Impact Of Operation Strategies on User Perception and Travel Behavior in Shared Bicycle Enterprises  In Thejiangsu-Zhejiang Region of China

Yuling  Gao

ผู้แต่ง

Yuling Gao Faculty of Management Shinawatra University, Thailand.

บทคัดย่อ

This study aims to: (1) identify the key elements of user travel behavior in shared bicycle scenarios; (2) explore the influence mechanism of different operational strategies on user perception; (3) explain how user perception affects user travel behavior; and (4) analyze the value and efficiency of operational strategies for both enterprises and consumers. Based on typical shared bicycle usage scenarios, this research adopts the perspectives of user experience and behavioral perception to analyze the essential characteristics of travel behavior. Utility modeling and optimal pricing strategy methods are employed to examine user decision-making and enterprise operational choices. The study further evaluates representative operational cases, including activity planning, pricing mechanisms, and product-service design, to compare the benefits generated under different operational strategies. User perceptions are examined through three dimensions: green perception, availability perception, and convenience perception. The research population consists of shared bicycle users and operating enterprises, while analytical methods include utility analysis, comparative case analysis, and strategic pricing modeling.

The findings demonstrate that operational strategies significantly influence user perception, which in turn affects travel frequency, travel preference, and long-term travel habits. Moreover, differentiated operational strategies can improve enterprise profitability while enhancing user satisfaction and sustainable urban mobility efficiency. The study provides theoretical and practical insights for shared bicycle enterprises and policymakers seeking to optimize sustainable transportation systems.

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