分析共享單車使用意圖之決定因素及市場區隔

Analyzing the Determinants of Use Intention and Market Segments for Bicycle Sharing

共享單車為生活帶來便利性，也為城市注入永續與健康城市之意象。其廉價、方便及環保的特質，使共享單車快速地於全球所推廣。本研究目的為瞭解共享單車使用意圖之決定因素，以及使用市場區隔方法以協助增進共享單車之使用量。首先，本研究使用結構方程模式且透過「追求新奇性」、「享樂主義」、「實用主義」、「環境意識」、「態度」、「使用者體驗」與「使用意圖」構面，洞悉影響共享單車使用意圖之因素。研究結果顯示「追求新奇性」、「享樂主義」、「實用主義」與「態度」，對於使用意圖有顯著正向影響。「環境意識」與「使用者體驗」對於「使用意圖」無顯著正向影響。接著使用k-means群集分析法，將全體受訪者以上述構面加以分群，分群結果為四群，其分別是「樂於使用共享單車者」、「高度環境意識者」、「高度實用主義者」及「共享單車愛好者」。最後，根據研究結果，提供予業者增進共享單車使用意圖之建議，以及提供予政府提升共享單車之使用量之政策建議。

Bicycle sharing brings great convenience to life, and the idea of bicycle sharing also instills the image of a sustainable and healthy city. Due to the characteristics of bicycle sharing, cheapness, convenience and environmental friendly, bicycle sharing is quickly available worldwide. This study aims to understand the determinants of intention to use bicycle sharing, and its market segments to help in increasing the use of bicycle sharing. Firstly, this study uses the structural equation model with the dimensions of novelty seeking, hedonism, utilitarianism, environmental awareness, attitude, user experience and intention of use to gain insights to the intention to use bicycle sharing. The results show that novelty seeking, hedonism, utilitarianism and attitude have a positive effect on the intention to use bicycle sharing. Environmental awareness and user experience are not significantly positively related to the intention of use. Then, this study also uses the k-means clustering method to group all the subjects of questionnaire survey with the abovementioned dimensions. Four groups of ''willing to use bicycle sharing'', ''high environmental awareness'', ''high utilitarianism'' and ''bicycle sharing lovers'' are clustered in this study. Finally, according to the results, suggestions are provided for the bicycle sharing service provider to enhance the intention to use bicycle sharing, and for the government to increase the volume of use of bicycle sharing.