Exploring the Factors Affecting Shared Biking Perception: Insights From Türkiye

Abstract

Understanding consumer perception regarding shared biking services requires the analysis of psychological factors underlying the late diffusion of shared biking services. In this regard, by scrutinizing these underlying factors, we aim to uncover insights that can inform the development of targeted business strategies that better align with users' preferences and needs, thereby overcoming barriers to adoption and facilitating the wider dissemination of shared biking systems. Findings show 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 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. The suggested theoretical framework integrates variables related to both barriers and drivers, thus guiding future studies on the sharing economy. The study also provides insights that contribute to the development of service design and marketing strategies that respond better to users' needs, and also, facilitate the spread of these mobility systems.