Empirical Study on Bikesharing Brand Selection in China in the Post-Sharing Era

Abstract

With the rapid popularization of mobile Internet technology and smart terminal equipment in recent years, the volume and usage of dockless bikesharing (hereafter referred to as bikesharing), which is green, environmentally friendly and convenient, have grown rapidly, making it one of the China’s “new four major inventions.” The development of the bikesharing in China consists of a pre-sharing era and a post-sharing era. In the pre-sharing era, capital-driven vicious market competition and lack of precise control have led to the abuse of urban space. Since the post-sharing era, the industry structure has returned to rationality, and many participants have been forced out of the market. The bikesharing has formed an oligopoly market consisting of head players such as Hellobike, Mobike, and Ofo. Therefore, how to improve the level of refined operations, promote sustainable development, improve cyclist satisfaction, and contribute to China’s strength in transportation have become urgent problems for bikesharing companies and traffic management departments. From the perspective of the cyclist experience, the brand choice of the bikesharing is taken as the research object. An online revealed preference survey is used to collect data on cyclists’ socio-economic attributes and subjective evaluations on the bikesharing. The conditional Logit model is used to explore the important factors that influence cyclists on the choice of bikesharing brands. Research results include: (1) age, occupation type, after-tax monthly income of the faculty group, riding comfort, rent, picking up/returning convenience, word of mouth, and volume have a significant impact on cyclists’ bikesharing brand choices; (2) gender, educational background, monthly living expenses of the student group, appearance, deposit, deposit returning speed, rate of broken bikes, ease of use of software, and rent discount have no significant impact on cyclists’ bikesharing brand choices. The research results are of great significance for improving the service quality of bikesharing companies and promoting the healthy development of the shared economy in China. Based on the results of the study, policy recommendations are made on the improvement for riding comfort, human-centered design, and word of mouth, and the construction of shared facilities.

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