Abstract: It is crucial to deeply analyze the factors affecting the use of shared electric bicycles and enhance the willingness of shared electric bicycle users to continue using them, in order to promote the healthy and orderly development of shared electric bicycles and improve the level of refined management of delivery. Based on technology acceptance model (TAM), the perceived pleasure and perceived risk in the customer perceived value (CPV) theory were introduced, meanwhile, the perceived cost factors were also introduced. The model of willingness to continue using shared electric bicycle based on TAM-CPV model was established. Based on the supervision data, field survey data and network survey data of Chongqing shared electric bicycle operation, SPSS and AMOS software were comprehensively used to test and analyze the structural equation model. The research results show that the perceived ease of use is the most significant positive factor affecting the willingness to continue to use, followed by the perceived pleasure, and the perceived cost is the only negative factor. It is indicated that the government management department should pay attention to the rationality of the shared bicycle delivery point, and the enterprise should pay attention to the user experience and billing rules of the shared bicycle APP.

摘要： 深入剖析共享电单车的使用因素，增强共享电单车用户持续使用意愿对促进共享电单车健康有序发展、提升投放管理精细化水平至关重要。以技术接受模型(technology acceptance model, TAM)为基础，引入感知价值理论(customer perceived value, CPV)中的感知愉悦性、感知风险，并引入感知成本因素；构建基于TAM-CPV模型的共享电单车持续使用意愿模型；以重庆市共享电单车运营的监管数据、现场调查数据和网络调查数据为基础，综合运用SPSS、AMOS软件对结构方程模型开展检验及分析。研究结果表明：感知易用性是影响持续使用意愿的最显著正向因素，感知愉悦性次之，感知成本是唯一负向影响因素；这预示着政府管理部门应当注重共享电单车投放点的合理性，企业应当注重共享电单车APP的使用体验、计费规则。