Author: Bing Zhu

Research Article

Year: 2021, Volume 21 Number 2

Pages: 143 – 159

Abstract

 This study aims to reveal the influences of personal value priorities on consumers’ environmental attitude and their intention to adopt fourth-generation shared bikes (DBSS) in Southern China based on the value-attitude-behavior model. Also, how environmental attitude mediates the relationship between predictors and consumer intention to adopt DBSS is tested. Three hundred sixty-three self-administrated questionnaires were collected in Nanning City in China. Quota sampling, judgmental sampling, and convenient sampling techniques were applied for data collection. In terms of data analysis, the partial least square structural equation model (PLS-SEM) approach based on Smart PLS 3 was employed to evaluate the structural equation model and mediation effect. The results reveal that openness-to-change plays the most important role in affecting consumer environmental attitude, which significantly influences consumers’ intention to adopt a dockless bike- sharing scheme. Also, the mediation effect of environmental attitude is confirmed. Thus, it is recommended that certain programs be organized to boost the usage of DBSS and create a good public reputation for the users and companies, and creating an inclusive environment at the firm level is necessary to facilitate the user community. 

Keywords: Personal Values, Environmental Attitude, Bike Sharing Scheme, Intention to adopt, PLS-SEM 

摘要

在基于价值-态度-行为模型上,本文研究个人价值对消费者环境态度以及使用第四代共享单车意图的影响,还检验了环境态度在预测因素与消费者使用第四代共享单车的意愿之间的 中介效应。本研究采用配额采样、判断采样和便捷采样三种研究方法在中国南宁市收集了363份问卷,并且使用偏最小二乘结构方程模型(PLS-SEM)方法去评估结构方程模型和中介效果。研究结果表明,开放性变化在影响消费者的环境态度中起着最重要的作用,同时极大地影响了消费者采用无桩共享单车的意图。此外,环境态度的中介效应也被证实。因此,本文建议在公司层面上创建一个包容性环境以促进用户社区的发展,组织特定项目以提高无桩共享单车的使用率,从而在用户和公司中建立良好的公众声誉。

关键词:个人价值观;环境态度;自行车共享计划;使用意愿;偏最小二乘结构方程模型(PLS-SEM)