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Factors Influencing the Acceptance and Use of a Bicycle Sharing

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Factors Influencing the Acceptance and Use of a Bicycle Sharing Delft University of Technology Factors influencing the acceptance and use of a bicycle sharing system Applying an extended Unified Theory of Acceptance and Use of Technology (UTAUT) Jahanshahi, Danial; Tabibi, Zahra; van Wee, Bert DOI 10.1016/j.cstp.2020.08.002 Publication date 2020 Document Version Final published version Published in Case Studies on Transport Policy Citation (APA) Jahanshahi, D., Tabibi, Z., & van Wee, B. (2020). Factors influencing the acceptance and use of a bicycle sharing system: Applying an extended Unified Theory of Acceptance and Use of Technology (UTAUT). Case Studies on Transport Policy, 8(4), 1212-1223. https://doi.org/10.1016/j.cstp.2020.08.002 Important note To cite this publication, please use the final published version (if applicable). Please check the document version above. Copyright Other than for strictly personal use, it is not permitted to download, forward or distribute the text or part of it, without the consent of the author(s) and/or copyright holder(s), unless the work is under an open content license such as Creative Commons. Takedown policy Please contact us and provide details if you believe this document breaches copyrights. We will remove access to the work immediately and investigate your claim. This work is downloaded from Delft University of Technology. For technical reasons the number of authors shown on this cover page is limited to a maximum of 10. Green Open Access added to TU Delft Institutional Repository 'You share, we take care!' - Taverne project https://www.openaccess.nl/en/you-share-we-take-care Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public. Case Studies on Transport Policy 8 (2020) 1212–1223 Contents lists available at ScienceDirect Case Studies on Transport Policy journal homepage: www.elsevier.com/locate/cstp Factors influencing the acceptance and use of a bicycle sharing system: Applying an extended Unified Theory of Acceptance and Use of Technology T (UTAUT) ⁎ Danial Jahanshahia, , Zahra Tabibib, Bert van Weec a Department of Civil and Environmental Engineering, Faculty of Engineering, The University of Auckland, Auckland 1010, New Zealand b Department of Clinical Psychology, Faculty of Education and Psychology, Ferdowsi University of Mashhad, PO Box: 1518, Iran c Delft University of Technology, Faculty of Technology, Policy and Management, P.O. Box 5015, 2600 GA Delft, The Netherlands ARTICLE INFO ABSTRACT Keywords: This study explores which factors influence bicycle sharing systems acceptance as a new transportation tech- Bicycle sharing nology by identifying and describing their relationships to intention and usage behaviour. Using the latest UTAUT version of technology acceptance models (UTAUT2), this study examines the effect of Performance Expectancy, Iran Effort Expectancy, Facilitating Conditions, Social Influence, Price Value and Perceived Safety on acceptance and usage Users' acceptance of a newly introduced bicycle sharing system in Mashhad (MBSS), Iran. The mediating effect of intention to use MBSS on the relationship between these constructs and use behaviour was examined. A total of 600 ques- tionnaires were distributed at 128 MBSS stations of which 271 users responded. The result of a regression analysis indicated that intention to use MBSS was predicted by all the studied constructs except for Price Value, while a path analysis showed that through the Behavioural Intention, Facilitating Conditions was the only sig- nificant construct to influence Use Behaviour. Findings did not support age, income, education, and experience as moderating the relationships between the constructs and Behavioural Intention. This study recommends tracking the barriers of acceptance of bicycle sharing system by those population groups who do not use the system or use it less than the others. Moreover, findings of this study suggest improvements to Facilitating Conditions such as integration of public transport and MBSS, relocation of the stations to improve their (equity of) accessibility and, introducing motivational promotion campaigns, improving cycling social status, and improved customer service of staff may make MBSS more interesting for citizens. 