How to promote users’ adoption behavior of dockless bike-sharing? An empirical study based on extended norms activation theory

With the widespread emphasis on sustainability in transportation, dockless bike-sharing (DBS) is gaining popularity. This research proposed an extended norms activation model (NAM) to study the effects of personal norms, perceived green value and perceived pleasure on users’ green intention to use DBS. This model was empirically tested through partial least squares regression, which was performed to analyze the data collected from 308 participants in Chengdu China. Results show that personal norms, green perceived values, and perceived pleasure have a positive impact on green intention. Given that green perceived value and perceived pleasure mediate the positive relationship between personal norms and green intention, these factors have proved that human inner feelings play a vital rule in green intention. The findings help to give a better understanding of consumers’ adoption behavior of DBS, and would be helpful for policymakers to take effective measures to enhance consumers’ adoption behavior of DBS.