Examining the Influence of Moral Norms on Dockless Shared Bicycle Users’ Parking Behavior—An Exploratory Study Based on the Theory of Planned Behavior

Abstract

The disorderly parking of dockless shared bicycles (DBS) has brought about great challenges to the use and management of shared bicycles. Although previous research related to the DBS industry has covered many patterns, the psychological mechanisms underlying users’ behavior remain unclear. This study proposed an extended TPB model and recruited 334 participants from diverse professions and geographic locations in China to examine the influence of internal and external factors on users’ orderly parking behavior. It was shown that personal moral norms have a significant direct influence on users’ attitudes toward orderly parking and thus influence the behavioral intention of orderly parking. Users’ perception of parking facilities has significant influence on users’ perceived behavior control and intention of orderly parking. This study indicates that cultivation of users’ moral obligation can help improve users’ intention of orderly parking. Furthermore, governments and DBS companies should work together to provide sufficient parking facilities to DBS users.