1. Introduction of Iran is the nation's second most populated city with over three mil- lion residents (Department of Studies and Planning, 2017). It has an 2 Iran is among the highest in the world in CO2 emissions (Mousavi area of about 351 km and is 1050 m above sea level with an average et al., 2017). National CO2 emissions have been steadily increasing slope of 0.6% (Akhlaghi et al., 2018; Pouresmaeili et al., 2018). The resulting in a raised economic cost of emission (CO2 and air pollutants) number of vehicle trips per day within the city has increased in recent in Iran from almost seven billion USD in 2004, to around ten billion decade from 4,035,560 to 6,576,268 with an increased rate of trips per USD in 2010 (Gharagouzlou et al., 2012). With regards to the sectoral person from 1.62 to two trips per 24 h (Department of Studies and distribution of CO2 emissions, the residential sector comes first, fol- Planning, 2007; Department of Studies and Planning, 2017). Reports on lowed by transport and industry. Recently, the transport sector has the air quality of the city of Mashhad have displayed 36 days of un- played an important role in increasing CO2 emissions in Iran. There has healthy air quality in autumn and winter of 2017. It has also indicated a been a considerable rising trend of reliance on cars coupled with a very rise in the concentration of air pollutants in two peak traffic hours of high rate of private car use which has resulted in congestion in the the day, meaning, early morning (7:00 a.m.) and afternoon (4:00p.m.). Iranian cities such as Tehran, Mashhad, Isfahan, and Tabriz (Soltani Therefore, vehicle activity plays an important role in air quality in et al., 2018). Mashhad. Reducing traffic congestion will greatly contribute to the Mashhad city with a relatively dry climate located in the northeast reduction of air pollution in the city (Pouresmaeili et al., 2018), at least ⁎ Corresponding author. E-mail addresses: [email protected], [email protected] (D. Jahanshahi), [email protected], [email protected] (Z. Tabibi), [email protected] (B. van Wee). https://doi.org/10.1016/j.cstp.2020.08.002 Received 25 November 2019; Received in revised form 23 June 2020; Accepted 1 August 2020 Available online 07 August 2020 2213-624X/ © 2020 World Conference on Transport Research Society. Published by Elsevier Ltd. All rights reserved. D. Jahanshahi, et al. Case Studies on Transport Policy 8 (2020) 1212–1223 on a per kilometre basis. review the literature of knowledge related to technology acceptance In recent years increasing bicycle use is considered as a solution for models and its intersection with the field of transportation, to further traffic issues. Commuting by bicycle can help to make the transport explore how BSSs’ acceptance and usage can be investigated. system more sustainable because demands little energy and other re- sources, and has a range of health, accessibility, environmental and 1.1. The literature of technology acceptance models and its application in socioeconomic advantages (Midgley, 2011; Bernatchez et al., 2015; transportation Karki and Tao, 2016; Morton, 2018). Providing rental bicycles and bi- cycle sharing systems (BSSs) is one of the policies of governments for The public’s acceptance or rejection of ideas, systems and pro- removing the obstacles of cycling in cities and encourage people to ride gramme has important implications on the success of attempts to per- bicycles. suade behaviour modification. Different researchers have spent a long In 2012, the first BSS employing information technology for public time studying theories and models that could anticipate and describe use was launched in the city of Mashhad. This innovative program to these behaviours (Venkatesh et al., 2003). Two of these theories, the tackle the growing traffic congestion and environmental concerns due motivational theory of Reasoned Action (TRA) and its farther developed to air pollutions was the first technological cycling program in Iran. theory of Planned Behaviour (TPB; Fishbein and Ajzen, 1975; Ajzen and Mashhad bicycle sharing system (MBSS) aims to promote the short Fishbein, 1980) have been used in studies regarding acceptance of distance use of bicycles, thus reducing private car use in the city. The different technologies (Liker and Sindi, 1997; Karahanna et al., 1999). MBSS allows members to access a shared fleet of bicycles. As of 2018, According to TRA motivation is regarded as the most proximal de- the system has provided over 2,300 bicycles in 128 operative stations terminant of actual behaviour. Further, motivation is explained by the placed across the city, offering ten hours of service per day for males attitude towards the behaviour and subjective norm. A third theory, above 15 years old. There is no registration fee for membership in the Technology Acceptance Model (TAM) is a modified version of TRA and system, but 2,500,000 IRR1 is received at the beginning of the regis- has become one of the most popular models for explaining the reasons tration process as a deposit in order to guarantee the bicycle return. for technology acceptance (Davis, 1989; Chen and Chao, 2011) in- Using the bicycles is free for the first 30 min, and costs 2000 IRR per cluding transport technologies (Meschtscheriakov et al., 2009; Chen hour for longer trips. MBSS membership is integrated with the Mashhad and Chao, 2011; Hötl and Trommer, 2012; Roberts et al., 2012; Cheng transit smart card that is useable for other public transportation modes and Huang, 2013; Park and Kim, 2014; Larue et al., 2015; Chen, 2016; including bus and Light Rail Transit (LRT). Madigan et al., 2017).
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