| Summary: | 碩士 === 真理大學 === 企業管理學系碩士班 === 99 === Public bicycle is considered as one of important programs for the sustainable development under climate change and lack of energy. Public bicycle system includes high technology of Geographic Information System（GIS）and Radio-frequency Identification（RFID）, and now is implemented in some main cities in countries in Europe and Asia, including Paris in France, London in England, and Taipei in Taiwan. How users' values on greening and environmental protection could influence on Technology Acceptance Model（TAM）is the main subject in this study, and then to understand the relative advantages of other modes of transport would or would not affect the model in the path of the different constructs. In the research sample, the size of sample is 500 sampling from the vicinity to the Taipei City Government by convenience sampling method, and 439 copies of effective questionnaires are collected. In this study, with the Analysis of Moment Structures, it is found that the values and relative advantages are playing important roles in Technology Acceptance Model. Firstly, values have huge influences on TAM. Secondly, through the cluster analysis of the degree of relative advantages that public bicycle compares with existing transportation tools; it is found that two clusters have constructional differences in terms of cause and effect relationship.
Our study results show that the usage of public bicycle together with the users’ values is significantly related to the perceived usefulness. The recognition and acceptance of greening and low carbon issues of consumer is the primary key factor for marketing and promotions. For those people who consider motorcycle is more convenient than bicycle, it will not increase their intentions of using bicycle if emphasizing on the easy utilization and operation of the public bicycle system. In this regard, government and industry could improve their promotion strategies on clustering.
|
|---|
