管理评论 ›› 2021, Vol. 33 ›› Issue (1): 177-187.

• 电子商务与信息管理 • 上一篇    

共享单车扩散过程中规范使用行为研究

马源鸿1, 曹云忠2, 张婧1, 李良强1   

  1. 1. 四川农业大学商学院, 都江堰 611830;
    2. 四川农业大学建筑与城乡规划学院, 都江堰 611830
  • 收稿日期:2017-11-10 发布日期:2021-02-03
  • 通讯作者: 曹云忠(通讯作者),四川农业大学建筑与城乡规划学院教授,硕士生导师,博士
  • 作者简介:马源鸿,四川农业大学商学院硕士研究生;张婧,四川农业大学商学院硕士研究生;李良强,四川农业大学商学院讲师,博士。
  • 基金资助:
    四川省科技厅软科学项目(2016ZR0048);四川民族山地经济发展研究中心项目(SDJJ1607)。

A Research on How to Ensure Normative Use of an Increasing Number of Shared Bicycles

Ma Yuanhong1, Cao Yunzhong2, Zhang Jing1, Li Liangqiang1   

  1. 1. Business School, Sichuan Agricultural University, Chengdu 611830;
    2. College of Architecture and Urban-Rural Planning, Sichuan Agricultural University, Chengdu 611830
  • Received:2017-11-10 Published:2021-02-03

摘要: 为探索共享单车的扩散机理及其不规范使用行为的理论根源,本文基于社会学习理论、创新扩散理论与现实情况,研究了共享单车扩散中规范使用行为的心理过程,提出主观规范、社会榜样、社会规范和对异常的宽容四个因素对共享单车的规范使用行为存在直接或间接的影响。通过对模型的直接效应、调节效应及三重交互效应的检验,最后得出:主观规范和社会榜样是共享单车行为规范的重要影响因素,政府主导的社会规范和企业主导的对异常的宽容对共享单车的使用行为规范作用有限,而社会榜样在共享单车的规范行为中发挥着重要的传递与示范作用,最后还讨论了研究的理论贡献,并对管理者有效干预共享单车使用行为的措施提出了具体建议。

关键词: 共享单车, 主观规范, 社会榜样, 规范使用行为

Abstract: In order to explore the spreading mechanism of shared bicycles and the theoretical root reason why shared bicycles are not used as they are supposed to, this paper, based on both theory and reality, studies the psychological process underlying the normative use of an increasing number of shared bicycles. We propose four factors:subjective norms, social models, social norms and tolerance to anomalies, which have direct or indirect effects on the normative behavior of shared bicycles. Through the test of the direct effect, the moderating effect and the test of triple interaction effect, the conclusion is drawn as follows:subjective norms and social models are important influencing factors of normative behaviors of shared bicycles; the role of government-led social norms and company-led tolerance to anomalies in shared bicycles is limited; and social models play an important transfer and model role in the normative behavior of shared bicycles. Finally, we discuss the theoretical contribution of the study, and put forward a few specific recommendations for managers to take effective intervention measures.

Key words: shared bicycles, subjective norms, social models, behavior of normative use