Exploring the Factors Affecting Shared Biking Perception: Insights from Turkey

Abstract

Understanding consumer perception regarding shared biking services requires the analysis of psychological factors underlying the late diffusion of shared biking services. This approach alone has the potential to develop new business strategies that better respond to users’ needs and facilitate the spread of these mobility systems. By analyzing the factors influencing consumer perception of shared biking services, survey data from 330 respondents from Turkey were used. A structural equation modeling analysis was conducted to investigate consumer perceptions regarding shared biking through the analysis of psychological factors underlying the late diffusion of shared biking services. The statistical tools SPSS version 28 and AMOS version 28 were employed for data analysis. Findings showed that as consumers perceive shared biking services as useful and hedonic, their attitudes become more favorable. Importantly, highlighting the mediating role of compatibility, this study emphasizes the congruence among shared biking services, consumers’ lifestyles, and their traveling habits. Findings also suggest that the perceived complexity has a negative impact on shared biking attitudes. Interestingly, no significant relationship was found between perceived risk and shared biking attitude. The findings provide further support for innovation diffusion and theory of reasoned action, and developed a theoretical framework integrating variables related to both barriers and drivers, thus guiding future studies on the sharing economy. The study also provides insights with the potential to contribute to the development of service design and service marketing strategies that respond better to users’ needs, and also, to facilitate the spread of these mobility systems.