作　　者：孔庆民[1] 孙亚东 KONG Qing-min;SUN Ya-dong(Guangxi University,Nanning 530004, China)

机构地区：[1]广西大学商学院,南宁530004

出　　处：《山东工商学院学报》2021年第5期107-124,共18页Journal of Shandong Technology and Business University

基　　金：广西社科基金一般项目“壮族消费文化研究(1978-2018)”(18BGL006);广西自然科学基金项目“广西科技金融风险投资管理理论与方法研究”(2018GXNSFBA050012);国家自然科学基金项目“在线品牌社区顾客价值共创行为的前因及结果效应”(71702002)。

摘　　要：从共享单车盈利的来源——消费者的视角开展研究,力图找到消费者心目中共享单车应有的模样,从这一角度解析各共享单车企业倒闭的原因。首先通过心理学实验发现共享单车所面临的问题是社会公共问题。然后通过实证研究发现,共享单车企业倒闭破产、被消费者抛弃的的根本原因是消费者仅仅将共享单车作为企业提供的工具而非公共设施。共享单车企业要承担企业社会责任,培育消费者进行社会价值共创,共享单车才能走出盈利困境、驶向未来。From the perspective of consumers,the source of profits of bike sharing,this paper tries to find out what bike sharing should look like in the eyes of consumers,and analyze the reasons for the bankruptcy of bike sharing enterprises from this perspective.First,through psychological experiments,it is found that the problem of bike sharing is a social public problem.Then through the empirical study H10,it is found that the root cause of the bankruptcy of bike sharing enterprises and the abandonment of consumers is that consumers only use bike sharing as a tool provided by enterprises rather than a public facility.Bike sharing enterprises should bear the corporate social responsibility,cultivate consumers and create social value together.Only in this way can bike sharing enterprises get out of the profit dilemma and drive to the future.

关 键 词：共享单车 共享经济 消费者视角 消费者行为意愿 

分 类 号：F71[经济管理—产业经济]