Investigating users’ intention to re-use shared electric scooters through a combined behavioral model

Analyzing the factors influencing users' intention to re-use Shared Electric Scooters (SES) is essential for future adoption and development. To identify the factors influencing the re-use intention of SES users, this study proposes a Combined Behavioral Model integrating multiple theories with nine latent variables: perceived usefulness, perceived ease of use, subjective norm, perceived behavioral control, hedonic motivation, price value, habit, brand attitude, and re-use intention, effectively capturing SES usage characteristics. In particular, the latent variable of brand attitude is introduced into the conceptual framework to account for market competition among multiple service providers coexisting within the same city. We examined the direct effects of each latent variable on re-use intention and the mediation effects between latent variables to gain a deeper understanding of users' behavioral processes. Conducted as an empirical study in the SES market in Taiwan, this research used an online questionnaire survey; 411 valid samples were collected. A partial least squares structural equation modeling (PLS-SEM) analysis uncovered significant positive direct effects and mediation effects of brand attitude, as well as perceived usefulness, on re-use intention. The managerial implications and insights gleaned from these findings offer valuable guidance for government agencies as they strategize for development and SES service providers as they formulate effective marketing strategies.