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Study on the Influencing Factors and Consumer Behaviors of Bicycle Sharing in Beijing

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  • Lijuan Wang
  • Songbai Liu

Abstract

This paper aims to explore the factors that affect consumer behavior in Beijing bicycle sharing. According to the questionnaire survey, perceived usefulness and perceived ease of use have positive impacts on consumer intentions. However, owing to the relatively high income of the sample population, the economic cost is also positively related to the intentions of consumers, and consumers’ intentions are negatively related to actual behavior. This study provides a new contribution to the literature and a business opportunity. This study also provides a reference for market segmentation and the target population of the sharing economy.

Suggested Citation

  • Lijuan Wang & Songbai Liu, 2020. "Study on the Influencing Factors and Consumer Behaviors of Bicycle Sharing in Beijing," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(1), pages 1-40, March.
    • Handle: RePEc:ibn:ijmsjn:v:11:y:2020:i:1:p:40
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    References listed on IDEAS

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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