Service quality, perceived price fairness, and users' continuous usage intentions regarding shared bike service

One of the most challenging issues confronting shared bicycle managers is how to improve users' intentions for continued use. This paper presents a research model to investigate how perceived price fairness and service quality influence shared bicycle users' intentions for continued use. Using structural equation modelling analysis of 760 shared bicycle users' data in China, the results showed that: (1) Users' perception of the fairness of shared bicycle prices has the greatest impact on users' perception of green value, followed by users' perception of functional value and users' perception of hedonic value. (2) The service quality of bicycle-sharing operators has the greatest impact on users' perception of social value, followed by users' perception of hedonic value and users' perception of green value. (3) Users' perception of green value has the greatest impact on users' intentions for continued use of a shared bicycle, followed by users' hedonic value perception, users' functional value perception, and users' social value perception. (4) There are significant differences between high price-sensitivity users and low price-sensitivity users in the process of forming intentions for the continued use of shared bicycles.